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E-COMMERCE EMERGING MARKETS - SNAPSHOT
INDIA
Online shopping behaviour in tier towns and cities
The Ask
Understand how consumers in smaller cities and towns shop online, what drives their decisions, and how the client can better serve and convert them.
What we delivered
We uncovered shopping behaviours, triggers and barriers, and decision drivers through in-depth interviews. This included deep dives into platform choice, category behaviour, and perceptions of client vs. other players, helping surface early themes grounded in lived experiences.
These insights were then structured to feed into the Quantitative phase, enabling validation at scale and identifying what truly holds across markets.
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