India to Have 214 mn Hyperlocal E-commerce Shoppers by 2022 End

India to have 214 million hyperlocal e-commerce shoppers by the end of calendar 2022, up from the estimated 141 million as of now.

Hyperlocal commerce shoppers in India account for 48 percent of all e-commerce users in the country as of now, with a huge surge in consumers in metros and beyond, according to a report by WATConsult, Dentsu India’s digital agency 

Zomato tops the list of the most used hyperlocal apps while SwiggyGo, Amazon Fresh, and BigBasket are some of the other popular choices among consumers. This is followed by 1mg, Grofers, and UberConnect.

Hyperlocal utility services are expected to gain more traction and this can be primarily attributed to growing disposable income, working population, and a greater need for convenience, as per the report.

“Amidst this shift, hyperlocal has been one of the top priorities for all D2C brands as well as marketplace-heavy businesses. This new model of hyperlocal has enabled local retailers to increase their market share," said Sahil Shah, Managing Partner, WATConsult.

Hyperlocal services adoption and accelerated growth in the e-commerce industry have led to a paradigm shift in India's shopping behavior, with first-time e-commerce users rising during the lockdown and contactless delivery and digital payments becoming the norm, the report added.

Local food delivery stood out as the top-most used hyperlocal service, followed by local logistics and groceries and vegetables. Meanwhile, 33 percent of those surveyed said they use such services for their speed, while 27 percent attributed unique product and service offerings as a key reason to use such services.

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