around 56 of indian shoppers ditch their online shopping carts sometimes or all the time according to new research from sap the sap consumer propensity study which focuses on online shopping behaviour found that this is because they use online shopping carts to compare prices of similar products with no intention to purchase 45 the consumers also stop short of clicking purchase as they are put off from higher than expected shipping costs 54 or face issues with outofstock items 421000 consumers in india were surveyed on their behaviour at checkout stage and motivations to complete the purchase almost a third of indian consumers surveyed are also more likely to leave their items in the shopping cart for more than a week and have a higher tendency to forget about their intended purchases with close to a third 32 forgetting about the items in their carts as compared to a fifth 21 in other apac countries advt the ecommerce journey is not a linear path with multiple factors and touch points influencing purchase behaviour cart abandonment data such as items selected and discarded navigation steps amongst others provides a valuable trove of insights for retailers to identify friction points map out the consumer journey and make improvements to the overall purchasing experience said krishnan chatterjee chief customer officer and head of marketing indian subcontinent sap prices are the main driver with indian consumers indicating that promotions 54 and discounts 44 succeed in nudging them to complete the purchase however they also appreciate an individualised shopping experience they are motivated to buy whenever the brand demonstrates a full understanding of their shopping history 41 and when prompted by reminders about their forgotten carts 31according to the research brands and retailers cannot rely solely on competitive pricing or discounts since stock availability is a huge barrier to purchase retailers in india need to be conscious that their supply chain and logistics decisions directly impact sales deploying the latest customer applications and technologies might seem to be the silver bullet to drive purchase and retention but what the results really tell us is that indian consumers want online shopping experiences that are personalised catered to their individual needs and lifestyles this extends to ongoing service and support throughout their consumer journey to achieve this brands need a robust omnichannel approach based on having an overview of each customer across all touchpoints at all times and advanced analytics to anticipate customer behaviours and understand their realtime intent with this in place brands will be able to provide a personalised and responsive consumer experience before and after the checkout process added chatterjee advt ettech published on aug 29 2018 at 0225 pm ist telegram facebook copy link be the first one to comment comment now comments comment now read comment 1 all comments post post find this comment offensive choose your reason below and click on the submit button this will alert our moderators to take actions reasons for reporting foul language defamatory inciting hatred