The absence of premium brands nearby and the persistent push given to some products by sales staff who often lack product knowledge has further fuelled the migration of the consumers to online shopping platforms. In contrast, consumers from rest of India face another set of challenges, including limited access to a wide range of products and brands in local stores. Additionally, unavailability of attractive offers and discounts and other incentives has pushed price-conscious consumers in rest of India to explore digital avenues. The absence of physical stores for premium brands, stockouts of certain products, and a lack of knowledgeable staff in offline stores are the main reasons why the rest of India consumers opt for online shopping. But consumers in rest of India are keener on deals.

Source: Economic Times February 28, 2024 11:07 UTC