Online Channels Capture 34% of Consumer Electronics Market

Online platforms represented 34% of consumer electronics sales in the country this year, an increase from 32% in 2023, according to data from market researcher NielsenIQ. According to the researcher, this 2 percentage point rise indicates that approximately ₹11,000 crore in sales have transitioned from offline retail to ecommerce.

This year, consumers shifted thousands of crores in electronics purchases online, including large appliances, a trend bolstered by the emergence of quick commerce in the sector. According to the report, online sales of various electronic items such as smartphones, laptops, TVs, air-conditioners, and refrigerators are projected to reach Rs 2 lakh crore by the year 2024.

According to NielsenIQ, Indian consumers are progressively purchasing large appliances like washing machines and air conditioners online, as they have become more at ease with forgoing physical interaction.

Rapid commerce companies like Zomato's Blinkit, Zepto, Swiggy Instamart, and BigBasket are swiftly diversifying into electronics and durable goods, introducing one category after another. They have also started fulfilling orders for kitchen appliances and various small household devices in addition to smartphones. According to Sharang Pant, commercial leader for tech and durables at NielsenIQ India, this is beginning to show in the trend towards online sales.

"Consumers have evolved in their purchase journey and are ready to buy without touch and feel since, as in many cases, they know which brand and variant they want to buy or have researched offline," Pant said.

"Our data shows that of all consumers who research offline for options, one in five end up buying the final product online," he added.