81% of consumers intend to shop online during this festive season: Study

1 in 2 consumers are willing to increase their spending this festive period compared to last year

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81% of consumers intend to shop online during this festive season: Study

As per a study conducted by Nielsen Media India, on behalf of Amazon India, 81% indicated strong sentiment and intent; 78% trust online shopping and 1 in 2 intend to increase online spending, compared to last festive period.

Consumers expect a wide selection, unmatched value with competitive pricing, plus convenience of easy returns and exchange, which is driving the core online shopping experience.

The study also revealed that for 68% of consumers, is their go-to and convenient online shopping destination, with almost half identifying as the most trusted and loved online brand for festive shopping; 75% consumers find the widest range and selection of products and brands on

Manish Tiwary, Country Manager India Consumer Business, Amazon India said, "The Festive period is the favourite time for consumers and sellers across India. We are inspired to learn that consumers this year are excited and willing to spend and shop more online. We are humbled to know that consumers across India find to be the most trusted, preferred and loved online shopping destination. As a marketplace, we are excited for our sellers and customers, and confident that the ‘Amazon Great India Festival 2023’ will offer a seamless shopping experience, incredible value, the widest selection of domestic and international brands and products, and unmatched convenience for consumers across India.”

Indian Consumers Bullish about Online Festive Shopping

The study shares that 87% of consumers in metros and 86% across tier-2 cities (population 10-40 Lakh) prefer to shop online this festive period. Over 77% of consumers affirmed that online festive shopping events enhance convenience of their online shopping experience with options like faster delivery.  More than 70% of consumers wait for online festive shopping events to purchase electronic items - attractive offers (76%) and new brand launches (75%) are core drivers. Over 75% of consumers are excited with attractive bank offers and No-Cost EMIs for making their purchase more convenient and rewarding.

From Gadgets to Large Appliances, everything on India’s Shopping List on is the most preferred online brand for consumers to shop this festive season across Large Appliances (51%), Mobiles/Smartphones (44%), Consumer Electronics (43%).

3 in 4 consumers wait for online festive shopping events to purchase large appliances as these events give them access to new brands and product launches across products such as refrigerators, washing machines, geysers, and air conditioners. An intriguing insight into consumer behaviour reveals that 76% of consumers wait for online festive shopping events to purchase smartphones; ~60% are interested in INR 10k-20k price range, while 2 in 3 consumers seek 5G features.

Har Pal Fashionable is the most preferred online shopping brand for consumers across Apparel, Footwear and fashion Accessories (38%) and Beauty (35%) this festive season.

80% consumers affirmed that online festive shopping events provide access to trendy brands for apparel, footwear, and various fashion accessories with nearly 64% sharing their intent to purchase across these categories this festive season; Gen-Z takes the lead (69%) in their preference for apparel, footwear and fashion accessories.  In addition, 77% of consumers shared that these online shopping events offer convenient features such as virtual try-on (VTO), sizing charts, and "shop the look" prompts, enhancing the shopping experience and reducing chances of error while buying. 76% of Indian consumers purchase luxury and authentic beauty brands during online festive shopping events. An impressive 74% affirmed their confidence in online festive-led shopping events to deliver genuine and original beauty products.

Nahi Toh Mehenga Padega

41% of consumers embrace for all their Grocery needs, making it their most preferred brand to shop online this festive period.

An impressive 75% of consumers believe in the convenience of online shopping events to offer the finest quality grocery and everyday essential products. In addition, 76% appreciate that these online festive shopping events provide convenient delivery slots, effectively saving time, which they can spend celebrating with friends and family.

Smarter Way To Pay

Digital payment methods are on the rise, with 42% of consumers choosing UPI for online festive shopping. In addition, 57% indicated that their favoured digital payment method for earning rewards and cashback is UPI, especially during the festive season.

Online shopping experience Nielsen Media India Amazon India Digital payments. festive period Smarter Way To Pay