Retail web audience in India grows by 18 per cent: comScore

The study released by comScore is based on the comScore Media Metrix; it reveals that coupons sites are growing at a fast pace, with a reach of 16.5 per cent of the total online population.

Nearly 60 per cent of online users in India visited a retail site in November 2011, with the number of online shoppers increasing 18 per cent over last year. The comScore study reveals that in November, 27.2 million internet users accessed online retail websites, compared to 23 million during the same period last year. The users were aged 15 years and older, and accessed the sites from computers at home or work.

Further analysis of the retail sub-categories reveals that coupons sites are the biggest, with 7.6 million visitors and a reach of 16.5 per cent of the total online population. Sites such as Snapdeal.com and Mydala.com lead the coupons category. Consumer electronics rank next, with 7.1 million visitors, and show a growth of 12 per cent over the previous year.

About 5.8 million online users visited comparison shopping sites, an increase of 25 per cent over the previous year.

Commenting on the results of the study, Kedar Gavane, director, comScore India, says, "The online channel is playing an increasingly important role in connecting retailers with potential customers in India. To take advantage of this growing opportunity, retailers must ensure that they address the needs of potential customers, which include attractive pricing and the convenience of ordering online.

"The rapid growth of online coupons sites suggests that consumers in India are looking for deals, highlighting the need for online retailers to adopt effective marketing and pricing strategies for their goods."

Amazon sites led as the top retail destination in India, with 6.8 million visitors representing 14.7 per cent of the online population. Apple.com ranked second with 3.4 million visitors, followed by Samsung, with nearly 2.8 million visitors.

Other top retail destinations included Flipkart.com (2.7 million visitors), HomeShop18.com (2.3 million visitors), and Naaptol.com (2.1 million visitors).