India’s online grocery battle has been heating up fueled by the pandemic-related surge in demand, offline retailers’ growing omnichannel presence, and the arrival of big players in the market. The convenience and increasingly personalized experiences offered by online grocery platforms have long been appealing to consumers which are surging the demand for e-groceries.

Here are the top three trends that are driving growth in online grocery shopping:

Impact of Digital: With increasing internet penetration rate and wide awareness of e-commerce, online platforms are making sure of smooth, intuitive, and time-saving customer experience which is achieved by incorporating fast and efficient ways of purchasing, such as cashless and one-touch payments. The growing acceptance of online payments by consumers along with live video shopping, augmented reality, and virtual assistants and changing behavior of consumers according to their preferences and needs have transformed traditional shopping into digital shopping.

Partnerships and Offers: E-platform companies have partnered with e-wallet companies, and credit card and debit card companies to provide extra discounts to the users. Offers, deals, and discounts on products, deliveries, and payments have driven customer traffic for customer acquisition guaranteeing an amazing inflow of customers which lead to a rise in the online grocery market.

Government and Private Initiatives: The digital revolution in the country is likely to drive the overall market growth with government and private initiatives like Bharat Net Project, Digital India movement, Umang and start-up India Portal, Bharat Interface for Money (BHIM) to boost digitization, e-commerce draft policy, consumer protection rules to protect the interests of consumers and open network for digital commerce to look after the development of a government-based e-commerce platform.

Source: Ken Research