BENGALURU: It is true that a majority of Indians are switching to shopping online and also finding it better than the in-store experience. However PwC India, a consultancy firm released a study that shows that a significant number still value the in-store experience.

E-commerce in India is at it peaks in India and China thanks to the increasing number of mobile apps and Smartphones in these two countries.

The survey found that 52 percent in India see the online buying experience to be better than the in-store experience. However a considerable 42percent still find the in-store experience to be better. There are several reasons that contribute to their preferences. Nonetheless, online buying is expected to rise significantly everywhere in India. But this trend can only last as long as the online services live up to the standards.

"According to some industry players, over 50 percent of the orders are being placed through mobile apps, which is not only leading to substantial customer acquisition but also building customer loyalty for various brands. However, most mobile transactions so far are for entertainment, such as booking movie tickets and music downloads. This trend will change soon with more and more merchandise being ordered online," PwC said.

There is a significant majority in India who is not tech savvy and many still find that in-store shopping is rather more reliable than the online business. This proves that the brick and mortar stores have not yet lost their edge over Indian customers as yet. And moreover even in U.S. where the online markets have entered much earlier, the in-store shopping is very much alive and vibrant.

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