Understanding the shopping journey of

the connected consumer in India

Here at Facebook IQ, we use our data and insight to help marketers understand their customers' paths to purchase.
In this study, we find out how people are using digital channels to discover, evaluate and buy new products.

Understanding a household staples shopper's path to purchase

DISCOVERY

How do they find household

staples products?

85% discover new products online

73% discover new products on mobile
71% discover new products on the Facebook family of apps*
E VA LUAT I O N

How do they assess new

household staples products?
say they first look at products
71% online before buying in store

say the Facebook family of apps* plays a role

62% as they try to decide which products to buy

PURCHASE

How do they purchase new

household staples products?

10% say they most commonly

purchase in store 80% say they most commonly
purchase products online

Facebook IQ | facebook.com/iq *Facebook family of apps refers to Facebook, Facebook Messenger, Instagram and WhatsApp
 What proportion of household staples shoppers**
use the Facebook family of apps* for shopping activities?

93% use Facebook

89% use Instagram
88% use Facebook Messenger
85% use WhatsApp
What else influences household staples shoppers along the journey?

65% say that recommendations from friends or family are influential

when deciding what to buy
70% say they are likely to find aggregated user reviews influential
when deciding what to buy

Take a look at the full article at facebook.com/iq to see how the path to purchase unfolds for other retail categories

What it means for marketers

C R E AT E I N - S T O R E S H O P P I N G E X P E R I E N C E S O N L I N E
Allow shoppers to research and evaluate products as seamlessly as they do in store. Consider offering speedy messaging
responses, videos of products and 360-degree images.

MAKE ONLINE PURCHASING EASY

Create a seamless shopping experience for shoppers. Reduce friction points by offering direct and one-click purchasing options
through your website or your business Pages in the Facebook family of apps.

Sources
Retail/E-commerce Consumer Journey Study by Accenture (Facebook-commissioned online study of 1,057 people aged 18+),
India-only data, June to July 2018. Data on household staples shoppers is based on 221 people.
Definitions: Household staples shoppers are people who have purchased consumer electronics, home appliances or furniture
in the last three months. *Facebook family of apps refers to Facebook, Facebook Messenger, Instagram and WhatsApp.
**Data is based on household staples shoppers who use each platform weekly. © 2018 Facebook, Inc. All rights reserved.