Uncertain times for all of us. Zero control over many things. So where does online shopping stand now?

Barring in the essentials section, not much movement is happening. The fashion industry, like every other industry, is in deep trouble. Kudos to many br ands for keeping a brave front and a cheerful upbeat demeanour. Reality is quite another thing.

Most brands have gone on sale, as high as 50 to 70 percent. What is happening is this: The customers are asked to browse, select and bag it, with the promise that shipping will start post the lockdown phase. But a lot of inventory is stocked up and there is the question of payment of wages. As some companies are looking towards loans, others are ready to make a go with a no-profit no-loss proposition. Some brands have not launched new collections. Time has stopped still in the fast paced consumerist world, at least for now.

Amongst all this, two distinct consumer behaviour patterns have emerged, with the third one wedged in between them.

One group is spending only on essentials, no extra spending.

The other cannot wait to start shopping. It is not called Retail Therapy for nothing.

The third is doing a bit of this and a bit of that.

So what then is the future of online shopping? We will just have to wait and see.

The big question is once the lockdown is over, whenever that is, will we be confident enough to wander off to a real-time brick-and-mortar store or will we prefer the comfort of “stay-home shopping“?

Will there be an upsurge in online shopping? Possibly.

Assuming that happens, we will have to tread cautiously. The times are look set to remain uncertain for some time.

Sharing some quick tips. This is a good time to understand how best online shopping can work:

TOP TIPS

1. Knowledge is power: Get to know the fabrics; it will put you ahead in the game.

2.There are size charts available, and therefore one must be willing to have an inch tape handy to measure oneself.

3. In case of confusion, reach out to customer care. Most revert and have a lot of options.

4. Be clear about what to buy and why.

5. Do not binge shop, it will burn a humongous hole in your pocket.

6. Read the fine print about products, returns and policies.

7. Finally, when all this is over, do not judge a partner/friend/ parent who wants to indulge in some shopping. What works for one may not work for another.

Wishing for moderation and empathy as we pause now — and beyond.

The columnist speaks her mind on everything about fashion. Contact sanika.kakirde@gmail.com