Consumer opinion towards online shopping in India 2023, by generation

According to a 2023 survey, nearly half of India's millennials shopped with multiple vendors on the same online platform, while a similar proportion did online research before making major purchases. Gen Z showed comparable behavior, with 46 percent undertaking online research before major purchases.

B2C e-commerce

With the expansion of digital infrastructure and an increase in smartphone penetration, the B2C e-commerce sector in India has witnessed significant growth. The market size of the B2C e-commerce industry is estimated to reach around 95 billion U.S. dollars in 2024. Key market players like Amazon India and Flipkart have capitalized on these trends, offering a wide range of products and services that cater to the diverse needs of Indian consumers.

Online grocery shopping

Building on the surge in the e-commerce sector and restricted mobility during the coronavirus pandemic, there has been a notable uptick in the demand for online grocery services in India, with JioMart and BigBasket being the most preferred channels for shopping. While online grocery shopping currently represents a smaller fraction of overall grocery purchases compared to traditional stores in India, the sector's sales value is on an upward trajectory and is expected to reach over five trillion Indian rupees in 2025.