E-shoppers from smaller cities spend 77 pc more than Tier 1 counterparts

Online shoppers from Tier 2 to Tier 4 cities spent up to 77 per cent more than those from Tier 1 cities in their last online shopping transaction, according to a survey by the Indian Institute of Management Ahmedabad (IIMA).

The report of ‘Digital Retail Platforms and Consumer Emotions: An Indian Perspective’ that was released Monday gives crucial insights into adoption of digital retail both in urban and rural India.

The report was authored by IIMA chair professor Pankaj Setia, professor of Information Systems and Strategy and chairperson of the Centre for Digital Transformation (CDT), professor Swanand Deodhar, Assistant Professor (Information Systems), IIMA, and Ujjwal Dadhich, Research Manager, CDT.