MAM
Nearly 80% of urban consumers use ecomm portals for online product research: GroupM report
Mumbai: WPP’s GroupM and Wunderman Thompson in partnership with Amazon Ads launched the ‘Content Strategies for the New-age Digital Consumer’ playbook. According to the report, nearly 80 percent of urban internet users in India use ecommerce portals for online product research, and 25 percent of them visit ecommerce portals for product research even for their offline purchases. 350 million Indian consumers are expected to make a purchase online in 2025, as per an MMA-GroupM report, which is a steep jump from 150 million online buyers in 2020.
The playbook seeks to be a complete guide for building content/ creative communication strategies for the touchpoints in ecommerce networks, with the aim to help marketers and agency professionals in making efficient decisions around revamping their online content strategies. It covers key reasons why brands should have a separate communication strategy for ecommerce touchpoints. It also touches on ideas around content and engagement strategies to efficiently drive visibility and recall with millions of ‘intent’ consumers.
GroupM South Asia president – growth and transformation Tushar Vyas said, “Brands have aimed to reshape their marketing strategies considering the consumer behaviour transformation that has taken place in the last two years. Before digital started dominating our lives, consumers preferred going to stores to make their purchases; but today, be it any commodity, it’s fascinating to see consumers doing thorough research online and then buying things online or going to stores. Digital Consumers are increasingly spending more time on emerging digital platforms and hence there is a need for a separate communication approach, which is why we’ve come up with this playbook with Amazon Ads and Wunderman Thompson to help marketers build stronger consumer connections.”
The pandemic saw several long-term lifestyle and consumption changes in the last two years. All these changes, adaptations, and revelations took place with the massive rise of digital convenience. Be it researching, purchasing products or buying services like insurance, digital platforms have now become crucial partners. These ‘Digital consumers’ are more informed, participative, well-employed and more affluent than the average internet users in India. They have diverse interests and an evolved lifestyle and they rely on ecommerce networks for their product research and shopping needs.
Wunderman Thompson South Asia chief digital officer Manoj Mansukhani said, “We saw an exponential growth of consumers moving to online shopping during Covid-19. The trend only continues to grow as more customers are coming online to shop from Tier 2 and Tier 3 cities. With marketplaces like Amazon becoming the first port of call for product searches, brands need to develop a separate content strategy to help engage with customers on these platforms. The playbook with Amazon Ads and GroupM showcases ideas for brands to help build the right communication strategy with consumers on these platforms.”
Amazon Ads India director-ad sales Vijay Iyer commented, “Digital Channels are now an inseparable part of our lives and have forever changed why, how, what and where we buy. Ecommerce marketplaces are playing a crucial role in not just aiding, but shaping the brand and product discovery. Marketers have the unique opportunity to build connections with customers through an immersive content experience rather than restricting themselves to “advertising real estate”. This playbook will help marketers and agency professionals get ideas for building customized content marketing strategies for ecommerce touchpoints.”
The playbook leverages audience intelligence resources to help understand a brand’s TG better through product research/shopping based deterministic affinity signals. It also covers content marketing levers for building integrated experiences and establishes retail readiness with optimal detail pages and innovates with immersive and integrated experiences through Stores.
When you plan to buy medical insurance for your family, the first question is often about savings. You may assume that buying online automatically means paying less, but that is only part of the picture. The real issue is not just whether the premium looks lower, but whether the policy gives you suitable family health insurance without adding avoidable costs later.
Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
● Easier comparison of policy features
● Direct access to premium details
● The ability to review inclusions and exclusions at your own pace
● Fewer chances of making a rushed decision
● More control over the plan selection process
This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
● The scope of cover
● Waiting period terms
● Exclusions
● Room eligibility conditions
● Sub-limits, if any
● Claim-related terms
● Renewal conditions
If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
● Who can be covered under the plan
● How the sum insured works for the family
● Whether day care procedures are included
● How pre-existing illness rules are explained
● Whether add-ons are optional or built in
● How clearly the policy wording is presented
This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
● Treatment-specific limits
● Room rent restrictions
● Co-payment clauses
● Disease-wise waiting periods
● Claim deductions linked to the hospital category
● Limited cover for selected benefits
These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
