A recent study conducted by Nielsen Media India, commissioned by Amazon India, has illuminated the fervent enthusiasm of Indian consumers for online shopping during the festive season. The study underscores that a significant 81% of respondents have expressed a strong interest and intent to engage in online shopping this festive season. Moreover, 78% of consumers have placed their trust in online shopping, with half of them planning to amplify their online expenditures compared to previous festive periods.
The factors fueling this surge in online shopping enthusiasm encompass the expectation of an extensive product selection, competitive pricing, and the added convenience of hassle-free returns and exchanges.
Among the study’s key revelations, Amazon.in emerges as the preferred online shopping destination for a substantial 68% of consumers. Nearly half of them identify Amazon.in as the most trusted online brand for festive shopping. Furthermore, 75% of consumers commend Amazon.in for offering the widest range and selection of products and brands.
In the realm of product categories, Amazon.in has solidified its position as the top choice for consumers across various segments. Large Appliances (51%), Mobiles/Smartphones (44%), and Consumer Electronics (43%) emerge as the most favored categories.
Notably, the study also unveils that 75% of consumers anticipate online festive shopping events to purchase large appliances. A similar trend is observed for smartphones, with 76% of consumers adopting this approach, showcasing notable interest in the Rs 10k-20k price range and 5G features.
Fashion and Beauty
When it comes to fashion and beauty, Amazon.in maintains its status as the preferred platform for consumers during this festive season. It clinches the title of the preferred online shopping brand for 38% of consumers for Apparel, Footwear & Fashion Accessories and 35% for Beauty products.
The study further unravels that online festive shopping events grant access to trendy brands for apparel, footwear, and fashion accessories for nearly 80% of consumers. Gen-Z, in particular, exhibits a strong preference (69%) for these categories. Moreover, 77% of consumers highly value features like virtual try-ons, sizing charts, and “shop the look” prompts, which enhance the shopping experience and reduce errors. Additionally, 76% of Indian consumers opt for luxury and authentic beauty brands during online festive shopping events, with 74% expressing confidence in the authenticity of the products.
Grocery Shopping Surges
Amazon.in is experiencing an upswing as the preferred online brand for grocery shopping, with 41% of consumers selecting it for their grocery needs this festive period. Impressively, 75% of respondents believe that online shopping events offer the finest quality grocery and everyday essential products. The convenience of choosing delivery slots saves time for celebrating with friends and family, a feature appreciated by 76% of consumers.
Digital Payments Gain Traction
Digital payment methods are witnessing a surge in popularity, with 42% of respondents opting for UPI (Unified Payments Interface) for online festive shopping. Moreover, 57% of consumers have indicated that UPI is their preferred digital payment method for earning rewards and cashback, especially during the festive season.
