What do customers want from e-commerce firms - quality or discounts?

Consumers look for quality, differentiated experiences across categories, finds a Kantar study; Amazon, Flipkart say the focus is on relationships

What consumers want and how can companies cut down friction at the digital cash counters? These are questions that never go out of fashion in the ever-evolving landscape of Indian e-commerce. However as a new study by Kantar eCommerce On shows, these may not be the best questions to ask; instead, consumers are saying, stop treating online consumers as a discount-seeking universal mass and ask what the category demands in terms of convenience, trust and quality. 

“A few years ago, prices and value were the key drivers. Today, quality is as important an expectation,” says Sushmita Balasubramaniam, commerce lead, South-Asia, Insights