More and more people are able to use computers and the internet, which is driving the online shopping trend outside of major cities. Online buyers in large cities and those in smaller towns have quite different preferences, according to a PwC survey. People who reside in cities often pay more for faster delivery services since they want their food quickly.
Online purchasing has expanded beyond major cities, despite appearances to the contrary. The rise in smaller cities and towns is driven by increased digital literacy and broad internet connectivity. However, when it comes to online shopping, there are noticeable differences in the choices, mindsets, and behaviors of customers across the country. According to a new PwC analysis, internet consumers in India are no longer a homogeneous group, and companies who cater to this demographic should tailor their tactics to appeal to customers in both large and small cities.
'How India purchases online: Consumer preferences in the metropolises and tier 1-4 cities' distinguishes between online buyers residing in India's major cities and those residing in rural areas. Digital vendors would be foolish to disregard the stark contrasts in consumer tastes between these two regions as e-commerce expands in India; these gaps will only widen over time.
Their enduring quality
Buyer preferences can be significantly influenced by location. Online shoppers in large cities, used to dealing with long commutes and heavy traffic, don't put the same emphasis on what customers in smaller towns do, who often have shorter commutes.
People living in cities tend to value speed while purchasing online and are willing to pay more for services that suit their demand for quick gratification, such as fast delivery.
People in other parts of India, though, are much more deal-conscious. Because they reside in smaller cities, where delivery time is not a major concern due to short distances, these consumers are avid bargain hunters.
Just what are they purchasing?
It is worth noting that while city dwellers in India tend to shop for groceries, electronics, and clothing, the rest of the country seems to be spending more on health and wellness, home and kitchen, and sports and fitness.
Because of the surge in popularity of these items on social media, more people are aware of them than ever before. In response to the high demand, these platforms have brought new, more reasonably priced products to these cities. Spending on these areas increased in tandem with rising incomes across India.
And how do they settle up?
People in India's major cities and those living outside of them both show similar degrees of comfort and familiarity with UPI payments.
But in the remaining parts of India, "cash on delivery" is still the go-to method for consumers who want to avoid fraud. This shows that shoppers in the rest of India still have reservations about online platforms and payment methods, even if UPI payments are becoming more popular due to their simplicity, speed, and security.
Generation X in the rest of India uses credit cards for medium-to high-value purchases on popular platforms because the added security of linking the card to a bank account makes the transaction seem more legit. In contrast to PhonePe, which is favored across the majority of India due to its user-friendly interface, Paytm is more popular among city people. Google Pay is the number two app in the country.
What binds the two groups together
Apps are more convenient for online shopping than websites for consumers in both groups. This is something that all of the responders, no matter where they are from, have in common. Considerations such as vernacular support, simplicity of interface (in accordance with global standards), and ease of navigation contribute to this desire.
Because they include so many different kinds of apps, marketplace apps tend to get more downloads overall. The majority of consumers would rather speak to a real person than a chatbot when they need help or customer care.
Platforms for categories or marketplaces?
Markets continue to control the majority of the consumer market, regardless of location, when it comes to fashion and accessories. Flipkart has captivated the nation in the remainder of India, followed by Amazon, Meesho, and Myntra; nevertheless, Amazon slightly outsells Myntra in urban markets. Marketplace apps are more popular than category-based platforms among the remaining Indian respondents, who emphasized the significance of elements like accessibility, user-friendliness of the interface, familiarity with the platform, and deals and discounts.
The importance of personalized remedies
Digital vendors should reconsider their strategy of trying to appeal to every single user in the nation. The remainder of India might not benefit from the same successful e-commerce strategies as the country's major cities. For the second, we need a human-centered perspective that goes beyond surface-level data to recognize and make the most of the diversity in these smaller cities and towns.
“The report emphasises the need for tailored e-commerce experiences to resonate with diverse users across India,” says Prateek Sinha, Partner and Leader – Design and Experience Consulting, PwC India. Success requires a people-first strategy that incorporates localized tactics and inclusivity. Personalized connections with customers, embracing cultural diversity, and constant innovation are key. Businesses can achieve long-term success and profitability by embracing agility and thoroughly understanding customer dynamics. When companies do this, they do more than sell items; they build relationships with customers through memorable experiences.
Comentários