Why it matters
India’s e-commerce industry has had to innovate on the product and marketing front almost overnight or risk a total shutdown. Several brands have risen to the challenge and introduced innovations on the product and marketing level with a common underlying thread – safety. The future is, without a doubt, ‘contactless’.
Takeaways
- Many e-commerce brands, especially in the health and lifestyle space, will be forced to move to an online model.
- Indians will move from a value-based outlook towards buying to safety, hygiene and brands that support this.
- Social distancing-led initiatives like contactless delivery and discontinuing COD...