Wunderman Thompson and GroupM in partnership with Amazon Ads have released a playbook for building communication strategies for e-commerce networks.
This is based on the steep rise expected in e-commerce in India. 350 million Indian consumers are expected to make a purchase online by 2025 up from 150 million in 2020. The e-commerce industry is seeing an annual growth rate of 23% which means it will have 500 million online shoppers by 2030.
By 2025, 70% of all internet users are expected to be online transactors, with 33% being online shoppers. Currently, 80% of the urban internet users in India use e-commerce portals for online product research and 25% visit e-commerce portals for their offline purchases too.
According to the report, digital consumers are considered to be:
- More informed, more participative, well-employed and more affluent than the average internet user in India.
- Digital consumers have diverse interests and a modern lifestyle. 21% of them are diet conscious and 32% are gym-goers, 6% travel abroad every year while 23% make domestic trips.
- Digital consumers are open to choices when they start researching products as 43% of their purchases are generic while 57% have a brand-related search.
- The report also revealed a typical purchase journey on Amazon with the example of the television category.
A consumer looking to buy a TV on Amazon takes on an average seven to eight weeks in the purchase journey, of which 27-28 days is considered to be an active research period.
A user has 9-10 keyword searches, views 17-18 product detail pages and spends a total of eight to nine minutes on it. Three or four brands are usually considered before the purchase.
The study also revealed recommendations for building a content strategy:
1: Leverage first-party audience intelligence
2: Map primary consumer touchpoints to establish visibility
3. Create engaging consumer connections
4. Go Beyond: Innovate through integrated immersive experiences