Many Indians still prefer in-store shopping, says Dyn

While e-commerce is treated like a tide that has had a negative impact on physical retail, a new study on e-commerce by US-based internet performance management company Dyn says that while a majority of Indians who shop online see the online buying experience to be better than the in-store experience, a significant number still value the in-store experience. The study says that 52 percent in India see the online buying experience to be better than the in-store experience. But a high 42 percent still find the in-store experience to be better.

The Dyn survey and another study on e-commerce by consultancy firm PwC India however, support the fact that the mobile device is becoming a primary driver of e-commerce in India. India and China are seen as the two countries where mobile commerce is becoming very important. Dyn, which surveyed more than 1,400 consumers across 11 countries, said that the mobile experience was preferred by just 3 percent in India.

China's figures were along similar lines. But in the US, where e-commerce started earlier, more than 40.5 percent actually prefer the in-store experience, whereas only 38 percent prefer the online experience, and 5 percent prefer the mobiles to shop. However, online buying is expected to rise significantly everywhere across the globe. As many as 89 percent in India said they would buy more online in 2015 than they did in 2014. In China this figure was 82 percent and in the US 47 percent.