Cashkaro’s second ‘Online Shopping Trends’ Survey


After placing all doubts to rest, online retail in India has taken off and is witnessing an upswing, what with the entry of best international brands andbig-wigs of the industry coming together. Testimonials have also come in the form of the IAMAI Report 2013 stating that the e-commerce market grew by 33% to Rs.62,967 Crore and is expected to see a further rise over the next five years!


Supporting this is the typical Indian shopper’s tendency to try and save as much as possible, whether buying electronics, fashion apparel, jewellery or even books! So on the back of having a price sensitive market to operate in, Cashback sites and Coupons along with deals seem to be thriving and more affiliate businesses such as comparison only sites are expected to take off really well too.


The second edition of Cashkaro Online Shopping Trends’ survey revealed that more than 60% online shoppers use Discount Coupons and Cashback, loving the idea of a good saving. While discount coupons registered 33% votes, Cashback received 29% votes with respondents having used the offer recently. What’s more, Indians are also spending big – more than 40%  Indian customers spend over Rs 10,000 online (exclusive of travel) each year and 10% online shoppers declared spending a massive Rs 50,000, on an average each year!


Rohan Bhargava, Co-founder, adding to the Survey said, “With India’s e-commerce market projected to grow manifold in future with improving Internet infrastructure, it will become easier for the country’s nearly 200 million online population to shop on – the – go. With this survey, our belief that India is price sensitive, has been proved again and Indians are now realising the potential of Cashback and Coupons a lot more.”


The ‘Online Shopping Trends Survey’ of more than 3200 online shoppers and Cashkaro fans also revealed some other interesting facts:


Lucrative Savings an Impetus:

  • Results displayed that 95% online shoppers were attracted to the Cashback concept.
  • When asked what encouraged respondents to shop online 27% said it was Cashback and Dealsbecause of lucrative savings.
  • Lower Prices came second with 25% and 22chose ‘Convenience’ as an encouraging factor.
  • 16% said it was the ‘Variety’ online whereas 10% preferred to shop online for the Easy Returns Policy


Hottest categories:

  • ‘Electronics’ garnering highest 23% votes. ‘Fashion and Apparel’ came second with 21%
  • ‘Mobile Re-charge’, which is more of a service, registered with 20% and Books with around 11%.
  • Travel Bookings & Ticketing registered 10% and Health & Beauty came next with 9%.
  • Furniture & Home Furnishings and Baby Products stood with around 3% each


Favourite Online Destination:

  • Netty shoppers ranked highest with 26% votes; was positioned at second place with 21%.
  • Fashion & Apparel leader received 20% votes. Competitor Jabong followed suit with 15% popularity.
  • While Paytm received 12% votes, Other Sites received a consolidated 6% votes.


Important Criteria or Concerns when Shopping Online:

  • 30% respondents chose ‘price’, whereas 29% said ‘quality of product / service’ is priority.
  • ‘Payment Security’ stood third in the list with 17% and ‘Delivery’ was voted fourth with 15%.
  • After-sales Service’ followed next with 8% and ‘Presentation’ on the site received a marginal 0.71%.


Preferred Payment Method:

  • Cash-on-Delivery was the most preferred with 44% respondents followed by Debit Cards rated No.2 with 25%
  • Credit Cards were voted No.3 with 16%. While Net Banking registered 14%, the Online Wallet or Payment Scheme received 2% votes.



  • While there are many addicts purchasing almost every day, a majority 41% respondents said they shop online definitely Every Week.
  • 37% respondents shop online at least once a month11% said they shop online at least every 2 months and the same number 11% went with at least every 3 months.


Time Spent Shopping Online:

  • 36% shoppers spend at least 1 to 2 hours and 32% spend all the time available till they find the right product!
  • 24% spend less than an hour and are quick, whereas 4% spend close to 3 to 4 hours surfing shopping sites. 3% suggested that they end up spending hours and buying things they don’t even require!


Hotspots in India:

  • Most shoppers were from the larger cities such as Delhi/NCR registering 23%,
  • Mumbai with 12%, Bangalore and Hyderabad with 9% each followed by Kolkata, Chennai, Ahmedabad and Jaipur.
  • Hinterlands, smaller cities and towns like Patiala, Aligarh, Rajkot, Lucknow, Vellore and Kota making a mark online!


Speaking about the findings, Swati Bhargava, Co-founder and CEO, said, “Through this survey we have been able to reinforce facts that online retail is maturing across India. Greater confidence has come in from consumers and thereby massive spends and higher transaction sizes. This is great news for affiliate sites like ours and for the affiliate businesses on the whole. The opportunity is massive and we again indicate that the third era is here and online shopping is well on its way to becoming the default option especially for categories like electronics and fashion. ”


About is India’s No.1 Cashback & Coupons site that helps online shoppers save money Through Cashkaro, members can get additional Cashback on all online orders at Myntra, Jabong,, eBay, Yatra, Lenskart and 500 more. Cashkaro gets paid affiliate commission from these partner brands and that it shares with its members as ‘Cashback’. For example, you can get flat 10% Cashback on Jabong, up to 10% Cashback at, upto Rs 240 Cashback on every Myntra orderRs 750 at Yatra hotel bookings & more. Cashback is paid over & above 30% off Coupons and 70% off sales so it ensures you get maximum possible savings.


The same Cashback concept is really popular in the UK & US with leading Cashback sites making over $100m in revenues. With the huge ecommerce growth in India, Cashkaro is set to do the same & lead the market in the country. - Online Shopping Trends Survey - May 29, 2014

Mohit Bansal(23) is B.Tech in Electronics and Communication Engineering from Indian School of Mines, Dhanbad, India. He has interest in business and entrepreneurship and has published couple of research articles. He is also associated with various NGOs. He is with Techaloo when it was just in concept stage. The Techaloo site was not existing even then. Currently Mohit is working with Mu Sigma as a Business Analyst Profile.

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