Online shoppers in India are expected to reach 500 million by 2030, with fashion, health, beauty and personal care, and grocery being the most searched product categories, according to a new report by marketing trade association MMA India and media investment company GroupM.

Hindi on-voice assistants form the second biggest within that segment across the world, with 72 per cent Indians preferring non-English languages, it said.

“Consistent digital exposure, combined with the presence of available omni-channel touch points has resulted in the development of a new consumer purchasing process,” MMA India country head Moneka Khurana said in a statement.

“Growth in Internet users, reduction in data prices and changing consumer behaviour are key growth drivers for the evolution of e-commerce in India,” New York-based GroupM’s South Asia president (growth and transformation) Tushar Vyas said.

He said underpenetrated categories like grocery, education, health would grow exponentially over the next four-five years.

The report said though voice is at a nascent stage, voice adoption is expected to grow by 40 per cent by 2022, including on Google Assistant, Search and YouTube.

Online video spends have seen the highest growth rate of 46 per cent in 2020 compared to other media channels, with online content consumption up by 35 per cent following the pandemic, it added.

For online shopping platforms, key deciding factors are quality, price, return and cancellation policies and product warranty.

MMA members include HUL, P&G, McDonalds, ITC, Diageo, Flipkart and GroupM.

Fibre2Fashion News Desk (DS)

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