Ipsos Shopper Insights unveils Clicking into the Future – trends driving India’s online shopping surge: A new study by Ipsos

The Ipsos Shopper Insights team has unveiled a comprehensive study titled, CLICKING INTO THE FUTURE – TOP TRENDS DRIVING INDIA’S ONLINE SHOPPING SURGE - mapping online shopping trends in India, using a mix of primary and secondary research, providing marketers with top 10 key trends for leveraging and maximizing the potential of E-commerce and Q-commerce through informed decision making and consumer behavior. 

Archana Gupta, Country Service Line Leader, Market Strategy & Understanding & Lead Shopper Insights, Ipsos India said, "We are witnessing an unprecedented shopper traffic towards online shopping, across demographics and length and breadth of the country, across big towns, small towns with e-commerce, getting a further impetus through q-commerce, highlighting a heightened emphasis on convenience and speed. There is also the increasing emerging trend among online shoppers of choosing alternate brands, in the absence of preferred brands, bringing the focus on building consumer loyalty, re-stocking and replenishments and analyzing consumer choices during peak hours of browsing."

The top trends identified were backed with consumer validation, providing credence to the findings.

1. Widening demographics – rising female and GenX participation in shopping.  

Online shopping is no longer the male preserve (53%) with almost equal female participation (47%), extending equally across E-commerce and Q-commerce with their shopping carts dominated with grocery, beauty, apparel and household items. GenZ (30%) tend to shop more online, as compared to millennials (23%) and Gen X (19%). 

2. Deeper reach – e-commerce breaks down geographical barriers.

Notably, 45% of internet users reside in rural India; 20-25% in small towns/ non metros which shows the increased penetration of online shopping in the hinterland. In fact the survey shows at least 2 in 10 consumers residing in small towns shop online. And while the urban shopper predominantly shops for groceries online, apparel purchase was higher among tier2/ 3 towns. 

3. Beyond bargains – the rising appeal of speed and convenience.  

While discounts have held the highest allure for online shopping, 68% consumers indicate convenience and speed as the key motivation for shopping online. While for 61% consumers offers and discounts are the biggest draw for online shopping.  

Gen X mentions convenience (75%) versus discount (62%). For females once again convenience (73%) is the top reason, over discounts (68%) for online shopping. While for men both convenience (64%) and discounts (64%) mattered in equanimity while shopping online. 

For women, beset with multitasking of chores and work and all the juggling, are definitely driven by convenience.

4. Instant gratification – the era of Quick Commerce  

Quick delivery mechanism has caught on with consumers across categories, from low involvement goods to even include high involvement goods. 31% of online shoppers found shopping from online apps faster than buying from shops. This trend was higher among GenX  (41%). This is leading to impatient shoppers. 

Stockouts are seen as lost opportunity. Peak hour browsing by consumers provides interesting consumption trends. And pop-up offers can provide some great engagement and conversion opportunities.

5. Agility in Action – embracing anywhere, anytime shopping culture.   

Online shopping unlike brick-and-mortar stores is not constrained by timings. Consumers can place orders anywhere, anytime and this appeals to online shoppers (31%), higher among Gen X (39%). And Q commerce and food delivery apps deliver even during midnight, the wee hours and 24X7. 

Saliency is key to be in consideration. 

6. On the Fly Buys – Frequent Shopping Occasions

Two thirds (66%) of Q Commerce shoppers claim to be using these sites at least once a week or more frequently. 

With quick availability and delivery, consumers’ stocking up patterns are changing, necessitating presence of smaller SKUs and stock availabilities to meet frequent shopping needs. 

7. Online Reviews – making a considered purchase

Access to product information and reviews is dictating consumer choices, leading to informed decision making. 54% of online shoppers claim to read reviews always, before the considered decision making. While 40% claim to read reviews sometimes, before decision making. This is also significant as there is no option of touch and feel in online shopping, so reviews and product are the gateways to decision making. 

Probably that explains the rise of influencers and their role in providing credible information for consumer action and patronage.

8. Brand Roulette – the increasing propensity for brand switch online

Digital marketplaces are multi brand outlets, encouraging exploration, leading to increasing brand switching and lower brand loyalty. 60% of those shopping for apparel and 55% of those shopping for groceries say they willing to purchase another brand if the planned brand is unavailable online. Brands need to build consumer loyalties and ensure easy availability on online shopping platforms. 

9. Specialization Surge – the rise of category specific platforms

The boom in specialized platforms/ vertical players is reshaping e-commerce. 60% of online shoppers mention using q-commerce sites like Blinkit, Zepto, Swiggy Instamart etc. With majority of them using more than one app. 

Presence across platforms and a clutter free approach holds the key for the brand to be noticed. AI too can be leveraged to provide a recommendation-based search.

10. The invisible wallet – the challenge of tracking online expenditure.   

The ease of shopping online is making expenditure tracking challenging, laying emphasis on budgeting tools for online shopping. 

Almost 1 in 2 (48%) online shoppers in the survey were unaware of the amount spent by them online. 

"The online shopping landscape presents both opportunities and challenges for marketers. Shoppers are highly impatient - switching brands and looking for instant gratification.  The online channel provides wider reach, overcoming the hurdles posed for physical distribution through traditional channels. Online shopping behavior by cities – big and small towns - can help marketers tailor make their strategies for effective targeting and tapping into the immense potential of online shopping and the evolving digital marketplaces," stated Shruti Patodia, Research Director, Ipsos Shopper Insights.

About the study

The survey was conducted using Ipsos IndiaBus, which is a monthly pan India omnibus conducted by Ipsos India on diverse topics, among 2200+ respondents per month from NCCS A, B and C households, covering adult male/ females across all four zones in the country. This survey was conducted in December 2024, across 16 cities – a mix of metros, tier 1, tier 2 and tier 3 towns, providing a robust and representative view of urban Indians. The respondents were surveyed both face to face and online. The data was weighted by demographics and cityclass population to arrive at national average. 

Additionally, the study was supplemented with comprehensive secondary research to identify macro trends and validating some of the trends via the primary research model. 

And pieced together by the Ipsos Shopper Insights Team.