Study Reveals Product Quality as Top Priority for Online Grocery Buyers in India

The online grocery sector in India is booming, with more and more consumers turning to digital platforms for their daily essentials. However, with this surge in demand comes a greater emphasis on product quality. According to a recent study by LocalCircles, 86% of online grocery buyers in India now consider product quality as the most important criterion when selecting a platform.

This shift in consumer behavior is reflected in the changing purchasing patterns, with more people now buying groceries as needed rather than on a scheduled basis. This has put pressure on online grocery platforms to not only deliver quickly but also ensure that the products they offer are of the highest quality.

The study also highlighted the importance of value for money and delivery time, with 73% of respondents citing these as significant factors in their decision-making process. This indicates that consumers are not only looking for convenience but also want to ensure that they are getting good value for their money.

In terms of platform performance, the study found that Amazon Fresh leads in quality, value, and service, while Big Basket excels in selection and exclusivity. Quick grocery platforms such as Zepto, Blinkit, and Instamart have also shown improvements in service and selection ratings while maintaining their promise of 30-minute delivery.

One of the key takeaways from the study is the evolving customer service expectations, with 60% of consumers preferring automated refunds for unsatisfactory purchases. This highlights the importance of efficient and hassle-free customer support in the online grocery sector.

Industry experts believe that these findings reflect changing consumer preferences as online grocery habits mature. Platforms are now under pressure to not only deliver quickly but also maintain high product quality standards. This is especially challenging when it comes to FMCG products, where ensuring quality without compromising the integrity of packaged items can be complex.

Platforms like Zomato’s BlinkIt, Swiggy’s Instamart, and Zepto are ramping up internal quality checks for fruits and vegetables and working with partners to improve quality control standards for FMCG products. As the online grocery sector expands into tier 3 and 4 cities, platforms will need to find a balance between quality, value, and delivery speed to meet the diverse expectations of consumers.

In this competitive landscape, success will depend on platforms’ ability to adapt to these changing consumer preferences while maintaining high product quality and service standards. As online grocery continues to grow in India, ensuring product quality will remain a top priority for both platforms and consumers alike.