Analysis of shopper behavior for online grocery

Abstract

The technological advancement both in the field of internet and mobile phones have resulted in increased penetration over the last two decades and has changed the way of doing business. In the past few years specifically in India, e-commerce is experiencing a remarkable growth due to these technological developments. According to eMarketer, this year, expected growth rate in the retail e-commerce sales in India would be 45%.1 Also, it is predicted that India will become world’s second largest smartphone market by 20162 . This will eventually result in enhanced sales through e-commerce channel. As the shopping experience provided by the online channels are significantly progressing day-by-day, people are becoming aware of the benefits that online channels provide over the traditional brick and mortar store. This has already resulted in a gradual shift towards online buying in the cities. Shoppers state the following as the primary reasons to shift to online purchase: “Time saving, Money saving, reduces travel, need not stand in queue, can easily compare prices, etc.”