Convenience, the biggest factor driving online shopping: Study

NEW DELHI: Convenience is the biggest factor driving online shopping, followed by affordability, a new study by primary research firm Chrome Data Analytics said.

Lack of trust is why people avoid online purchases, preceded by availability, the firm added in a statement.

The study, which captures data on the preferred mode of purchase for consumers during the festival season, said apparel was the most preferred category for most people who shopped online, followed by electronics and food.

Out of 549 respondents in the survey, only 12% preferred to shop only offline, while the remaining 88% preferred both online and offline shopping, it said.

The statement added that consumer purchasing behaviour was tracked across six cities among respondents between 18 and 45 years of age.

Top buys during the festive season, offline, were jewellery, personal care, home furnishing and appliances, it added.