Indian Consumers Gear Up for Online Festive Shopping, Amazon Remains Top Choice

A majority of Indian consumers intend to make online purchases during the festive season, according to a recent survey by Ipsos Research.

The survey, commissioned by Amazon India said that 71 per cent of Indian customers intend to purchase online during the festive season and 89 per cent have expressed strong interest about the upcoming festive season sales.

Nearly 50 per cent of those shopping online expect to spend more this year compared to last year. This increase is seen across metropolitan areas (55 per cent) and tier-II cities (43 per cent), the survey said.

According the survey, about 73 per cent of online shoppers favour Amazon as the top site for online shopping. About 75 per cent favour it for the wide product selection and 72 per cent for attractive deals.

Saurabh Srivastava, vice president – categories, Amazon India said: “The months leading up to the festivities are significant as many major shopping explorations and purchase decisions occur during this time. This period also presents an opportunity for us to delight customers with vast selection, great value coupled with highly trusted, and seamless shopping experience which reflects evolving customer preferences. We continue to remain grateful to our customers and are humbled by the trust they place in us.”

According to the survey, convenience is a major factor driving online shopping. The survey found that 76 per cent of respondents appreciated the ability to shop remotely, 74 per cent valued fast delivery, and 75 per cent trusted online platforms for genuine products. Affordable payment options, such as no-cost equated monthly instalments (EMIs) were also important to 75 per cent of consumers.

Amit Adarkar, country manager, Ipsos India, said: “The festive season in India is always a time of great excitement and anticipation, and this year is no different. Our recent survey reveals that a significant majority of urban Indians are eagerly looking forward to festive shopping. This positive sentiment presents a golden opportunity for brands and marketers to connect with consumers and create compelling campaigns and offers that resonate with the festive spirit.”

Gen Z Shoppers

The survey also revealed that 86 per cent of Gen-Z shoppers planned to purchase fashion items online this festive season. Additionally, 64 per cent of consumers were opting for unified payments interface (UPI) for their online festive shopping, with 82 per cent favouring it for rewards and cashback.