Untitled Document
E-commerce Sector Report
The Cyber Window Shopper
Introduction
Internet use in India is rapidly growing. Today, there are 28 million Internet users, and according to IAMAI estimates, this figure is expected to reach 100 million by the year 2007.
The full potential of the Internet as a shopping medium will be soon realized by the fact that a large number of online users use the Internet to research / search for products and get information about them before making a decision to buy something offline, they examine its features, availability and price online.
Our report on window shoppers demonstrates how widespread this phenomenon is: while 55% of the 3,099 respondents we surveyed had indeed bought something online, 45% visited online shopping sites without buying anything. It's only a matter of time before they begin to buy online following their online research. It's also an opportunity for online advertisers. It is these potential online buyers that form the basis of this report.S
Presidents Note
"A New Era of Cyber Window Shopping" - Report for Online Marketers & Retailers.
Online shopping in India has passed its nascence having crossed Rs 570 crores in 2004-05 and is further expected to increase to Rs 1180 crores in 2005-06. To ensure & maintain the momentum IAMAI mandated a detailed study providing analysis and recommendations which will help understand 'online window shopping behavior' and win over customers who "window shop online" and buy offline.
The report makes actionable recommendations on how online retailers & marketers can fill gaps in the online environment. Key criteria for converting window shoppers into buyers are:
- Price and Availability
- Do they have the exact product I want? Is it the model / color / design I prefer?
- What are the added shipping costs?
- How does the total price compare to other sites and offline offerings?
- Safety and Trust
- Do I trust this company? Will they send me the product quickly-or at all?
- Will they honor any warrantee problems?
- Do I feel more secure giving my credit card and personal information to this site?
"Understanding the above factors helps maximize all investment in site design, online advertising, e-mail campaigns & search engine optimization."
"The attached report provides an excellent opportunity for online retailers to cultivate their market share. The window shoppers enjoy shopping offline, but have spent as much time online as shoppers who have already purchased something via the Net. The extent to which cyber window shopping has become commonplace is clearly revealed by this report where more than 69% of consumers would like to shop online. The current report points to both online shopping behavior motivators and barriers. The report clearly indicates that "trust & security" are by far the most important deciding factors and would be extremely strong motivators for consumers to buy online and if added with promotional prices and free delivery marketers could seal online deals. With an Internet user base that's expected to reach 100 million by 2007-08, there's a huge market waiting out there for the savvy online retailer."