Discounts have dropped lower on the customer’s priority list, say Indian e-tailers Sanchita DashFeb 22, 2021, 09:42 IST Representative imagePixabay As the COVID-19 pandemic forced people to stay home and shop online for everything, consumers moved away from just discounts and looked at products that bring value. While the overall transaction value in e-commerce fell during the months of peak lockdown in India, April to June, it picked up soon after. This shift from discounts to quality products has also resulted in consumers shopping from Direct to Consumer brands.India – a country where shoppers let discounts choose their consumption patterns and offline shopping being dependent on one's bargaining skills – has a new story to tell with e-commerce.