How e-commerce behaves differently for different consumers in India

Ogilvy’s Vandana Nath and Anupama Yadav look at how e-commerce in India is evolving in response to the unique needs and behaviours of the Indian consumer, and the trends that will shape the market.

This article is part of a Spotlight series on on what e-commerce 2.0 means for brands in India.  Read more

India is a highly fragmented and heterogeneous market with diverse and peculiar consumers. But it is this complexity that makes a variety of players interested in servicing the needs of different types of Indian consumers.

In India, e-commerce isn’t just about retailing but responding to the human and psychological needs of the various consumer types.

As the Indian e-commerce market evolves and comes of age, here are four trends that will unlock the next phase of growth.

1....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands