Here's How India Shops Online

Over 60% of people prefer shopping via apps over websites with a clear preference for marketplace apps

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The increasing addition of new brands in the e-commerce ecosystem has changed the shopping behaviour of customers. There have been changes in purchasing habits, choices, and mindsets of shoppers nationwide with a growing preference for e-commerce.

Approximately 12.5 crore consumers in India have embraced online shopping, with a significant portion hailing from tier 2, 3, and 4 cities. Online shopping has emerged not only as a convenience but as a lifeline, especially for individuals in these regions where access to the latest products in physical stores is limited, according to a report titled How India Shops Online: Consumer Preferences in the Metropolises and Tier 1-4 cities by PwC India, released at an industry event by the Retailers Association of India.