The consumer base of e-commerce shoppers has doubled to 42 per cent of urban active internet users in India over the last three months according to a study by consulting firm Kantar. Nearly 50% of these are new users of e-commerce coming from tier-1 and -2 cities.
For new shoppers, Amazon and Google have emerged as the preferred discovery platforms before making purchases. In contrast, before the virus outbreak in India, just 22% of the urban active internet users had shopped online. In 2019, India had 309 million urban active internet users, the report said. This would translate to about 130 million users having shopped online.
While e-commerce sales have surpassed pre-COVID levels due to the pandemic leading people to order their requirements online from their homes, the lockdown has also resulted in fewer avenues for consumers to spend money on. This, according to e-commerce executives and third-party brands, is also aiding online sales. The report by the online insight measurement firm is based on the shopping patterns of close to 6,000 people in the last three months, surveyed in July. This is encouraging for e-tailers who have started preparations for the Diwali festive sale.