Buy online, and buy big, is the new mantra for the Indian netizen. Busy moms and young yuppies, cash-rich NRIs and savvy houswives...they are all going click-happy buying everything from cars to microwaves.

Check these figures out. The auction site Bidorbuyindia.com has generated over 60,000 transactions since its launch in March 2000. Carrier Air Conditioners, which has tied up with Jaldi.com, boasts sales worth a couple of crores in two months. Branded 22 k Carbon Jewellery has a separate inventory for Fabmart.com. Rakesh Mehta, a vendor for computer peripherals, rues that he is unable to keep up with the demand from web sites. For Vinod Bhojwani, a vendor for cellulars and accessories, bulk corporate orders are a major chunk of the online business.

What is driving the tentative Indian e-shopper, who thought twice before he ordered a cassette or a book online not so long ago, to splurge big on the net. A number of reasons, actually: primary among them are convenience, choice (in terms of range of products and payment options), discounts, and the novelty of buying on the net. And for those looking for an excuse, that it seems to be the latest fad in town.

Auctions are another big lure. Apart from the big discounts that can be had, is the thrill of bidding -- and, of course, winning the bid. "It’s an addiction for most people who bid and win once," voices Iskon who sells 75-150 holiday packages in a month through different auction sites.

Predictably, the demographics of those buying big are also a little different from those who bought cassettes and books. "The target group buying higher value products has the computers, connections and, most importantly, the cash," says Capt Raghu, of Automartindia.

So, it’s not just teens that are enjoying the happy hour. "Increasingly, women are buying on the net," observes V. Sudhakar from Fabmart.com. "Whether it is shopping for themselves or making their husbands with net connections in the office order products online, the number is phenomenal." Agrees, Capt. Raghu of Automartindia, "It’s the older lot between 30-40 which seem to be getting techno savvy in a hurry and letting their plastic do all the talking." Then there are people like S V Krishna who, sitting in California, presented his parents with branded furniture from the Living Room, who do it for sheer convenience.

Rajeev Puri, CEO Jaldi.com, feels price is the decisive factor. "Value for money is continuously being looked for in each purchase. Convenience, ease of shopping still do not overcome the pros of the entire shopping experience."

It’s not been an easy task to notch up the right numbers for these virtual malls. "Most customers have cold feet while buying big online. But, thanks to goodwill and a good reputation, sales have doubled," says V Sudhakar, whose Fabmart.com offers about 10 different modes of payment.

Most websites are appealing to the impulse factor in each shopaaholic who clicks through their site. Categories increase; numbers rise and discounts need no reason to be announced. Jaldi already has more than over 40 categories. Bidorbuy and Baazee have over ten auctions a day, and Fabmart is in the process of adding variety to its virtual shelves.

Leaving aside the hype, hoopla and gimmicks, the important thing here is that Indian buyers are slowly coming of age on the WWW. PCs are fast becoming shopping carts, and online registers are ringing like never before. Will this continue? Wait and watch.

Till then, second-hand micro light aircraft, anyone?

Buyers : Divya Chandok | Tarun Marwah | Gaurav Wahi | Debolina | Poonam|