Online ads not equal to online buys

E-commerce firms are now opening physical stores, hoping customers would buy products from online

E-commerce firms are learning lessons the hard way while dealing with Indian consumers. An e-commerce furniture brand, which was confident that people would look at concepts and designs on their smartphones and buy furniture, have found that the time spent on those devices didn’t translate into money spent. Consumers do click on ads for discounts on new furniture, but when they have to make the final decision, they want to touch and feel the products. E-commerce firms are now opening physical stores to attract customers, hoping they would then buy the products from online.