A study conducted by Facebook India and Boston Consulting Group recently recorded the sharpest surge in e-commerce adoption across multiple categories in India compared to other markets, including China, Brazil, Indonesia, Thailand and the Philippines.
According to the study, around 33 per cent respondents in India now prefer to buy their household care products online in the next month compared to 19 per cent respondents in China, 18 per cent in Indonesia, 4 percent in Brazil and 9 per cent in Thailand. The Philippines reported negative growth of 6 per cent in preference towards the e-commerce channel.
Similarly, 44 per cent, 31 per cent and 34 per cent of the respondents respectively prefer to buy personal care, fresh food and packaged food products online from the next month onwards. In addition, about 50 per cent of consumers expect to increase their e-commerce spend in the coming month even for traditionally offline categories like vitamins, supplements, personal care products, cosmetics and non-prescription medicines. Spending on health and hygiene is expected to increase by more than 40 per cent over the next six months.
However, the report also found that 43 per cent respondents plan to reduce their overall expenditure in the next six months. More than half of these also revealed their preference to buy a cheaper brand or a variant, while 54 per cent of respondents expect their overall household income to reduce in the next six months.