Kantar has launched a report that reveals a significant difference in availing offers online and offline by consumers. According to the report titled, ‘Uncovering consumer decision making in digital commerce’, online buyers are more price sensitive and avail more offers compared to offline buyers.

86% of online consumers are willing to take up offers while the offline offer uptake stands at 60%. says the report. 

The research collates multiple studies done across various categories, with the aim to help marketers formulate winning strategies for digital commerce.

Other key findings of the report include:

- When it comes to selecting a digital payment instrument, ‘brand reputation’ dominates as the primary factor, standing at the highest index of 100, while other parameters such as ‘interest on earning’, ‘platform fee and charges’, and ‘cashbacks on all transactions’, lags behind at 47, 43 and 18 (indexed to brand reputation) respectively. 

- While selecting the e-commerce platform for online purchases, consumers look for foundational needs being met and hence ‘delivery type’ and ‘delivery charges’ are at top, followed by ‘discounts’ and ‘delivery time’.

-  While consumers may expect to have many services and features available on the app, they would be willing to pay only for the services and features which fulfils an unmet need or have a tangible benefit. The research points out that it is important to estimate consumer’s willingness to pay for each service and feature, in order to construct subscription packages and to monetise profitably.

-  The report points out that while constructing and pricing subscription packages / offer bundles and monetising services and features in digital commerce space, it is important to consider (and not ignore) free services and content available on the web as real competition because in consumer’s mind, these are relevant options and something they can easily switch back to.  

- Lastly the report points out that loyalty program subscribers expect higher tangible rewards in return. This can vary by category.

The report underscores the importance for marketers to optimise discount and promotion offers (own and with partners) considering channel dynamics and to understand the psychological thresholds to pricing.

Soumya Mohanty, managing director and chief client officer, Insights Division, South Asia, Kantar, said, “India's online shopper base is to be the second largest globally by 2030, with nearly 500-600 Mn shoppers, as per Invest India*. To capitalise this massive growth and be future-ready, it becomes even more important to listen to what consumers want from your category, brand, and those you partner with.