According to a recent survey conducted among consumers who purchased smartphones during the 2024 festive season highlights that “choice” has become the primary reason for opting for online marketplaces. While discounts and promotional offers have traditionally been strong motivators, the availability of preferred models, variants, and colors is now the leading factor influencing online purchases.
Why More Consumers Prefer Buying Smartphones Online
The survey was conducted among 2,000 respondents who bought smartphones during Flipkart’s Big Billion Days and Amazon’s Great India Festival. These two platforms remain dominant during India’s festive period, which begins in September and peaks around Diwali. Although pricing differences between online and offline channels have narrowed in recent years, online platforms continue to offer advantages that appeal to buyers.
Among the key findings, 44% of online smartphone buyers cited product choice as the main reason for purchasing online, whereas only 20% prioritized discounts. Nearly half of the respondents compared prices with offline retailers before completing their purchase, and many found no significant difference. In cases where online prices were lower, some buyers managed to negotiate similar deals at offline stores.
The flexibility of online shopping emerged as another strong factor. About 73% of respondents valued the ability to research products at their own pace, explore multiple options, and revisit their purchase decisions without pressure from sales representatives.
Confidence in online marketplaces has also grown significantly, with consumers rating their trust level at 4.5 out of 5. Amazon received a slightly higher score of 4.7, compared to Flipkart’s 4.3. Only 1% of respondents reported issues such as incorrect or incomplete deliveries.
While artificial intelligence features influenced purchasing decisions for 17% of buyers, they were not the primary factor. Customer ratings and reviews played a much bigger role, with 81% of respondents checking them before making a final decision.
Upgrades were the driving force behind most purchases, as 87% of buyers replaced their smartphones with newer models. Exchange offers were also popular, with 23% of respondents using trade-in deals. The average amount spent on smartphones during the festive season stood at Rs. 28,000 ($323).
Looking ahead, online marketplaces are expected to maintain their dominance in smartphone sales. In 2025, online channels are projected to contribute 53-55% of total sales volume, with marketplaces like Flipkart and Amazon accounting for 85% of these purchases.
Although hybrid retail models are evolving, online platforms continue to offer unmatched convenience and variety, making them the preferred choice for consumers.
You can also read our latest article on the future of smartphone innovation, which explores advancements like rollable screens, multi-hinge designs, and ultra-thin form factors.
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