Kantar launches study on shopper-centric understanding of eCommerce

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eCommerce On helps clients build on a foundation of understanding of the sector through four key areas from the shopper’s point of view

Kantar has launched eCommerce On, a new global study that offers a foundational, shopper-centric understanding of eCommerce across countries and categories. Wherever they are in the world, today’s companies are under pressure to achieve eCommerce growth, while still balancing the needs of shoppers, retailers and brands. Putting the shopper back at the core of eCommerce strategy,

Kantar’s study helps clients build on a solid foundation of understanding eCommerce through four key areas from the shopper’s point of view:

– eCommerce category overview and underlying online shopper behaviour
– Uncovering mindsets and motivations that drive the shopper behaviour
– Understanding consumer needs through shopper currencies
– Insights from comparing eCommerce platform performance against online shopper expectations.

Commenting on the study, Sushmita Balasubramaniam, Commerce Domain Lead, South Asia, Kantar said, “We have seen eCommerce evolve rapidly over the years. Online shopping is not just about discounts or convenience anymore. This study has shown us that online shoppers in India are no different from their counterparts in more developed countries – both in terms of their needs as shoppers and why they shop online. The report throws light on how shopping missions and related shopper needs and currencies play out across 15 categories that are shopped online today. And, the criticality of using technology and marketing in the context of how to serve shoppers and address their needs at the relevant moments in the best manner.”

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