According to a ‘CMR Consumer Aspirations and eCommerce in Bharat’ survey covering 3,006 consumers across eight cities, two out of three consumers have spent up to Rs.20,000 on online shopping in the past six months.
The average spending on online purchases in the period by tier 2 shoppers at Rs.20,100 was nearly on par with the online spend by shoppers from tier 1 who spent Rs.21,700, finds the study.
The study by CyberMedia Research covered shoppers from Delhi, Mumbai, Bengaluru, Bhubaneswar, Nagpur, Coimbatore, Lucknow and Guwahati.
Indians from tier 2 cities and beyond spent an average of 2 hours and 25 minutes per week shopping online, spending approximately 16 pc of their income. The top three triggers for online shopping included attractive prices (57 pc), convenient return and exchange processes (57 pc) along with irresistible offers (49 pc).
Amazon (used by 73 pc of respondents) and Flipkart (70 pc) were the most favoured e-commerce platforms, followed by Meesho (30 pc), JioMart (20 pc) and others. On the shopping experience, 63 pc of Amazon users reported high satisfaction, followed by 52 pc for Flipkart and 46 pc for Reliance Digital.
Prabhu Ram, Head – Industry Intelligence Group, CyberMedia Research (CMR), said, “The wide range of choices, convenience, and comfort provided by e-commerce has empowered emerging young consumers in aspirational India (tier 2, 3 cities and beyond) to shop more online, and to fulfil their aspirations. Major players like Amazon and Flipkart, niche market players such as Meesho and others, and conglomerates like Tata and Reliance are fiercely competing in these markets.”
