Changing Search & Shopping Behaviours

For years, Google dominated online search, and brands focused on ranking high through SEO strategies. However, consumer search behaviour has changed—shoppers are no longer relying solely on Google to find and buy products.

• 57% of shoppers now begin their product search on marketplaces like Amazon, Flipkart, and Nykaa.
• 51% use social media platforms like Instagram and YouTube for product discovery.
• Google and other search engines still play a role, but their dominance is fading.

D2C brands that focus only on Google SEO are missing massive opportunities. Shoppers today are discovering products in new ways, and brands must adapt by optimising for marketplace search, social search, and visual discovery methods.

1. Marketplaces Are the New Search Engines

Most online shoppers in India now start their product searches directly on Amazon, Flipkart, and Nykaa, rather than searching on Google.

Where Consumers Start Product Searches

Why Are Consumers Moving Away from Google?

1. Marketplaces provide better purchase intent – A consumer searching on Amazon or Flipkart is likely ready to buy, whereas a Google searcher may just be browsing.
2. Better shopping experience – Marketplaces offer filters, product reviews, and direct price comparisons in one place.
3. Growth of voice and mobile-first search – Consumers increasingly use voice commands or go straight to shopping apps instead of searching on Google.

The Marketplace vs. Google Search Comparison

How D2C Brands Should Adapt

• Optimise for marketplace search algorithms. Use high-ranking keywords, product descriptions, and images to rank better on Amazon, Flipkart, and Nykaa.
• Invest in marketplace ads. Sponsored product listings receive 30% more clicks than organic listings.
• Leverage customer reviews. Higher ratings improve marketplace search rankings and conversions.

2. The Rise of Visual & Video-Based Search

Text-based search is no longer the only way consumers find products. Image and video search are rapidly growing, especially among younger shoppers.

How Consumers Search for Products in 2025

Why Visual Search is Gaining Popularity

1. Faster and more convenient than typing – Consumers can snap a picture or scan a barcode instead of typing a search query.
2. More accurate search results – Searching by image often provides better results than typing in vague keywords.
3. Short-form videos improve engagement – Consumers prefer seeing a product in action rather than reading about it.

The Power of Video Search in Driving Sales

• A study by Flipkart found that product pages with short videos had 20% higher conversions than text-only listings.
• YouTube Shorts and Instagram Reels drive 4X more engagement compared to static images.

How D2C Brands Should Adapt

• Optimise product images for Google Lens and Pinterest. Ensure all product images are high-resolution and searchable.
• Prioritise video-based content on Instagram and YouTube Shorts. Instead of just photos, use videos to demonstrate product benefits.
• Encourage influencer collaborations and user-generated content (UGC). Reviews and real-world usage videos boost consumer trust and conversions.

Consumers no longer separate online and offline shopping—they blend both. Many research online but buy in-store, or check products in-store but purchase online. This shift means D2C brands must ensure their digital presence is seamlessly integrated with offline experiences.

3. The Omnichannel Shopping Shift

The idea of shopping as purely online or offline is outdated. Consumers now engage in "webrooming" (researching online, buying in-store) and "showrooming" (checking in-store, buying online).

How Consumers Mix Online & Offline Shopping

Why Omnichannel Shopping is Growing

1. Price Comparison in Real Time – Shoppers check online prices while standing inside a store to ensure they’re getting the best deal.
2. Convenience & Instant Gratification – If a product isn’t available in-store, consumers prefer ordering online for home delivery.
3. Retailers are Integrating Digital Tools – QR codes, digital kiosks, and virtual assistants help bridge online and offline experiences.

How Nike Uses Omnichannel Retail to Boost Sales

Nike’s "House of Innovation" in Mumbai blends digital and in-store experiences through:

• QR codes on products that link to online reviews and detailed specifications.
• Augmented Reality (AR) try-ons that let customers see how shoes look before purchasing.
• In-store ordering kiosks that allow customers to buy sizes not available on-site and get them delivered.

Result: A 20% increase in sales conversions for customers engaging with digital tools.

How D2C Brands Should Adapt

• Ensure pricing is consistent across online and offline channels to prevent losing customers to price mismatches.
• Use QR codes on product packaging and in-store displays to drive online engagement.
• Offer in-store pickup for online orders to create a smoother omnichannel experience.

4. "Phygital" Retail—Blending Digital & In-Store Experiences

Consumers expect offline shopping to be as convenient as online shopping. Digital payment options, self-checkout, and AR-powered product experiences are now essential.

Consumer Preferences for "Phygital" Retail

The Rise of AR and Digital Self-Service

1. Virtual Try-Ons Reduce Returns – Many beauty and fashion brands now offer AR-powered try-ons to help consumers make informed purchase decisions.
2. QR-Based Shopping Increases Engagement – Stores using QR codes for digital browsing see 15-20% higher conversion rates.
3. UPI & Self-Checkout Improve Customer Experience – Faster checkouts reduce drop-offs, improving both in-store and online sales.

How Lenskart Uses AR & WhatsApp to Improve Shopping

Lenskart allows customers to:

• Use 3D virtual try-ons for eyewear through their app before buying.
• Book eye tests online, then visit a physical store for measurements.
• Receive post-purchase updates via WhatsApp, including order tracking and lens-care tips.

Result: Lenskart's integration of online-to-offline shopping has driven 40% of its repeat purchases.

How D2C Brands Should Adapt

• Enable AR-powered try-ons for beauty, fashion, and home décor products.
• Offer self-checkout and digital payment options for faster in-store purchases.
• Integrate WhatsApp commerce to guide customers both online and offline.

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D2C brands in India are realising that a purely online presence is no longer enough. Consumers now expect physical brand touchpoints, whether through experience centres, pop-up stores, or ultra-fast local deliveries.

This shift is forcing brands to rethink their retail strategies, merging digital convenience with offline engagement.

5. The New D2C Model—Pop-Up Stores & Experience Centres

While D2C brands initially focused on cutting out middlemen and selling only online, the market is shifting. Consumers now trust brands more when they have a physical presence.

What Consumers Expect from D2C Brands

Why Are D2C Brands Moving Offline?

1. Brand Trust & Credibility – Consumers hesitate to buy expensive or new products without experiencing them first.
2. Experiential Shopping is Growing – Pop-up stores allow customers to see, touch, and try products, increasing conversions.
3. Lower Return Rates – In-store trials reduce the chances of incorrect purchases, cutting logistics costs.

How Sugar Cosmetics Boosted Sales with Experience Centres

Sugar Cosmetics, an originally online-only brand, expanded with physical experience stores across major Indian cities. Their strategy included:

• "Try before you buy" in-store experiences for lipsticks and foundations.
• Digitally connected in-store shopping with WhatsApp-based product recommendations.
• Click-and-collect options, where customers can buy online and pick up in-store.

Result: Sugar saw a 30% boost in offline sales, and customers who engaged with both online and offline stores had 50% higher repeat purchase rates.

How D2C Brands Should Adapt

• Test pop-up stores in high-footfall areas before committing to long-term retail leases.
• Use experience centres to let customers trial products before buying.
• Allow in-store ordering for home delivery, ensuring flexibility.

6. Hyperlocal Fulfilment—The Key to Faster Deliveries

Consumers in India now expect delivery speeds comparable to in-store purchases. Brands that offer same-day or hyperlocal fulfilment see 15-25% higher conversion rates compared to those with slower deliveries.

What Delivery Speeds Do Shoppers Expect?

Why Speed is Now a Bigger Priority Than Discounts

1. Customers will pay more for faster delivery. Many shoppers choose quicker deliveries over price discounts.
2. Hyperlocal warehousing reduces return rates. Faster deliveries mean customers receive their orders before impulse-driven cancellations.
3. Quick commerce is reshaping buyer expectations. Zepto and Blinkit have normalised ultra-fast deliveries.

How Bombay Shaving Company Improved Conversions with Hyperlocal Fulfilment

• Challenge: Customers abandoned carts when delivery times exceeded 3 days.
• Solution: The brand partnered with Dunzo and Shiprocket to offer same-day and 24-hour express shipping.
• Result: Checkout conversion rates rose by 22%, and return rates dropped by 18%.

How D2C Brands Should Adapt

• Partner with hyperlocal logistics providers like Dunzo, Shadowfax, and Shiprocket.
• Use retail stores as micro-fulfilment hubs to enable faster deliveries.
• Offer express delivery options to capture high-intent buyers.

Consumers are no longer searching for products the way they used to. They’re shifting towards marketplaces, social platforms, visual search, and faster fulfilment expectations. D2C brands that don’t adapt to these changes will struggle to remain competitive.

This final section will summarise the most important takeaways and the key action points that D2C brands must implement to stay ahead.

7. The New Discovery Landscape—Key Takeaways for D2C Brands

The entire search ecosystem has evolved. Here’s what D2C brands need to keep in mind:

1. Search is No Longer Google-First

• 57% of shoppers start their searches on marketplaces like Amazon, Flipkart, and Nykaa.
• Google still matters (51%), but consumers prefer platform-specific searches.
• Instagram, YouTube, and visual search engines are gaining traction.

2. Marketplaces and Social Platforms Are Driving More Conversions

• Consumers searching on Amazon/Flipkart are ready to buy. Marketplace SEO is now as important as Google SEO.
• 51% of shoppers use Instagram and YouTube for product discovery.
• Influencer and short-form video marketing are now direct purchase drivers.

3. Omnichannel and “Phygital” Shopping are the Future

• Webrooming (researching online, buying in-store) happens with 72% of shoppers.
• Showrooming (checking products in-store, buying online) is common among 63%.
• Augmented reality (AR), QR-based checkout, and self-service kiosks are becoming standard in retail.

4. Delivery Speed is a Competitive Advantage

• 40% of consumers expect same-day delivery.
• 55% prefer delivery within 1-2 days.
• Brands offering hyperlocal fulfilment see 15-25% higher conversion rates.

8. Action Plan: How D2C Brands Must Adapt to the New Search & Shopping Landscape

1. Optimise for Marketplaces, Not Just Google

✔ Implement Amazon and Flipkart SEO strategies.
✔ Use high-converting keywords, structured product descriptions, and customer reviews to rank higher.
✔ Invest in sponsored listings—products with ads get 30% more clicks than organic listings.

2. Build a Social Search Strategy

✔ Use Instagram and YouTube SEO to improve product discoverability.
✔ Focus on video-based content and influencer partnerships.
✔ Leverage WhatsApp commerce to retarget users and recover abandoned carts.

3. Merge Online and Offline Shopping

✔ Ensure pricing is consistent across your website, marketplaces, and physical stores.
✔ Offer QR-based shopping experiences to link physical stores with digital sales.
✔ Set up pop-up stores or experience centres to build trust with consumers.

4. Improve Fulfilment & Last-Mile Delivery

✔ Partner with hyperlocal logistics providers for faster deliveries.
✔ Use micro-warehouses or retail stores as fulfilment hubs.
✔ Offer same-day or 24-hour express shipping options.

To Conclude…

D2C brands can no longer rely on Google SEO alone. The future of product discovery lies in marketplaces, social search, video content, and seamless online-offline integration.

Brands that successfully optimise across multiple discovery channels will see:
✔ Higher visibility
✔ More conversions
✔ Stronger brand trust

The winners in this new search era will be the ones who adapt fast.

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FAQs (Frequently Asked Questions On Changing Search & Shopping Behaviours)

1. How are Indian consumers searching for products differently in 2025?

• Social-first discovery: Shoppers now search on Instagram, YouTube, and WhatsApp before Google.
• Voice & regional searches: “Best moisturiser under ₹500” → now searched as "₹500 ke andar ka best moisturiser?"
• AI-powered recommendations: Platforms suggest products before users even search, based on behaviour.
• WhatsApp commerce queries: Customers message brands directly: "Is this available in XL?" instead of browsing websites.

2. How has the role of Google in shopping changed?

• SEO isn’t enough anymore: Paid ads, influencer content, and direct DMs are driving discovery.
• Google Shopping > Website traffic: Shoppers now buy directly from Google listings instead of clicking links.
• AI-powered search results: Google’s AI answers product queries instantly, reducing organic traffic to D2C websites.
• Local intent is rising: Searches like "best ayurvedic skincare near me" are increasing as hyperlocal brands grow.

3. What role does WhatsApp play in changing shopping behaviours?

• First-touch shopping: Instead of visiting websites, users DM brands for product info & checkout links.
• Search → Purchase in one chat: Customers can browse, ask for discounts, and place orders within WhatsApp.
• Trust-driven sales: WhatsApp commerce feels more personal & credible than website purchases.
• Instant re-engagement: Brands send personalised WhatsApp nudges for abandoned carts & restocks.

4. How are Indian consumers making purchase decisions today?

• Influencers > Brand ads: More trust in YouTube & Instagram creators than D2C ad campaigns.
• Live shopping impact: Buyers now shop during Instagram & YouTube Live sessions instead of scrolling marketplaces.
• UGC (User-Generated Content) drives trust: Reviews, real-user videos, and unboxing reels influence purchases.
• Hyper-personalisation matters: First-time discounts, AI-based recommendations, and regional language support increase conversion rates.

5. What should D2C brands do to adapt to changing shopping behaviours?

• Optimise for social & voice search: Brands must focus on Instagram SEO, WhatsApp engagement, and vernacular voice queries.
• Boost WhatsApp commerce: Make buying seamless with catalogues, automated replies, and instant payments.
• Shift to influencer-driven sales: Partner with micro & nano influencers instead of relying solely on ad spend.

Leverage AI-powered retention: Use smart retargeting, automated cart recovery, and predictive restock alerts.