The days of hopping from store to store to buy a refrigerator or air conditioner are fading fast. Today, shopping for large home appliances in India is just a few clicks away, with Amazon at the forefront of this digital transformation.
Zeba Khan, Director of Consumer Electronics at Amazon India, shared how the market has evolved. “Customers are becoming more comfortable with purchasing these [home appliances] products online because they now have access to reliable delivery, affordability options like EMIs, and instant cashbacks,” she explained during a recent conversation in Delhi.
This shift in consumer behavior, according to Zeba, gained momentum during the Covid-19 pandemic, a period that acted as a digital catalyst. With people stuck indoors, many turned to online platforms for essential purchases, including dishwashers, air conditioners, and more.
Amazon has since made significant strides to support this shift. The company invested heavily in streamlining product availability and improving service logistics. Its Unified Delivery Service now operates in over 65 cities, and installation support is offered in more than 300 cities. “Even in offline retail, it’s challenging to get both the product and the technician to arrive at the same time,” Zeba noted.
Last year, Amazon expanded its offerings with seasonal AC servicing and phone setup assistance. These value-added services are playing a key role in building trust among buyers, especially for products that require technical installation and long-term support.
Interestingly, Zeba pointed out that more brands are now launching premium appliance models priced above ₹1,00,000 exclusively online. “Smartphone brands had already embraced e-commerce, but now even large appliance brands are saying, ‘This is what I want to sell online,’” she said.
Consumer interest is rising across urban and smaller towns alike. Televisions, washing machines, and refrigerators are all experiencing double-digit growth online. And while smartphones remain the most purchased category, other segments are catching up quickly, thanks to affordability options and better service experiences.
“We continue to see a steady influx of new customers in each category,” Zeba concluded, pointing to the rise in first-time online appliance buyers as proof that digital shopping is becoming the new normal for Indian households.
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