The consumer is the king. No, not in terms of just a marketing gimmick but more so because of the power of consumption they have today. Gone are the days when retailers or shopkeepers used to steer the wheel of consumption. Consumers today are far more informed and particular about what they want to buy and from where. Given that India has more than 658 million internet users (as of January 2022), many people go online and do their research, compare items and prices before actually purchasing something, either online or offline. In fact, according to a study by GE Capital Retail Bank, at least 81% of consumers do research online before going to an offline store. Clearly, consumers are driving the commerce ecosystem of the modern era.
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