Shoppers in US and India embracing hybrid approach – Report indicate shifting trends across e-commerce

Consumers are using multiple channels to shop. According to a report by Locus and Coresight Research, 65.8 per cent of US consumers now want to go for multiple channels such as online and in-store to enhance their convenience and choices. A similar trend can be observed in India, especially amongst the younger generation. These shoppers are 18-44 years in age and use both online and offline platforms. Due to 75 per cent of online shoppers falling into that age group, brands can see a rise for a unified or integrated channel to enhance shopping experience.