Digital Shopper in 2024: The big picture
In 2024, a seamless customer journey and increased acceptance of digital payments in India encouraged more consumers to make online purchases across various sectors, including retail, travel, foodservice, and bill payments. Competitive prices, a wide variety of brands, the ability to cross-compare and use loyalty points are all key motivators for Indian consumers to shop online. These factors led to robust growth in purchases through the online channel in 2024. Marketplace, grocery and health and beauty specialists drove further penetration of online shopping in India, pushing it to high single-digit growth in 2024.
Smartphones and mobile applications drive growth for e-commerce in India
India’s e-commerce industry witnessed healthy growth in 2024, driven by a growing consumer base with access to mobile internet and smartphones. With at least one smartphone per Indian household, possession increased from 79% in 2023 to about 83% in 2024. These devices remained at the forefront, enabling a larger population base to access and transact across a wide range of e-commerce platforms.
Competition amongst e-commerce retailers intensifies, driving greater focus on delivery speed
The popularity of quick commerce continues to grow in India, driven by convenience, longer operational hours, and short delivery times, typically ranging from 15 to 30 minutes, especially for essential items like packaged food and daily necessities. As a result, e-commerce retailers are increasingly prioritising the speed of delivery and enhancing user experience for customer acquisition, retention, and subsequent long-term satisfaction. For example, both leading e-commerce platforms, Amazon and Flipkart, entered the quick commerce sector in late 2024 in select Indian cities to take advantage of the rapidly increasing demand for faster delivery services.
What is next for digital shopper?
Inflation has instilled a new financial mindset, driving consumers to seek the best deals for their shopping needs in a bid to maximise their budgets. As such, shoppers in India will continue to switch between online and offline shopping channels depending on factors such as convenience, price, and variety.
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Overview:
Understand the latest market trends and future growth opportunities for the Digital Shopper industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Learn how technology is impacting digital commerce across a variety of industries, including retail, foodservice, travel, entertainment, mobility and streaming services. Insightful, thought-provoking and forward-looking analysis from top analysts in the space helps you understand the scale and direction of transformation. Data from Euromonitor International's annual Voice of the Consumer: Digital Survey provides you with insights into the consumer perception of tech-driven commerce initiatives.
Analysis in this report provides further detailed coverage dedicated to the following key categories across the 20 most important digital shopper markets:
E-COMMERCE (GOOD AND SERVICES) BY MERCHANT TYPE
- Retail E-Commerce
- Foodservice E-Commerce
- Travel E-Commerce
- Mobility E-Commerce
- Ticketed Entertainment E-Commerce
- Streaming Services E-Commerce
- Bill Payments E-Commerce
E-COMMERCE (GOOD AND SERVICES) BY DEVICE AND PLATFORM
- E-Commerce by Device
- Mobile E-Commerce (M-Commerce) by Platform
E-COMMERCE (GOOD AND SERVICES) BY FULFILLMENT MODEL
- Retail E-Commerce: Delivery vs Click-and-Collect
- Consumer Foodservice E-Commerce: Delivery vs Click-and-Collect
EMERGING BUSINESS MODELS
- Social Commerce (S-Commerce)
- Livestreaming E-Commerce
- Voice Platform E-Commerce
- Marketplace Retail E-Commerce
- Direct-to-Consumer (DTC) E-Commerce
If you're in the Digital Shopper industry in India, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Digital Shopper in India report includes:
- Analysis of key macro-trend driving digital shifts
- Qualitative context explaining the evolving digital shopper landscape at the national level
- Data from Euromonitor International's annual Voice of the Consumer: Digital Survey highlighting key shifts in consumer use and perception of technology
This report answers:
- What is the future of commerce?
- How is technology changing how consumers shop?
- What do your customers expect from digitally driven shopping experiences?
- What features and options are most desirable among the savviest digital consumers?
- Which emerging channels are critical for expansion efforts in order to win over the digital shopper?
- Where is future growth expected to be most dynamic?
- How is e-commerce gaining traction with consumers by country, industry or platform?
- How do shopping and spending habits vary by different device types?
- How prevalent are different fulfilment models in the retail and consumer foodservice spaces?
Digital Shopper in India
Digital Shopper in 2024: The big picture
Smartphones and mobile applications drive growth for e-commerce in India
Competition amongst e-commerce retailers intensifies, driving greater focus on delivery speed
What is next for digital shopper?
Retail E-Commerce
Foodservice E-Commerce
Travel E-Commerce
Mobility E-Commerce
Ticketed Entertainment E-Commerce
Streaming Services E-Commerce
Bill Payments E-Commerce
E-Commerce by Device
M-Commerce by Platform
Retail E-Commerce: Delivery vs Click-and-Collect
Consumer Foodservice E-Commerce: Delivery vs Click-and-Collect
Social Commerce (S-Commerce)
Livestreaming E-Commerce
Voice Platform E-Commerce
Marketplace Retail E-Commerce
Direct-to-Consumer (DTC) Retail E-Commerce
DISCLAIMER
The following categories and subcategories are included:
Digital Shopper
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Home Products Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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- Fashion E-Commerce
- Health and Beauty E-Commerce
- Appliances and Electronics E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
- Home Products E-Commerce
- Other Products E-Commerce
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- Fashion - Click-and-Collect E-Commerce
- Health and Beauty - Click-and-Collect E-Commerce
- Appliances and Electronics - Click-and-Collect E-Commerce
- Drinks and Tobacco - Click-and-Collect E-Commerce
- Foods - Click-and-Collect E-Commerce
- Home Products - Click-and-Collect E-Commerce
- Other Products - Click-and-Collect E-Commerce
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- Third-Party Delivery - Retail E-Commerce
- Other Delivery - Retail E-Commerce
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- Cross-Border Retail E-Commerce
- Domestic Retail E-Commerce
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- Retail - App M-Commerce
- Retail - Mobile Web M-Commerce
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- Retail - Mobile Phone M-Commerce
- Retail - Tablet M-Commerce
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- Retail PC E-Commerce
- Retail Other Device E-Commerce
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- Foodservice - Click-and-Collect E-Commerce
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- Third-Party Delivery - Foodservice E-Commerce
- Other Delivery - Foodservice E-Commerce
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- Foodservice - App M-Commerce
- Foodservice - Mobile Web M-Commerce
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- Foodservice - Mobile Phone M-Commerce
- Foodservice - Tablet M-Commerce
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- Foodservice PC E-Commerce
- Foodservice Other Device E-Commerce
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- Air Travel E-Commerce
- Car Rental E-Commerce
- Cruise E-Commerce
- Experiences and Attractions E-Commerce
- Lodging (Source) E-Commerce
- Packages E-Commerce
- Surface Travel E-Commerce
- Other Travel Products E-Commerce
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- Travel - App M-Commerce
- Travel - Mobile Web M-Commerce
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- Travel - Mobile Phone M-Commerce
- Travel - Tablet M-Commerce
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- Travel PC E-Commerce
- Travel Other Device E-Commerce
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- Shared Mobility E-Commerce
- Other Mobility E-Commerce
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- Mobility - App M-Commerce
- Mobility - Mobile Web M-Commerce
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- Mobility - Mobile Phone M-Commerce
- Mobility - Tablet M-Commerce
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- Mobility PC E-Commerce
- Mobility Other Device E-Commerce
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- Ticketed Entertainment - App M-Commerce
- Ticketed Entertainment - Mobile Web M-Commerce
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- Ticketed Entertainment - Mobile Phone M-Commerce
- Ticketed Entertainment - Tablet M-Commerce
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- Ticketed Entertainment PC E-Commerce
- Ticketed Entertainment Other Device E-Commerce
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- Streaming Services - App M-Commerce
- Streaming Services - Mobile Web M-Commerce
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- Streaming Services - Mobile Phone M-Commerce
- Streaming Services - Tablet M-Commerce
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- Streaming Services PC E-Commerce
- Streaming Services Other Device E-Commerce
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- Bill Payments - App M-Commerce
- Bill Payments - Mobile Web M-Commerce
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- Bill Payments - Mobile Phone M-Commerce
- Bill Payments - Tablet M-Commerce
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- Bill Payments PC E-Commerce
- Bill Payments Other Device E-Commerce
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- Other - App M-Commerce
- Other - Mobile Web M-Commerce
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- Other - Mobile Phone M-Commerce
- Other - Tablet M-Commerce
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- Other PC E-Commerce
- Other - Other Device E-Commerce
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Digital Shopper
Tracks all sales of goods and services to the public via the internet. Consumer purchases through web platforms are attributed to the country in which the consumer is based, rather than where the merchant is based. Our definition is agnostic as to where the actual payment takes place. If an order is initiated online, we would consider that order to be an e-commerce transaction, even if the order is ultimately paid for in-store, with cash on delivery, by mail via postal cheque, or in person when turning in a ticket and associated payment at a designated ATM or branch facility. Our figures exclude consumer-to-consumer (C2C) and business-to-business (B2B) sales. Business-to-consumer sales (B2C) – in which the business is registered with the government and pays the appropriate taxes – are included. This includes B2C sales on marketplace platforms, which allow many merchants to sell on their website and process the transaction. While both businesses and consumers can sell through marketplaces, only B2C transactions are included in our coverage. Note that online sales from direct selling companies are excluded from our definition. As we are primarily concerned with tracking the importance of the direct selling model (and not where the final sale is made), all sales attributable to a direct selling company will fall into direct selling rather than E-Commerce. Credit or charge card bill payments, mortgages and other loan payments, money transfers, digital person-to-person payments, insurance payments and donations to charities and crowdfunding campaigns are excluded from Euromonitor’s coverage. For C2G transactions, consumer payments made to governments for direct consumption of services and utilities, excluding taxes, fines, and administrative fees, are included. This includes all online purchases made by a consumer to a business for either goods or services regardless of the device (PC, mobile phone, tablet, etc.) used to execute the transaction. It is subdivided into the following eight areas of E-Commerce: Retail, Foodservice, Travel, Mobility, Ticketed Entertainment, Streaming Services, Bill Payments and Other.
See all of our definitionsWhy buy this report?
- Explore today's most innovative digital developments
- Track key digital trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
- Map the future of commerce
This report originates from Passport, our Digital Shopper research and analysis database.
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