Three charts that explain how India shops online

Smartphone craze.
Smartphone craze.
Image: EPA/Piyali Adhikary
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When online fashion retailer Myntra decided to shut down its website in May this year and start selling only through its mobile app, many said the move was a mistake. Competitor Snapdeal even went on to claim that it was profiting from Myntra’s decision.

However, a recent report shows that the Bengaluru-based company’s strategy may be smart.

A recent survey found that 60% of respondents plan to use smartphones or tablets over PCs to purchase consumer goods online in the future. The survey, conducted between February and April 2015 by mobile-advertising firm InMobi and London-based internet-based market research firm YouGov, included 800 respondents from India.

Here’s how the respondents answered the question “Thinking about the next 12 months, which device are you most likely to use to purchase consumer products online?”

While reports suggest that India’s e-commerce poster boy Flipkart, which purchased Myntra last year, may also be toying with the idea of shutting its desktop website and selling only through mobile, Indian consumers continue to have several fears about shopping through a smartphone.

From a small phone screen that may disrupt the shopping experience to worries over delivery charges, here are the top concerns Indians have about mobile shopping:

A full 75% of survey respondents said they prefer to pay for consumer packaged goods in cash.

Users also depend heavily on smartphones to search information about products before making a purchase (62%) and to share information about products (26%) through social media or chat apps.