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The pandemic has fuelled adoption of digital across India in an unprecedented manner, leading to considerable change in consumer behaviour. The acceleration of ecommerce has been particularly rapid across categories like groceries, fashion and food delivery. Mobile will continue to play a significant role in driving purchase decisions this festive season. To tap into the 150M existing online shoppers, and grow further, leading eCommerce brands are adopting mobile first approaches to reach the consumers, acquire them early and efficiently, and retain them aggressively. 

A recent AppsFlyer Festive report 2020 highlights how accelerated adoption of  eCommerce  is creating a new digital playbook for brands, one that advocates for driving efficient customer acquisition, along with aggressive retention strategies with a focus on customer life-time-value. The report also talks about the need to measure the incremental outcomes for each marketing dollar spent towards acquisition and retention goals