Security concerns pushing online shopping this Diwali: ASSOCHAM

New Delhi: To avoid risk of moving in crowded markets and easy accessibility to varieties, the internet savvy people are increasingly shifting to online shopping for festivals pushing e-commerce business by 250% this Diwali, reveals the Associated Chambers of Commerce and Industry of India (ASSOCHAM) recent survey.
As per feedback received by 1,200 traders & organized retailers in this regard, the buying trends during festive seasons have witnessed a significant upward movement this “Diwali” also due to aggressive  online discounts, rising fuel price and wider and abundant choice keeping them indoors. “Online shopping is likely to grow by nearly 250% during this festive season at various metros including large township like Delhi-NCR, Luknow, Kolkata, Chandigarh, Dehradun, Pune, Mumbai, Ahmedabad, Hyderabad, Cochin, Chennai, Udiapur, Jaipur etc.
Releasing findings of ASSOCHAM, its Secretary General, Mr. D S Rawat said, “through online shopping in the month of October 2013, shopkeepers in major hubs of economic activities effected sales of number of articles to an extent of Rs. 5,000 crore in last few days”.
Commenting the trend, Mr. Rawat said, busy markets in the capital, including the sprawling retails in the entire National Capital Region, would be impacted the most, hitting the brick and mortar business and the traditional Diwali fervor in the busy marketplaces.  He said, “then there are security concerns besides other inconveniences in big cities”.
Many traders said, due to recent apprehension have dampened the spirits in some cities, most who were eagerly looking forward to celebrating Diwali in a grand manner through shopping sprees and hotel and restaurant hopping this year.
Other reasons for e-shoppers number multiplying are because of factors such as home delivery which saves time, secondly ’24×7′ hours shopping with ease and availability factors for product comparisons, adds the survey.
Commenting on the ASSOCHAM analysis, Mr. Rawat said “the Delhiites are taking lead in ordering their Diwali requirements of consumer durables product followed by Mumbaikars and shoppers in Gujarat.
 Survey findings are:
As per the survey 71% of Delhiites, who are Internet savvy,  prefer shopping online while 21% prefer to shop in traditional markets and rest 8% of the respondents said they prefer to visit a mall for their shopping needs during the Diwali, the survey stated.
In other cities like Mumbai, 55% of its population used to the Internet , chose to buy daily routine products through online shopping in 2012-13, which will go to 69% in current fiscal for gift articles, magazines, home tools, toys, jewelry, beauty products & sporting goods categories.
Likewise, Ahemdabad share was 48-50% in the last year, which might go up another 65% of those Internet penetration in 2013-14. Similarly, Bangalore share is 45% for books, electronic gadgets, accessories, apparel, gifts, computer peripherals, movies, hotel booking, home appliances, movie tickets, health & fitness products and apparel gift certificates in 2012-13 will touch the 60% in 2013-14.
In other cities like Kolkata, 40% of its population using internet  chose to buy daily routine products through online shopping in 2012-13, which will go to 55% in current fiscal for gift articles, magazines, home tools, toys, jewelry, beauty products & sporting goods categories.
The survey further reveals that 38% of regular shoppers are in 18-28 age group, 52% in 29-38, 8% in 39-49 and 2% in the age group of 50-60. 78% of Online Shoppers are male as against 22% female.
“Most products bought & sold off during Diwali through online comprise Gift articles (58%), electronic gadgets (41%), accessories apparel (36%), apparel (36%), computer and peripherals (33%), hotel rooms (20%), home appliances (16%), toys (16%), jewelry (15%), beauty products (12%), health and fitness products (12%)”, adds the survey.
Mr. Rawat also said non-resident Indians (NRIs) are more actively shopping online during the festive season. During Diwali, online shopping by NRIs contributes 90-95% of total shopping, adds the paper.
The articles that are likely to be shopped intensively during Diwali would include electronic items, gift articles, idols of Gods and Goddesses, sweets, flowers, clothes & jewellery etc., adds the survey.
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SOURCE: Assocham