Driven by higher rural and steady urban demand in Q1FY24, offline retail outpaces eCommerce

Redseer’s latest report shows positive trends in consumer spending for both offline and online retail.

According to the report, in Q1FY24, retail commerce grew as inflation cooled and incomes rose. Offline retail outpaced eCommerce, driven by higher rural demand (particularly FMCG) and a steady uptick in urban demand.

Redseer has conducted a quarterly survey to assess consumer sentiment towards eCommerce spending and adoption in the following six months.

Its survey conducted in the 1st week of July indicated an optimistic consumer outlook towards Q2, with an ECCI of 131. This is a slight decline from an ECCI of 142 in Q1 FY24.

Over 45% of the respondents plan to increase their eCommerce spends, largely across the categories of fashion, grocery, beauty, and personal care. There is also an increase in the Net Promoter Score to 52% as eCommerce platforms work towards building consumer trust and continue to perform well on their key customer satisfaction drivers.

However, with the eCommerce sector approaching maturity, the adoption of new categories is expected to be muted. Most non-users also tend to remain sticky (prefer offline retail) as only a few consumers are willing to try online shopping over the next six months.

“ECCI for Q2FY24 underscores that eCommerce will continue to be a key driver for retail growth and consumer spending, driven by existing users. However, given the slowdown in new user adoption, going forward companies will have to craft their strategies for preimmunising their offerings, devising upselling and cross-selling schemes, and developing loyalty programs, with a continued focus on customer satisfaction”, stated Mohit Rana, Partner at Redseer Strategy Consultants.

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