Understanding the changing landscape of shopping: Insights from experts

Delhi: In a recent webinar titled 'Evolution of Indian Shopper', organised by the Market Research Society of India, experts shed light on the dynamic world of online and offline shopping. They

discussed how Indian consumers are adapting to new shopping channels, the evolving e-

commerce market, and the shifting attitudes toward making choices.

Sreyoshi Maitra, Shoppers Insights Lead at Kantar, explained the increasing penetration of e-commerce, particularly in urban areas with a projected growth rate of 14%. She highlighted that while online shopping is gaining popularity, traditional offline channels remain relevant. Maitra emphasised the concept of omnichannel shopping, where individuals may purchase items from both online and offline sources. She also mentioned the phenomenon of "reverse ROPO," where consumers research products offline but make the final purchase online especially for items like apparel and footwear.

Regarding social commerce, Maitra noted its rise, partly accelerated by the COVID-19 pandemic. Social media platforms have become key marketing channels, with influencers playing a significant role in shaping consumer preferences, particularly in India.

Archana Gupta, Executive Director at Ipsos, discussed the rapidly changing landscape of the Indian e-commerce market post-COVID-19. She highlighted the need for brands to adapt to shifting consumer behaviours and preferences, emphasising the importance of offering consistent experiences across online and offline platforms. Gupta also mentioned the emergence of "quick commerce," catering to consumers' demand for swift deliveries and efficient supply chains.

Preet Doshi, Research and Insights Lead at Amazon India, emphasised the evolving nature of consumer behaviour influenced by various factors such as income growth, urbanisation, and technological advancements. He identified four major trends impacting consumers: 

●    Aspirational life upgrades

●     Increasing choice overload

●     Moments of considered recklessness in purchasing behaviour

●    Rapid expansion of visual culture.

Doshi highlighted the growing prevalence of social commerce driven by platforms like Instagram and Pinterest, as well as the integration of AI into shopping experiences. He stressed the importance of understanding consumer aspirations and preferences to drive innovation and growth in shopper behaviour.

Nikhil Sethi, National Head of FMCG Lead Customer Practice at KPMG India, discussed the competitive landscape in India's consumer market. He noted the unpredictability of today's consumers and the importance of providing exceptional customer experiences to gain market share and foster loyalty. Sethi outlined six pillars of experience which he indicated are essential for brands to succeed in meeting consumer demands.

●    Personalisation

●    Time and effort savings

●    Managing expectations

●    Integrity, resolution

●    Empathy 

In conclusion, the experts highlighted the Indian consumer's openness to innovation and experimentation, presenting growth opportunities. 

They emphasised the need for sharp execution to bridge the gap between consumer expectations and market realities. Additionally, they recognised the importance of understanding consumer behaviour and preferences to drive innovation and foster loyalty in an increasingly competitive market landscape.