Product quality has emerged as the paramount criterion for 86% of online grocery buyers in India when selecting platforms, according to a study by LocalCircles.
The nationwide study, based on over 70,000 responses from 227 districts across India, revealed that value for money and delivery time are also significant factors, with 73% of respondents citing these as important criteria.
The study also indicates a significant shift in purchasing patterns, with the percentage of consumers buying groceries as needed rather than on a scheduled basis surging from 23% in 2023 to 57% in 2024.
In terms of platform performance, a ratings pilot conducted in Noida over a six-month period showed Amazon Fresh leading in quality, value, and service. Meanwhile, Big Basket excelled in selection and exclusivity, while quick grocery platforms such as Zepto, Blinkit, and Instamart showed improvements in service and selection ratings while maintaining their 30-minute delivery promise.
Further, the study highlights evolving customer service expectations, with 60% of consumers preferring automated refunds without physical inspections or lengthy phone interactions for unsatisfactory purchases. This underscores the importance of efficient, hassle-free customer support in the online grocery sector.
Industry experts say that the study’s findings reflect on changing consumer preferences, as their online grocery habits mature. “Quick commerce platforms are under immense pressure to deliver not just speed but also quality. Implementing stringent quality checks while maintaining rapid delivery times is a delicate balancing act,” an analyst said.
However, challenges will remain, they add. For instance, implementing AI-based quality checks for fruits and vegetables could be relatively straightforward and efficient. However, ensuring quality for FMCG products is more complex, as packaged items cannot be opened for inspection without compromising their integrity, experts suggested.
Zomato’s BlinkIt, Swiggy’s Instamart, and Zepto are ramping up internal quality checks on fruits and vegetables. For FMCG products, they are working with partners to improve quality control standards, according to industry executives.
As the online grocery sector expands into tier 3 and 4 cities, platforms face the challenge of balancing quality, value, and delivery speed across diverse geographical areas. The study suggests that success in this competitive landscape will hinge on platforms’ ability to meet these diverse consumer expectations while maintaining high product quality and service standards.
From: financialexpress
Financial News