• The pandemic swung the pendulum towards greater digital adoption. In turn, this helped propel the popularity of both existing online grocery apps as well as instant commerce as a concept.
New Delhi: More than 50% of Indian shoppers buying groceries online place pre-planned orders, including monthly or weekly orders with top-ups in some cases, according to a survey by community platform LocalCircles. Get to know from.
Consumers ranked product quality followed by value for money as the top drivers of purchases on online shopping apps.
LocalCircles conducted a pan-India survey to study consumer behavior towards online grocery platforms as well as quick service apps. The survey titled "Consumer Behavior and Preferences for Online Grocery Shopping in India" received over 87,000 responses from households located across 254 districts. The survey was conducted between September to December 2021.
As per the survey findings, 61% online grocery consumers prefer delivery slots (3 to 24 hours) with delivery fee waiver. Only 3% of households are willing to pay delivery charges and get their grocery delivered within 30 minutes; 11% of consumers are willing to wait up to 3 hours and pay a small delivery fee.
The pandemic swung the pendulum towards greater digital adoption. In turn, this helped propel the popularity of both existing online grocery apps as well as instant commerce as a concept.
Traditional online grocery platforms include Big Basket, Amazon Fresh, Flipkart Kirana and Jio Mart. Meanwhile, recent entrants include quick commerce platforms such as Swiggy Instamart, Blinkit, Dunzo, Big Basket Now and Zipto.
Around 37% of those surveyed said that the quality of products drives their online purchases, while for 30%, value for money is a major motivation to shop on these platforms. On an overall basis, 67%, or 2 out of 3 household consumers sought value for money or high quality products and services as the primary reasons for purchasing groceries online.
Interestingly, only 3% of those surveyed want their groceries delivered within 30 minutes and pay the platform delivery fee. This indicates that of the total online grocery consumer base, there is a very small group that is willing to pay a fee for quick grocery delivery, LocalCircles said.
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