bengaluru amazon india is taking the lead over rival flipkart when it comes to customer preference for online retail shopping mainly because of its prime service and strong logistics play amazon continued to be the preferred online destination for indian shoppers increasing its gap over flipkart in customer preference according to a survey by research firm forrester research the survey done among 2000 indian consumers done between february and march this year showed 80 shopped with amazon while nearly 65 of these shoppers shopped on flipkart according to forrester amazon india had surpassed flipkart in customer preference for the first time last year flipkart and jabong saw a slight decline in customers opting for their platforms while there are no absolute numbers the survey done with 2000 metropolitan shoppers found that the number of customers who shopped at flipkart dipped from close to 70 last year to 65 while those who shopped on jabong fell from over 30 last year to 25 this year customers who shopped on amazon grew from 75 to 80 shipping cost shipping time product reviewratings low price guarantee and retailers return policy are the key factors for customers while picking an online retailer over a period of time amazon rated high in almost all the factors allowing customers to order more products and also increasing the num ber of categories they purchase said satish meena senior forecast analyst at forrester the addition of prime video and amazon prime for customers who are spending more online has helped amazon capture customer preference he said overall amazon is increasingly increasing the engagement on the platform allowing them to increase the wallet share from existing online buyers and adding more buyers due to superior customer experience said meena amazon india claims it has seen 25 yearon year growth in purchase frequency driven by growth in consumables and fast fashion categories the share of the platforms new customers in nonmetros moved past 75 in 2017 new customer acquisition grew by 60 yoy in 2016 the company said flipkart did not respond to queries online customers are looking beyond just discounts and are now also considering good experience and fast delivery product ratings have also become important said an ecommerce logistics player who did not wish to be identified overall customers online retail spending picked up again in 2017 after seeing a dip last year as per the report online spending grew by 11 in the first half of 2017 with the online spending per buyer growing to rs 26671 in terms of mean spending in 2017 from rs 24092 in 2016 by mugdha variyar et bureau published on aug 17 2017 at 0145 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 against