Voice of Consumer: Willingness and Desirability Toward Multi-Channel eCommerce Models, India, 2024

This Frost & Sullivan Voice of Consumer report analyzes how Indian passenger vehicle owners engage with multi-channel eCommerce for automotive spare parts across both online and offline touchpoints. The study profiles buyers by mapping their spending levels and category preferences, and examining the frequency and context of online purchases over the past 3 years. It identifies the critical pain points in online journeys, including delivery reliability, return and warranty issues, and gaps in fitment information. In contrast, key strengths of offline channels—after-sales support, product inspection, and assurance of genuine parts—are highlighted. The report also evaluates consumer satisfaction with leading eCommerce platforms and the drivers behind high ratings, including assortment breadth, availability of OEM and quality-tested parts, competitive pricing, and service experience. The findings are designed to equip manufacturers, platforms, and channel partners with actionable insights to refine their multi-channel models, build consumer trust, and drive sustainable growth in India’s automotive aftermarket eCommerce landscape.