A survey in late 2015 showed a substantial increase in first-time online shoppers who may have been attracted to eCommerce platforms by attractive prices and deals apart from the sheer convenience it offered. Given the small base of online shoppers in India today, we believe that attractive pricing will remain a hook in the future as well.
Wide range of products gains significance, especially in smaller cities:
Poorly organized retail infrastructure in Tier II/III cities and the lack of availability of products therein makes accessibility to a wider assortment of products critical. This could be the 'a-ha' moment for the rapid growth of eCommerce in India.
Fast delivery was the most important customer preference in 2014. Hence, as online shoppers take to the Internet for more of their daily needs, eCommerce companies will have to keep building on and improving their existing capabilities.
