Home Retail Online shopper spends less than nine minutes per visit

Online shopper spends less than nine minutes per visit


An online shopper spends less than nine minutes per visit on an e-retail platform and browses more than 20 product pages before making a purchase.

Online shopper spends less than nine minutes per visit

Over the past year, consumer engagement with online platforms has increased, according to a report on “” by in collaboration with .

Online shoppers browse more than 20 product pages before making a purchase. For some categories, such as mobile phones and women’s ethnic wear, consumers browse about 50 to 60 product pages before making a purchase, the report said.

The pandemic exacerbated consumers’ need for safety and convenience, leading to an inflection in global e-commerce penetration-and even in India, online shopping is gaining salience.

The US$ 850 billion Indian retail market is the fourth largest in the world and is largely unorganised. This market is on the cusp of a transformation, led by the emergence of e-retail and its growing influence on Indian shoppers.

One in two visitors browse the image gallery, and only 1 in 15 click the detailed product description. Also, vernacular searches are gaining popularity: For example, “parda” was one of the top three searches in curtains.

India’s online-shopping landscape comprises a diverse mix of city tiers and income ranges, forming a microcosm of the pan-Indian retail market.

Online shoppers in tier-II cities and smaller municipalities make up nearly half of all shoppers and contribute to three out of every five orders for leading e-retail platforms. These customers from tier-II and smaller cities buy similar categories of products as customers from metropolises or tier-1 cities with only a marginal difference in average selling price, as per the report.

For sellers (kiranas, artisans, traders and homemakers), it will provide an unprecedented impetus by establishing easy access to a large base of customers across the country and keeping their stores running 24×7. With access to more than 95 percent of India’s PIN codes, e-retail has already democratised the shopping landscape, empowering small sellers while breaking the go-to-market barriers for insurgent and incumbent brands.

“We expect Indian e-retail to reach massive scale — spurred by cheap, ubiquitous mobile data enabling nearly 1 billion Internet users by 2030, growing online spending by digital natives, and supply-side innovations such as vernacular-based user interfaces, voice and visual search,” the report said.

“We expect fashion categories to play a critical role in acquiring online customers, similar to the mature markets of the US and China. The Indian e-retail market is primed to reach nearly 300 million to 350 million shoppers over the next five years, propelling the online gross merchandise value to $100 billion to 120 billion by 2025,” it added.