Online shopping seems to have arrived — finally. Yes, we’ve all heard those words before. As far back as the year 2000, everyone began talking about “e-commerce”. Scores of portals opened and closed before you could say “dotcom bubble”. In the decade that has followed, much of the connected world has jumped about the digital shopping cart with gusto, but shopping via the World Wide Web has never truly enthused the festive Indian shopper — till now.

So what has changed? Why has this recent turn to the online retail space taken on a more permanent feel? Perhaps it is because many more people are connected on a regular basis. Or it could be the greater use of the cash-on-delivery payment option, which makes the sometimes scary credit card non-essential for online trade. And then there are discounts and novel merchandise, all helping buyers overcome trust issues to click that ‘buy’ button.

Where do they shop?

An increasing number of online shopping portals, boasting of countless brands national and international, and thousands of product categories, are becoming popular among tech-savvy Calcuttans. From international portals like Amazon and eBay to Indian ones like www.yebhi.com, www.myntra.com and online avatars of big chains like Shoppers Stop and Pantaloons, there are quite a few multi-brand options to choose from.

Why shop online at all?

Without an interesting selection of products, shoppers are not likely to have turned to online purchases as anything more than a novelty. But there is now depth in the offering. If you want kitschy gifts, you can find them. If you want some indulgence, you can find that too. Get your fill of the quirky at www.happilyunmarried.com, from “Horn OK Please” key rings, to personalised film posters and other home accessories, while at www.excitinglives.com you can even get yourself a thrill ride in a paraglider down a mountainside.

The peak in sales during festive seasons like Diwali also reveals that online shoppers are not only shopping for themselves, they are also likely to buy gifts for friends and family abroad or in other cities within India. For instance, www.straightline.in, one of several websites that is running a special Diwali gift fiesta, has seen a marked peak in purchases thanks to the festive season. “In Bengal, sales almost doubled between the third week of September and the first week of October. Searches related to shopping and gifts during the same period also doubled with Diwali chocolates, gift hampers, Indian sweet platters, diyas, puja thalis along with flowers topping the list. A lot of corporate gift purchases also take place during this season,” says K. Senthilnathan, head, Straightline.in.

Or maybe the more pertinent question is, why not shop online? If Indians were reluctant about it before, it seems the cash-on-delivery option really has removed a major obstacle. For Kamilini, busy planning a wedding, it was the convenience together with the trust inherent in the cash-on-delivery option that enabled her to turn to the web for her trousseau,something online retailers looking at the Indian market may want to keep in mind.

Who is it for?

For those for whom shopping is a leisure activity best enjoyed over the weekend, online shopping may never be adequate as it can never replace the timepass-quotient of the mall. But for object-oriented shoppers, buying from the comfort of wherever the computer happens to be is a rather unbeatable way of getting the job done. By deploying some clever web-window shopping, you can end up saving time and bucks as well. And with Diwali beating down the door, those propositions may be even more tempting than usual.

Meghna Dass, who regularly scours Flipkart for her book and movie buys and sites like www.yebhi.com for her clothes, thinks online shopping is perfectly suited to today’s young lifestyle. “There you are sitting on Facebook, throwing cows at people, or following celebrities on Twitter and you take a break to go and buy yourself the bag you have been eyeing for ages,” explains Meghna. “Things are a little too expensive at the malls, but with all the healthy discounts these websites offer, they suit my purse comfortably. I have bought a lot of books from Flipkart and till now I have had no problem with any of my purchases.”

What do they look for?

eBay India’s 2011 report, released on September 28, reaffirmed Calcutta’s growing affinity for online shopping. It is now the eighth (the top three are Delhi, Mumbai and Bangalore) largest e-commerce hub. Women shoppers, found the study, have embraced online shopping, with 45 per cent of their purchases in the lifestyle category, which includes cosmetics, jewellery, watches, clothes and bags. “Tech-savvy Calcuttans have had the highest transactions (45 per cent) in technology products, while lifestyle products are tied with electronics to be the highest imported products,” says Sushant Sreeram, head, acquisition marketing, eBay India. Calcutta’s top buys also included smart phones, Asia World Currency, calling cards and comics.

If there is any evidence that online retail is well and truly trending, it is that shoppers are now looking online for luxury buys as well as bargains. “I shop a lot from websites like www.fashionandyou.com and www.99lables.com,” says Kamalini Sen. “In fact, thanks to the convenience factor and the availability of top brands, I have bought a lot of stuff for my upcoming wedding online, like jewellery, western wear, bags and other accessories,” says the 26-year-old, who is getting married next month.

“Name it and I have bought it online, from clothes and bags to jewellery,” says Angela Gomes. “Recently I even went ahead and got myself a massage coupon from www.sosasta.com and it was absolutely great. I just had to specify where I am from, and they gave me a coupon of a place in Calcutta,” says the 28-year-old teacher.

“Convenience apart, online shopping is a lot of fun. The options of brands are innumerable, from Diesel, to Levi’s to more high-end labels, and I have never had a problem with the products or the delivery. Another reason I love shopping online is that you get a lot of stuff you won’t get at stores. Recently, I picked up a Beatles cushion cover from fashionandyou.com, which I know I would not easily get anywhere else.”

Women have even started shopping for lingerie online. If it doesn’t fit, simply return it! www.zivame.com, a portal specialising in branded lingerie and nightwear, has seen a large surge of sales in the recent past. “Our customers are from 22 years to 58 years,” explains Richa Kar, CEO, Zivame. “We have daughters shopping for themselves and their moms. We have brides shopping for their trousseaus, nursing moms shopping for themselves. Since lingerie is a very involved buy for women, online shopping gives them unlimited time to research, compare and then choose a style for their body types or the occasion. In fact, we saw a good hike in sales during Puja when people splurged on lingerie, and Calcutta women are very loyal to their brands.” And all that with no pushy sales staff to deal with.

TOPDIWALISITES

www.straightline.in Buy Diwali decorations for Rs 219, roses, dry-fruit and cracker thali for Rs 1,549, diamond pendants for
Rs 5,999.

www.excitinglives.com Celebrate the festival of lights with a set of five beautiful sky lanterns for Rs 800 or Diwali Champagne Wishes for
Rs 3,690.

www.shoppersstop.com Get ornate gift packs laden with dry fruits ranging from Rs 155 to Rs 1,099.

www.fashionandyou.com Traditional incense stick stands with Laxmi and Ganesh (Rs 879), meenakari table watches (Rs 1,199), puja thalis (Rs 649).

www.indiangiftsportal.com Roasted almonds and anjeer rolls for around Rs 425 and cracker hampers for Rs 1,699.

SHOP SMART

1. Double-check the postal address you fill in. Remember to mention a phone number.
2. Most portals ask for an approximate time of delivery, so make sure you give them a time when you will be home.
3. Use the virtual keypad to type in your credit or debit card details,
if the option is available.
4. Ensure the transaction is secured through an authentication
service provider such as VeriSign.
5. Tracking your purchase through its journey might be helpful in reassuring you of its progress.
6. Read the return and reimbursement policies of the site before you buy.