Why online trumps the high street for Indian millennials

Millennials in India prefer online shopping to passing the obstacle course of making their way through traffic and crowds to make a purchase. Physical purchases mean scheduling time for it, including travel time (excluding auto-rickshaw fare bargains). With services like Swiggy and Dunzo, even errands can be outsourced without stepping outside - more evidence that being digital is growing at a rapid pace.

The convenience of looking through a myriad of choices and making decisions without being bound to a specific location in addition to the price differences are the things an Indian millennial likes to take advantage of. The results of this are clearly shown in the increasing e-tail sales figures, driven by some 440 million 18-35-year olds in the country, accounting for about 34 percent of the country’s population.