Online shopping goes mainstream
During the COVID-19 lockdown in India, as retailers began to migrate their in-store business online, Kantar’s COVID Barometer - India reported that 45 percent of households expected to increase their online shopping in the near term.
Even before the pandemic hit, e-commerce was well on its way to becoming a major feature of India’s urban shopping landscape. According to Kantar’s 2019 ICUBE™ survey, 168 million of urban India’s 309 million active internet users are “Net Commerce Users”. This means that they participate at least one of the following activities monthly: Online finance; E-tail; Online travel Booking; food Delivery; and Online services (Online grocery delivery, Education, Entertainment-related services, etc.).