82% of active internet users have online shopping and research experience: Amazon Study

The study states that more than 3 out of every 5 users visit Amazon for browsing/window shopping of products while 1 in every 3 users start their product research journey on Amazon

by Team PITCH
Published - December 19, 2022
3 minutes To Read
82% of active internet users have online shopping and research experience: Amazon Study

India has been witnessing a massive shift in the way customers shop, especially with the disruptions caused by the recent Covid pandemic. The internet has revolutionised the way we live today, and shopping is no exception. The penetration and growing use of the internet has given a fillip to online shopping and research experience among Indian consumers. In a bid to understand the audience better, Amazon Ads surveyed as many as 2,000 active internet users to get a deeper insight into their online behaviour, research, and shopping interests.

To better understand the audience, Amazon Ads surveyed 2,000 active internet users* for deeper insights into their online behaviour, research and shopping interests.

The following are the key highlights of the study:

*Most active internet users have an online shopping experience
The survey states that active internet users who visited online shopping platforms in the last 6 months account for a staggering 82%. The study further adds that 3 out of every 5 internet users have actually purchased things online in the last 6 months.

*Amazon is the preferred portal for window shopping
As per key findings of the survey, more than 3 out of every 5 active internet users visit Amazon for browsing/window shopping of products. This accounts for a total of 63% of active users who make Amazon the primary destination for product discovery across categories**

The survey reveals that in a quest to find products, 1 in every 3 active internet users, accounting for 34%, start their research journey regarding any new product on Amazon.

A large number of active internet users choose Amazon during the early stage of their shopping journey. The survey highlights that almost 3 out of every 4 visitors on Amazon, which is a staggering 72%, have visited Amazon in the early research stages to find their desired products. These are users who start their research and/or continue the research journey after doing their primary research.

*Amazon helps audience discover and consider new brands
About 47%, that is nearly half of the shoppers, were unsure about which brand they should opt for when they landed on Amazon, the survey reveals. The key findings show that overall, 47% of the shoppers had considered a new brand while 5% of shoppers actually bought a new brand that they discovered on Amazon.

In India, a majority of consumption is through the offline channel. Having said that, active internet users shop online for some of their needs and carry out thorough online research before making an offline purchase. Amazon has established itself as a prominent platform for product research and discovery among consumers. 

To know insights into shopper behaviour on Amazon, click here to download the latest study.

*who access the internet at least once a month
**Categories - grocery, personal care, fashion apparels, mobile phone, home appliances and consumer electronics