Great customer experience coupled with data security, sustainability, and ethics matters greatly to Indian consumers when shopping online, according to a study.

The study, which was conducted by Qualtrics for SAP Customer Experience, surveyed 982 Indian consumers to understand their expectations and experiences with supermarkets and fashion brands.

While 81 percent of Indians prefer shopping online with brands that have service options that allow them to transact how they like (online or face-to-face), 85 percent prioritize delivery options that are both timely and accurate, as well as ease of making purchases across channels.

Data security is also a major concern – about 84 percent want to know and have full transparency when it comes to their personal data being used online.

The study also showed that ‘fairness’ is of paramount importance to Indian consumers, with respect to the rights and welfare of workers (84 percent) and ethical treatment of suppliers (81 percent) at the top of the list.

The consumers (72 percent) are shifting their mindset by focusing on brands that have a strong emphasis on sustainability and ethics in sourcing and selling their products.

They are also placing high importance on healthy food, with 79 percent preferring local organic produce from brands.

Moreover, consumers (71 percent) also want to give back to the local community, either through charities, donations, fundraising, or foundations.

“While it’s positive that brands have adapted quickly to the pandemic by tapping on digital tools and turning to e-commerce, customers still expect brands to deliver on the basics – this means providing them with positive experiences and swift resolution of issues,” said Peggy Renders, General Manager and Senior Vice President, SAP Customer Experience, Asia Pacific and Japan.

“It is sobering to know that despite all the efforts businesses have put into digitalization over the past year, fundamentals around customer-centricity are still not being met. There is clearly an urgent need for brands to humanize the gap between digital actions and the heartstrings of consumers,” Renders added.