Xin Ou
Research expert covering Greater China
Shopping behavior in India - statistics & facts
Understanding customer behavior in India requires defining your target audience, as it might be difficult to market in a region so diverse in its culture, language, climate, and customs. However, given its population of over 1.4 billion, the market potential is enormous. Moreover by 2028, India is expected to exceed the United States’ gross domestic product (GDP), second only to China.
Over 15 million traditional “kirana” stores exist in India, accounting for 88 percent of the retail industry. Storekeepers have long-standing connections with their customers and a thorough understanding of their preferences and requirements, as consumers visit these stores twice or thrice a week to get fresh products. Consumers are no longer solely concerned with the product. They value connections and community in order to make purchase decisions. However, this landscape is rapidly transforming as consumers are switching to online shopping.
Artificial intelligence (AI) has transformed multiple sectors and the retail industry is no different. It has revolutionized the shopping experience, be it Myntra’s tailored fashion feed or Amazon’s smart recommendation engine. AI allows a more personalized and accessible experience for the shoppers, such as receiving product suggestions in their own regional languages. Moreover, AI-powered chatbots on the website provide 24/7 instant support and assistance to the consumers whenever required.
Online shopping is favored by consumers during the festive season because it is safer, timesaving, and more convenient than visiting a store. In early October, Flipkart’s Big Billion Days and Amazon Great Indian Festival Sale spark shoppers’ interest, and this pace usually continues until the season’s end. The most popular shopping categories among Indian consumers during this period were electronics, apparel, and footwear.
India's shopping behavior is rapidly shifting, driven by increased digital adoption and changing consumer preferences. This trend is visible across both urban and rural areas, with online shoppers expected to increase dramatically in the coming years.
Over 15 million traditional “kirana” stores exist in India, accounting for 88 percent of the retail industry. Storekeepers have long-standing connections with their customers and a thorough understanding of their preferences and requirements, as consumers visit these stores twice or thrice a week to get fresh products. Consumers are no longer solely concerned with the product. They value connections and community in order to make purchase decisions. However, this landscape is rapidly transforming as consumers are switching to online shopping.
Emerging trends in online shopping behavior
Consumers’ attitudes are evolving in the country because of increased earnings and exposure to new ideas and technologies. With growing digital use, online shopping has become the go-to choice for millions of shoppers. Consumers prefer the flexibility and convenience of e-commerce platforms, combined with effortless payment options such as UPI, mobile wallets, and BNPL (buy now pay later). Furthermore, millennials and Gen Z in India are digital-first and trend-savvy shoppers, embracing social media, sustainability, and AI-powered initiatives.Artificial intelligence (AI) has transformed multiple sectors and the retail industry is no different. It has revolutionized the shopping experience, be it Myntra’s tailored fashion feed or Amazon’s smart recommendation engine. AI allows a more personalized and accessible experience for the shoppers, such as receiving product suggestions in their own regional languages. Moreover, AI-powered chatbots on the website provide 24/7 instant support and assistance to the consumers whenever required.
Festivals influencing consumer behavior
The months of October, November, and December are the busiest shopping months in India due to the major festivals such as Diwali, Dussehra, Navratri, Dhanteras, and Christmas. Shoppers believe this is an auspicious time to purchase, and sellers respond by giving huge discounts and the best deals during this season. For that reason, most Indians opt for cashback offers and discounts as the most appealing type of festive deals.Online shopping is favored by consumers during the festive season because it is safer, timesaving, and more convenient than visiting a store. In early October, Flipkart’s Big Billion Days and Amazon Great Indian Festival Sale spark shoppers’ interest, and this pace usually continues until the season’s end. The most popular shopping categories among Indian consumers during this period were electronics, apparel, and footwear.
India's shopping behavior is rapidly shifting, driven by increased digital adoption and changing consumer preferences. This trend is visible across both urban and rural areas, with online shoppers expected to increase dramatically in the coming years.
