According to a report, international e-commerce websites remained favourite among Indian consumers in 2016. They spent a total of US $3.9 billion (Rs.26,600 crore). Indian consumers stand third after China and Britain in shopping online. Chinese and British consumers spent Rs. 6,599 crore and Rs. 5,661 crore, respectively.
Clothes, footwear and accessories accounted for a 54 per cent share of the sales by Indian consumers. Around 800 e-commerce consumers were covered under this survey which reveals that transaction in Indian rupee and free shipping were key factors which attracted shoppers towards international e-commerce websites.
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Availability of alternative products, international brands (not available on Indian websites) on these sites turned out to be a crucial factor in diverting Indian traffic on their websites.
