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Our read
Google is likely to use this study to sell retailers on Lens, creator and fast-delivery ad products.
For operators
Festive shoppers research online yet 70% still buy spontaneously, and 90% call delivery under two days non-negotiable, so retailers should pair creator and visual-search content (73% use creators, 53% use tools like Google Lens) with fast fulfilment to capture impulse demand.
Watch
Google rolling out Lens or creator shopping ad tools for retailers before Diwali would mean the study is a sales pitch, moving discovery spend toward smaller retailers.
The report: Google–Ipsos: 9 in 10 festive shoppers research online, yet 70% still make spontaneous purchases
A Google-commissioned Ipsos study found 9 in 10 Indian festive consumers research online before buying, yet 70% made spontaneous purchases. Also, 90% see sub-two-day delivery as non-negotiable and 81% choose retailers based on speed.
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Channel facts
From the report. Source details below
| Festive buyers turning to creators for inspiration: | 73% |
|---|---|
| Shoppers using visual tools like Google Lens: | 53% |
| Unplanned purchases influenced by Google and YouTube: | 54% |
| Shoppers open to trying new retailers: | 8 in 10 |
What it means for online and offline
Because 8 in 10 shoppers are open to new retailers and 81% choose on delivery speed, fulfilment networks and creator or visual-discovery capabilities look like the most valuable assets to acquire or partner for before the next festive season.
Signals to track
- Delivery-time badges added to Google shopping listings
- Festive ad share going to creator partnerships versus search
- Marketplace and quick-commerce festive promises on delivery speed
- Post-festive reports on repeat buying from new retailers
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Google is likely to cite the study in pitches to retailers and agencies, framing festive shoppers as researchers who still buy on impulse.
- Google may add delivery-speed cues to Lens and shopping listings, since 81% of shoppers pick retailers on speed.
- Amazon and Flipkart are likely to stress delivery promises and creator-led content in festive campaigns, to keep the 8 in 10 who are open to new retailers.
- Smaller and direct-to-consumer retailers may bid more on visual search and creator tie-ups to catch shoppers who are open to new names.
- Quick-commerce and fast-delivery players are likely to use the 90% sub-two-day expectation to push festive assortments.
The source
First seen