Online shopping losing steam? More Indian shoppers say satisfied with in-store experience, report claims

As e-commerce and quick commerce reshape retail, fewer Indian consumers report satisfaction with their shopping experience. In 2023, 80% of APAC shoppers, including those in India, were satisfied with both in-store and online shopping. This year, satisfaction however, dropped to 78% for in-store and 75% for online shopping, according to a Global Shoppers Study.

The study proves that as consumers increasingly shift to digital shopping, online experiences still need improvement. Retail continues to generate higher satisfaction, but shoppers expect seamless click-and-collect and returns—an area where 85% of APAC retailers, including India, struggle.

The study was conducted online by Azure Knowledge and commissioned by Zebra Technologies, surveying 4,200 adult shoppers, decision-makers, and associates to analyse retail trends and technological shifts.

In the last two years, almost one in five shoppers in the APAC market, left stores empty-handed due to a lack of available retail associates, the study highlights.

Retailers are thus, increasingly investing in technology to combat these issues and to enhance the online-offline shopping experience. Nearly 90% of associates believe mobile tools improve customer service, and 79% retailers in APAC plan to boost tech investments in 2025.

In APAC, 80% of decision-makers plan to increase supply chain investments, surpassing the global average.

“Many retailers are laying the groundwork to build a modern store experience,” said Subramaniam Thiruppathi, director of India business, Zebra Technologies.

AI is viewed as the most effective tool for loss prevention, followed by cameras, sensors, and RFID. While only 38% of retailers currently use AI-based prescriptive analytics for loss prevention, over half in APAC plan to adopt it within three years.