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Women In Tier II & III Cities Driving India’s Online Retail Market

Last year Google released a report on a survey it conducted in collaboration with Forrester on online shopping trends in India. The report highlighted factors driving growth of e-commerce in India. Aspects covered in the research included mobile commerce, consumption patterns of female shoppers, increasing demand from consumers in tier II and III cities, etc. The report also discussed some barriers to online retail in India such as poor customer satisfaction and trust.

Some key findings of the research were:

1.Mobile shoppers: Mobile is driving the market, especially in tier II and III cities of India. Half of the online shopping from Tier II and III cities are from mobile, compared to just one-third from Tier I cities. The percentage of online buyers making shopping queries from a mobile device have grown from 24% in 2012 to 57% in 2014. Forrester forecasts that mCommerce in India will be around $19 billion by 2019.

2.Women:. The study revealed that women are far more active on online shopping platforms as compared to men. They outspend men online by two to one, and around one-quarter of the women in tier one cities make mobile purchases.
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