75% of Indian online shoppers are aged 18-44, reveals an IPG Mediabrands report

A recent report by IPG Mediabrands in collaboration with Google has provided insightful data on the Indian online shopping landscape. The study, which surveyed 7,000 consumers across India, reveals that a significant 75% of online shoppers fall within the 18 to 44 age group. Additionally, 62% of these shoppers belong to households with medium to high income. Geographically, the report identifies Maharashtra, Delhi, Karnataka, West Bengal, and Tamil Nadu as key regions, collectively accounting for over half of the country’s online shoppers.

The study covers 18 key categories, shedding light on the current trends and challenges in the e-commerce sector. One of the prominent findings is the growing influence of social commerce. While not yet a dominant sales channel, social commerce is increasingly becoming a crucial point of product discovery and consumer influence, particularly in the Fashion and Beauty categories. These sectors are rapidly adopting social commerce, driven by popular trends, influencers, and celebrities.

Another significant trend highlighted in the report is the rise of Direct-to-Consumer (D2C) marketplaces. Many brands are gravitating towards D2C platforms to gain better control over their branded space and enhance the overall user experience. Consumers, in turn, are increasingly drawn to these platforms, valuing the perceived quality and authenticity of buying directly from the source.

The report also emphasizes the importance of platform features in shaping the online shopping experience. A substantial 92% of users expect some form of shopping assistance, with product recommendations playing a pivotal role in their decision-making process. However, the study also identifies several pain points, with 21% of users citing price as a major concern, followed by shipping charges, delivery time, and product returns.

Finally, the report outlines the factors that influence platform loyalty among consumers. Fast delivery emerges as the top reason for switching platforms, followed closely by free delivery, good customer service, cheaper prices, and an easy returns policy. These insights underscore the areas where online platforms need to improve to meet the evolving expectations of Indian shoppers.