E-com­merce com­pa­nies los­ing money as In­di­ans ditch shop­ping carts, says SAP study

Progressive Grocer (India) - - Market Update -

Ac­cord­ing to new re­search from SAP, more than half (56%) of In­dian shop­pers ditch their on­line shop­ping carts some­times or all the time. The SAP Con­sumer Propen­sity Study fo­cus­ing on on­line shop­ping be­hav­ior found that this is be­cause they use on­line shop­ping carts to com­pare prices of sim­i­lar prod­ucts with no in­ten­tion to pur­chase (45%). They also stop short of click­ing ‘pur­chase’ as they are put off from higher than ex­pected ship­ping costs (54%), or face is­sues with out-of-stock items (42%). 1,000 con­sumers in In­dia were sur­veyed on their be­hav­ior at check­out stage and mo­ti­va­tions to com­plete the pur­chase, with the re­sults re­veal­ing that In­dian con­sumers tend to pro­cras­ti­nate when mak­ing on­line pur­chases.

“The e-com­merce jour­ney is not a lin­ear path, with mul­ti­ple fac­tors and touch­points in­flu­enc­ing pur­chase be­hav­ior. Cart aban­don­ment data such as items se­lected and dis­carded, nav­i­ga­tion steps, amongst oth­ers, pro­vides a valu­able trove of in­sights for re­tail­ers to iden­tify fric­tion points, map out the con­sumer jour­ney, and make im­prove­ments to the over­all pur­chas­ing ex­pe­ri­ence”, said Krishnan Chat­ter­jee, Chief Cus­tomer Of­fi­cer and Head of Mar­ket­ing, In­dian Sub­con­ti­nent, SAP. Al­most a third of In­dian con­sumers sur­veyed are also more likely to leave their items in the shop­ping cart for more than a week and have a higher ten­dency to for­get about their in­tended pur­chases, with close to a third (32%) for­get­ting about the items in their carts, as com­pared to a fifth (21%) in other APAC coun­tries.

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