Business: The online grocery market in India is witnessing strong growth. According to a report by PwC, the online grocery market is in vogue among people due to its quick delivery services, large variety of products and convenient digital experiences.

Rapid expansion is happening due to these factors
The report said that although online grocery is a small part of India’s overall grocery retail market, it is expanding rapidly due to several factors such as convenience, seamless digital payment integration, effective social media marketing and quick delivery options.

How do consumers differentiate between offline and online shopping?
Nowadays consumers choose between offline and online shopping depending on their need, total purchase amount and return policy. The report highlights that offering quick delivery and removing minimum order requirements are further boosting online shopping in this segment.

Social media had an impact on 66 percent of the country’s buyers.
A key finding from the study was that 66 percent of shoppers in the rest of India tried online platforms or brands for grocery shopping after viewing content on social media. This highlighted the growing influence of digital marketing and social media platforms in shaping consumer preferences and purchasing behaviour.

Identifying two different buying patterns
The report also identified two distinct purchasing patterns emerging across India, monthly bulk purchases and low-cost emergency purchases. Among the key players, Flipkart has emerged as the most preferred marketplace for grocery shopping among both urban residents and consumers in the rest of India, with 32 per cent of respondents choosing it as their first choice.

On the other hand, snacks, bath products and other daily essentials have become one of the best-selling categories on grocery apps. The risk of poor quality in these items is minimal and the convenience of quick delivery and bulk ordering options make them popular choices for online buyers.

Flipkart is famous among consumers
Consumers love Flipkart because of its convenient bulk purchasing options, competitive pricing, diverse product selection, reliable delivery, and absence of minimum order requirements. Amazon was ranked as the second most preferred marketplace for grocery shopping, while consumers praised BigBasket, JioMart and Swiggy Instamart for their quick delivery services and strong customer support.

Consumers have different preferences regarding fresh produce and non-vegetarian groceries.
Despite the growing trend of online grocery platforms, consumers in urban and rest of India prefer to buy fresh produce and non-vegetarian groceries offline. This continued preference stems from concerns regarding product quality, freshness, limited return policies, and a desire to support local businesses.