Security, other factors push Indians to shop online for Diwali

Says this can expand e-commerce business by 250% this festive season in major cities

Security concerns, heavy discounts, abundant choices and rising fuel prices are some of the reasons why many Internet savvy Indians have shifted to online shopping this Diwali, says an Assocham survey.

This could expand e-commerce business by 250% this festive season in major cities, it said.

"Online buying trends have witnessed a significant jump this Diwali due to aggressive online discounts, rising fuel prices and abundant online choices keeping shoppers indoors. Plus there are security concerns, besides other inconveniences in big cities," Assocham Secretary General D S Rawat said.

Based on feedback received from 1,200 traders, the survey said that online shopping could grow by 250% during this festive season in big cities like Delhi-NCR, Lucknow, Kolkata, Chandigarh, Dehradun, Pune, Mumbai, Ahmedabad, Hyderabad, Cochin, Chennai, Udaipur and Jaipur.

Most products bought and sold online during Diwali comprise gift articles (58%), electronic gadgets (41%), accessories apparel (36%), apparel (36%), computer and peripherals (33%), hotel rooms (20%), home appliances (16%), toys (16%), jewellery (15%), beauty products (12%) and health and fitness products (12%), the survey said.

"Shopkeepers in major economic hubs clocked sales worth Rs 5,000 crore in last few days through online shopping in October 2013," Rawat said quoting the survey.

Other reasons for e-shoppers multiplying are factors such as home delivery which saves time, along with '24x7' hours shopping with ease and availability factors for product comparisons, it said.

As many as 71% of those surveyed in Delhi who are Internet savvy said they prefer shopping online, while 21% preferred to shop in traditional markets during Diwali.

In other cities like Mumbai, 55% population used to the Internet chose to buy daily routine products through online shopping in 2012-13, which is likely to grow to 69% in current fiscal, it said.

The survey further said that 38% of regular shoppers are in 18-28 age group, 52% in 29-38, 8% in 39-49 and 2% in the age group of 50-60. Besides, 78% online shoppers are male as against 22% female.