India’s e-commerce surge: Fulfilling consumer needs with human experiences

Oindrila Roy of Essence says brands should not lose sight of the human connection as e-commerce features and functionalities continue to open up more opportunities for marketers.

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

The onset of the COVID-19 pandemic brought about multiple consumer behavioural changes, foremost of which was the rapid adoption of e-commerce.

In India, from April-May 2020, a consumer report found that there was already an increase of 11% in first-time online shoppers, 16% in new category online shoppers and 30% in online shoppers with larger purchases in existing categories.

The country’s e-commerce market is estimated to grow at a 30% compound annual growth rate over the...

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