Nearly 98 per cent of Indian consumers with access to the Internet have made a purchase online, with travel, fashion and information technology (IT) and mobile being the highest performing areas, according to a recent study by Nielsen, which said global online grocery purchasing is up 15 per cent in the last two years, leading to $70 billion in additional sales.

With growing consumer trust and confidence within the online buying ecosystem in India, e-commerce channel has evolved significantly and in the past two years has grown its share by as much as three times, within total fast moving consumer goods (FMCG) retail sales, a news agency reported citing the 2018 Nielsen Connected Commerce Report.

Stalwart e-commerce categories travel, fashion, IT and mobile continue to account for the largest proportion of online transactions at 69 per cent, 66 per cent and 63 per cent respectively, it said.

The categories witnessing the most significant growth in e-commerce channel include packaged grocery, where 40 per cent of online consumers said they made a purchase, fresh groceries and baby and children products, according to the report.

Consumers are more open to purchase packaged and fresh groceries online when they are offered certain purchasing options and quality assurances, the report says.

About 60 per cent of consumers pointed towards the need to offer and improve hassle free refund, replacement experience as well as free cost delivery - if offered, would boost their confidence to buy online with higher frequency. (DS)

Fibre2Fashion News Desk – India

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