YouGov released a survey on the apps used during the lockdown. The survey runs among 1000 respondents from 14th– 17th April reveals that despite the lockdown and strict norms around social distancing, 52% of urban Indians are stepping out and buying essentials from local retailers and hypermarkets. 39% are getting it delivered locally by neighbourhood vendors.
Most people have used delivery apps to order essential supplies during the lockdown period. Paytm turns out as the most used app for this purpose with 39% of people using it, followed by Big Basket with 21% of users and Big Bazaar with 18%. Although slightly late Swiggy with 16% and Zomato with 15% have entered the fray, and one in six people admitted to using these apps for the delivery of necessary items.
Further, the report reveals that Amazon Pantry is used by 16%, Reliance Fresh with 15%, Grofers with 14% and Dmart also with 14% were some other popular channels of delivery. Comparatively, Flipkart Supermart recorded only 10%, Domino’s Pizza 7%, Milk Basket 5%, Nature’s Basket 4% and Dunzo with 3% were less popular for ordering daily supplies.
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While people have indulged with delivery apps at some point during the lockdown, currently only one in five means 20%, Indians are ordering essentials online through these apps. Residents in North India were more likely to say this- at 27%. Similarly, a higher number of tier-1 and tier-2 city residents are likely to order online through delivery apps as compared to tier-3 residents. Among the different age groups, people in their thirties are more likely than the rest to shop everything online.
Even though Paytm emerged as the most used delivery app for essentials during the lockdown, when it specifically comes to those who are currently only ordering online, Big Basket takes the top spot at 44%, followed by Paytm 34% and Grofers 33%. The e-grocer is especially popular among respondents from tier I cities, with 58% saying they shopped from Big Basket during the lockdown. Paytm on the other hand, is more popular in tier-2 and 3 cities.
The high volume of people stepping out to buy necessities or getting them delivered locally could be due to problems faced with online grocery shopping. Unavailability of goods is the top concern among buyers ordering essentials online followed by lack of variety as well as unusually long delays in deliveries (32% each).
22% of respondents experienced cancellation of their orders, 17% received partial deliveries and 16% of them faced issues with order policies. Similarly, 11% witnessed payment issues while a 10% received low-quality products. However, a quarter seems pleased with the experience and claim to have had no problems with their delivery.
At an overall level, half the respondents are satisfied or very satisfied with the experience of ordering essentials online. One in six means 16%, however, are either unsatisfied or very unsatisfied while 33% are unsure of their experience. Unsurprisingly, satisfaction is higher among those who currently order online as compared to those who either step out or order essentials locally through neighbourhood vendors and this presents an opportunity for e-grocers to win these consumers by offering better service and experience.
Speaking about this Deepa Bhatia, General Manager, YouGov India, said, “While the COVID-19 crisis has adversely impacted most businesses, it has also opened opportunities for some e-commerce players, especially those catering to the daily needs of people. Along with serving new customers, it is imperative to satisfy and retain the existing ones. In such an environment, it is important for brands to win consumers’ trust by understanding their needs and concerns, and then targeting them with the appropriate communication and marketing strategies.”
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