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India has 622 million internet users (8% growth from 2019) and is expected to reach 900 million users by 2025. With affordable data prices, consumers are becoming increasingly digital . The online retail market is expected to triple over the next 4-5 years, primarily due to under-penetrated categories like grocery, education, and healthcare.

MMA India, in collaboration with AMMP Council and GroupM India, has launched an industry manual titled “Modern Marketers Guide to Connected Consumer Pathways”. The guide is a compilation of learnings and insights from several industry experts and an analysis of the e-commerce landscape in India.

Although voice is still in its infancy, Indians are taking a leap forward in voice adoption; the market is expected to grow 40% by 2022. Not just in Google Assistant, voice is growing rapidly as a preferred input medium in search and YouTube, according to the report.

Online video spending saw the highest growth rate of 46% in 2020, compared to other media channels. Online content consumption increased by 35% after COVID, with a total growth of 13% in time spent on OTT from January 2020 to January 2021.

Common internet users prefer the voice, finding that the voice is a more natural way to interact with technology that helps reduce friction. Hindi on voice assistants is the second most important language in the world after English, while Hindi voice search queries grew 400% year-on-year.

Urban internet users rely on online platforms for product research. 62% of urban users research products online before making an online or offline purchase. 50% of offline purchases in all categories involve searching for products online.

The biggest retail trend, according to the report, is the growing popularity of the direct-to-consumer, or DTC, model. The D2C brands are witnessing a high number of subsequent funding cycles and strategic sales to incumbents. Working through an intermediary can block access to end consumers. Brands with a DTC model can take advantage of direct relationships through loyalty programs, special discounts and promotions, and unique, category-specific shopping experiences.

Online retailing is moving from electronics to groceries. 73% of customers have made purchases from online shopping platforms in the past 12 months. The deciding factors are – 63% on product quality, 55% on price and 55% on product information, return and cancellation policy and product warranty.

There has been an interesting buying pattern in the consumer journey over the past three months where Amazon, Flipkart and Myntra were the top three online shopping destinations and grocery, fashion and health, beauty. and personal care were the most popular product categories.

Conversational commerce, voice search, video streaming, and augmented reality will also help brands drive their e-commerce strategies.

Moneka Khurana, Board Member of MMA India, Country Head – India, MMA, said: “Consistent digital exposure, combined with the presence of omnichannel touchpoints available, has resulted in the development of a new process. consumer purchasing. MMA, through its Ecommerce Consulting, aims to develop a holistic understanding of the ecosystem and address cluster-specific issues by enhancing the capacity of omnichannel marketing.

Tushar Vyas, President – Growth and Transformation, GroupM South Asia, said, “Consumers now have multiple sources for discovering and seeking information and today these are highly connected nonlinear moments. The growth in the number of Internet users, the reduction in data prices and the changing consumer behavior are the main growth drivers of the evolution of e-commerce in India. “

The Context Effect stated that the majority of consumers saw the ads as part of their online reading, and not as a distraction …

Gary C. Lisi