MUMBAI: Remember the days of long checkout queues, last-minute cash crunches, and the dreaded ‘No change, sir’ at the cashier? Well, those relics of the past are fast disappearing. The Ipsos Shopper Insights study, “Clicking into the Future – Trends Driving India’s Online Shopping Surge”, proves that e-commerce and q-commerce are not just trends—they are full-scale revolutions reshaping the Indian shopping experience.
And here’s the billion-dollar question: how does this online shopping surge compare to traditional retail? Brace yourself—while India’s total retail market is valued at $1.3 trillion, e-commerce and q-commerce together make up $100 billion, a fraction of the pie but growing at an unstoppable pace. With a mix of primary and secondary research, the study highlights ten key trends that will determine the winners and losers in this digital shopping sprint.
Who’s clicking more?
Move over, men! Online shopping is no longer their exclusive playground. The report finds that 53 per cent of online shoppers are male, while 47 per cent are female, proving that shopping carts are now evenly divided. And it’s not just Gen Z making impulse purchases—Gen X shoppers (19 per cent) are getting in on the action, while millennials (23 per cent) and Gen Z (30 per cent) continue their love affair with online retail.
India’s digital shopping boom expands beyond big cities. E-commerce is no longer an exclusive club for city dwellers. The study finds that 45 per cent of internet users live in rural India, and 20-25 per cent hail from small towns and non-metro areas. In fact, 2 in 10 shoppers from these regions are clicking their way through digital aisles, proving that online retail has bulldozed past geographical barriers.
And what’s in their carts? Urban shoppers stack up on groceries, but tier 2 and 3 town shoppers are all about fashion statements—because who says small-town swagger isn’t a thing? A big shoutout to Jio for spreading free 4G like wildfire, ensuring that buffering is no longer an excuse for not indulging in retail therapy.
Convenience wins over discounts—Yes, really! Deals are great, but 68 per cent of consumers say speed and convenience are now the primary reasons for shopping online. Discounts remain important, with 61 per cent still swayed by offers, but convenience has taken the lead. Gen X shoppers (75 per cent) and women (73 per cent) prioritise ease over price cuts, while men remain equally influenced by both convenience (64 per cent) and discounts (64 per cent).
Ipsos India country service line leader, market strategy & understanding & lead shopper insights Archana Gupta said, “We are witnessing an unprecedented shopper traffic towards online shopping, across demographics and length and breadth of the country, across big towns, small towns with e-commerce, getting a further impetus through q-commerce, highlighting a heightened emphasis on convenience and speed. There is also the increasing emerging trend among online shoppers of choosing alternate brands, in the absence of preferred brands, bringing the focus on building consumer loyalty, re-stocking and replenishments and analysing consumer choices during peak hours of browsing.”
Shoppers are increasingly impatient, with 31 per cent finding online shopping faster than visiting a store. This trend is strongest among Gen X (41 per cent), who appreciate not having to leave their sofas to get what they need. And if your favourite item is out of stock? Too bad! Stockouts are seen as lost opportunities, making real-time availability and pop-up deals crucial for conversion.
The 24/7 shopping culture is here to stay. Unlike traditional brick-and-mortar stores, online shopping never sleeps. 31 per cent of consumers love the ability to shop anytime, anywhere, with Gen X (39 per cent) leading this trend. Q-commerce platforms and food delivery apps have taken this a step further, fulfilling orders at midnight and beyond, ensuring consumers get their cravings met on demand.
Impulse buying is now a lifestyle. 66 per cent of q-commerce users shop at least once a week or more frequently, leading to changing stock-up behaviours. Smaller SKUs and instant availability are now key as shoppers opt for quick replenishments instead of bulk purchases.
Forget window shopping—today’s consumers read before they buy. 54 per cent of shoppers always check reviews, while 40 per cent do so sometimes. Without the ability to touch and feel products, reviews and influencer recommendations have become the new trust signals, guiding purchasing decisions.
Brand Loyalty? Not So Much
With so many choices at their fingertips, consumers are brand-hopping more than ever. 60 per cent of apparel shoppers and 55 per cent of grocery shoppers say they will switch brands if their preferred one is unavailable. To stay relevant, brands need to ensure seamless availability and work harder on loyalty strategies.
Why browse a cluttered marketplace when you can shop on a niche platform? 60 per cent of consumers use q-commerce sites like Blinkit, Zepto, and Swiggy Instamart, with most using multiple platforms. Brands must ensure they have a clean, clutter-free presence across all platforms, with AI-powered recommendations to capture customer attention.
The ease of online shopping comes with a catch—48 per cent of consumers admit they have no idea how much they are spending online. With digital payments removing the psychological barrier of handing over cash, budgeting tools are now more critical than ever.
“The online shopping landscape presents both opportunities and challenges for marketers. Shoppers are highly impatient, switching brands and looking for instant gratification. The online channel provides wider reach, overcoming the hurdles posed for physical distribution through traditional channels,” said Ipsos Shopper Insights research director Shruti Patodia. As brands navigate this fast-changing landscape, staying ahead of emerging trends will be the key to winning consumers’ hearts—and carts.
