According to a survey on e-commerce trends and the share of potential categories driving the e-commerce market, released by Google India and TNS Australia, in 2012, electronics and books have been the top categories for online purchases, but apparel and accessories have also registered a considerable increase, accounting for 30 percent of the queries filed on Google search.
The same source indicates that these segments are expected to continue to grow over 2013. Online shopping for baby products, home decoration and healthcare products has also grown in 2012. While 50 percent have invested in home decoration products online, almost 40 percent of the overall consumers have bought baby products online.
Data shows that online shopping activities are not only made in metros or in big cities. According to results, portals have seen over 51 percent of traffic coming from non-metros cities during the Online shopping festival from December 2012.
With regard to the factors driving the e-commerce sector, the Google report suggests that more than 30 percent of the shopping queries come from mobile devices, which shows that penetration of smartphones and the growth amongst users accessing data on mobile are contributing to the overall e-commerce growth.
The survey also suggests that consumers who have bought an airline ticket online, have also shopped more for other products. The key drivers for consumers to go online for shopping were cash back schemes, cash on delivery, faster delivery, substantial discount offers as compared to market or retail and easy accessibility to numerous brands.
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