In 2025, the number of annual online shoppers in India was estimated to be approximately *** million. This was a significant increase compared to the previous year. The number of shoppers is likely to increase to around *** by 2030.

In 2023, the total number of digital buyers was over *** million in India. The number of digital buyers is likely to increase to over *** million by 2027. The rapidly growing e-commerce sector in the country is driven by personalized advertisements, discounts, quick delivery and return infrastructure, not to mention a high penetration rate of smartphones. This retail ecosystem, combined with the comfort of being at home, a variety of choices, and door delivery, has turned the tables for this sector quite significantly.  Online retail ecommerce India was one of the fastest-growing countries for retail mobile commerce sales growth of over ** percent. The most important consideration for shopping online was searching for the best deals. Customized apps and experiences had their influence as well. India is one of the largest markets in the Asia Pacific, with retail e-commerce sales growth of ** percent in 2023. COVID-19 and online shopping  Due to the COVID-19 restrictions and lockdown, there has been a tremendous expansion in the digital marketplace. Consumers have shifted to the digital platform for day-to-day needs such as online shopping, banking, buying groceries, etc. Most consumers prefer to continue shopping online even after the COVID-19 pandemic due to an overall positive experience and the convenience of online shopping.

The number of online shoppers was estimated to go up from ** million in 2017 to over *** million in 2025. Most of these came from tier two and lower cities. This was probably the result of lower service costs and the expansion of the ecommerce market to include non-metro, semi-urban and rural areas of the country.

This chart offers an insightful look at the store count by category in India. Leading the way is Apparel, with 50.34K stores, which is 21.29% of the total stores in the region. Next is Home & Garden, contributing 27.79K stores, or 11.75% of the region's total. Food & Drink also has a notable presence, with 19.69K stores, making up 8.33% of the store count in India. This breakdown provides a clear picture of the diverse retail landscape in India, showcasing the variety and scale of stores across different categories.

According to a survey conducted in India between 2020 and 2021, ** percent of the urban online shoppers were from metro regions of the south Asian country in 2021. However, lower-tier cities such as tier two, three, and four were estimated to form the major share of urban online shoppers by 2030.

The India E-Commerce Market Report is Segmented by Business Model (B2C, B2B, C2C), Device Type (Smartphone / Mobile, Desktop and Laptop, Other Device Types), Payment Method (Credit / Debit Cards, Digital Wallets, BNPL, Other Payment Method), B2C Product Category (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverages, and More). The Market Forecasts are Provided in Terms of Value (USD).

India E-Commerce Transactions: Volume data was reported at 37.000 Unit in 03 Feb 2025. This records a decrease from the previous number of 765.000 Unit for 29 Jan 2025. India E-Commerce Transactions: Volume data is updated daily, averaging 6,418.000 Unit from Dec 2018 (Median) to 03 Feb 2025, with 2135 observations. The data reached an all-time high of 12,527.000 Unit in 14 May 2021 and a record low of 5.000 Unit in 13 Jan 2025. India E-Commerce Transactions: Volume data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s India – Table IN.GI.EC: E-Commerce Transactions: by Category.

The pie chart showcases the distribution of app/software spending by store category in India, providing insights into how eCommerce stores allocate their resources on the app or software they utilize. Among the store categories, Apparel exhibits the highest spending, with a total expenditure of $19.58M units representing 35.56% of the overall spending. Following closely behind is Beauty & Fitness with a spend of $7.33M units, comprising 13.32% of the total. Home & Garden also contributes significantly with a spend of $6.55M units, accounting for 11.89% of the overall app/software spending. This data sheds light on the investment patterns of eCommerce stores within each category, reflecting their priorities and resource allocation towards app or software solutions.

Online shopping sales across India amounted to around ** billion U.S. dollars in 2021. The e-commerce market is likely to grow to over *** billion U.S. dollars by 2025. The e-commerce market in India is the fastest-growing market in the world. Online retail segments In fiscal year 2017, the retail market was led by electronics with a penetration rate of about ** percent. However, in terms of groceries, local offline vendors or kiranas continued to be the preferred choice for daily groceries due the ease of bargaining and benefitting from the ‘old-customer’ designation with extra rations as a gesture from the vendor. Nevertheless, the number of online shoppers in the country was estimated to increase to over *** million in 2025, up from around ** million in 2017. Impact of COVID-19 on the marketThe coronavirus outbreak in March 2020 caused a surge in prices across e-commerce platforms. Panic purchasing resulted in the shortage of sanitary and food items online as well as in physical stores across the country. As the online consumption continued to increase, unscrupulous sellers jacked up the prices on certain items. Amazon and Flipkart, the two e-commerce market leaders in India urged sellers and even blocked certain products to exercise responsible pricing. Manufacturers increased production in order to keep up with the supply of fast-moving items. With the uncertainty surrounding the impact of COVID-19, manufacturers and retailers will presumably have to work in unison to keep track of an unprecedented demand and supply scenario.

India E-Commerce Transactions: Volume: E-Commerce & Shopping: E-Commerce & Shopping data was reported at 2.000 Unit in 03 Feb 2025. This records a decrease from the previous number of 41.000 Unit for 29 Jan 2025. India E-Commerce Transactions: Volume: E-Commerce & Shopping: E-Commerce & Shopping data is updated daily, averaging 72.000 Unit from Dec 2018 (Median) to 03 Feb 2025, with 2048 observations. The data reached an all-time high of 2,640.000 Unit in 03 Feb 2022 and a record low of 1.000 Unit in 20 Nov 2024. India E-Commerce Transactions: Volume: E-Commerce & Shopping: E-Commerce & Shopping data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s India – Table IN.GI.EC: E-Commerce Transactions: by Category.

The Direct-to-Consumer (DTC) e-commerce market in India is experiencing explosive growth, fueled by rising internet and smartphone penetration, increasing disposable incomes, and a preference for convenient online shopping. A 34.50% Compound Annual Growth Rate (CAGR) indicates a rapidly expanding market, projected to reach substantial value within the forecast period (2025-2033). Key drivers include the burgeoning popularity of social commerce, influencer marketing's effectiveness in driving sales, and a strong preference for personalized shopping experiences offered by DTC brands. The market is segmented across diverse verticals, with Apparel and Footwear, Grocery and Gourmet, Personal Care, Home Decor, Healthcare, and Jewelry exhibiting significant potential. Leading players like Licious, BoAt, Nykaa, and Mamaearth demonstrate the market's competitive landscape and the success of brands offering unique product offerings and engaging customer experiences. While challenges exist in maintaining supply chain efficiency and managing customer expectations, the overall market trajectory remains positive. The success of DTC brands in India hinges on building strong brand loyalty through exceptional customer service and targeted marketing. This includes leveraging social media platforms and personalized communication to resonate with individual consumers. The expanding logistics infrastructure and the increasing adoption of digital payment methods are also contributing to the growth. However, challenges such as intense competition, the need for robust customer service infrastructure, and maintaining consistent product quality remain crucial aspects for sustained growth. The regional variations within India present both opportunities and complexities, requiring strategic adaptations in marketing and logistics based on local preferences and market dynamics. As the market matures, we can anticipate increased consolidation among players and a focus on building sustainable and scalable business models. Recent developments include: June 2022 - Goat Brand Labs, an Indian direct-to-consumer brand aggregator, announced that it had raised USD 50 million in fresh funding to acquire more premium brands and help them scale globally. The brand acquires lifestyle brands and helps them enhance their business in a continuously changing e-commerce marketplace., April 2022 - Flipkart group announced the acquisition of ANS Commerce, a full-stack e-commerce enabler. The acquisition will provide Flipkart with new SaaS services through ANS commerce to help Indian brands enhance their D2C model.. Key drivers for this market are: Higher Profit Margins by Cutting Down Intermediaries have Encouraged Several Companies to Enter the Market, Enhanced brand engagement with customers have led to higher retention. Potential restraints include: High Costs and Operational Drawbacks. Notable trends are: Fashion is Expected to Hold the Largest Market Share.

This chart provides a detailed overview of the number of India online retailers by Monthly Sales. Most India stores' Monthly Sales are Less than $100.00, there are 70.38K stores, which is 97.36% of total. In second place, 1.21K stores' Monthly Sales are $10.00M to $100.00M, which is 1.68% of total. Meanwhile, 394 stores' Monthly Sales are $100.00K to $1.00M, which is 0.55% of total. This breakdown reveals insights into India stores distribution, providing a comprehensive picture of the performance and efficient of online retailer.

The size of the E Commerce Industry in India market was valued at USD XXX Million in 2023 and is projected to reach USD XXX Million by 2032, with an expected CAGR of 21.50% during the forecast period.In simple terms, e-commerce is called electronic commerce where goods and services are bought or sold on the internet. This comprises several online activities that include online shopping, digital transaction, and online marketing among others. E-commerce provides an online marketplace which enables businesses to sell or showcase their products and services and reach the global market. Using an e-commerce platform, shoppers can browse and purchase items from any corner of their homes conveniently.Indian e-commerce is one of the fastest-growing sectors of the global economy. With Internet penetration and smartphone penetration still on the rise, this market in India has exploded over the past few years. Online shopping is very convenient; it offers a wider range of products and very competitive pricing; also, most companies today allow people to make safe payments.Big players that dominate the Indian e-commerce landscape include Amazon, Flipkart, and many more online retailers that sell from electronics and fashion to groceries and home appliances.Additionally, the emergence of e-commerce marketplaces has empowered small and medium-sized businesses to reach a wider customer base and compete with bigger retailers. Recent developments include: June 2023 - American tech giant Amazon has committed to investing an additional USD 15 billion in India over the next seven years. This will take the company’s total India investment across all businesses to USD 26 billion. Amazon has already invested USD 11 billion in India. The company has pledged to digitize 10 million small businesses, enable USD 20 billion in exports, and create two million jobs in India by 2025., January 2023 - Ecommerce major Flipkart’s Singapore-based parent has invested INR 722 Cr (USD 90 Mn) in its Indian marketplace arm. The fresh capital was raised from two entities – Flipkart Marketplace Private Limited and Flipkart Private Limited, which are domiciled in Singapore.. Key drivers for this market are: Increased Internet Penetration Across the Country, Supportive Government Policies and Regulatory Framework. Potential restraints include: Privacy and security concerns. Notable trends are: Internet Plays a Significant Role in Market Growth.

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India Online Fashion Retail Market Size 2025-2029

The india online fashion retail market size is forecast to increase by USD 36.01 billion at a CAGR of 22.2% between 2024 and 2029.

The market presents significant growth opportunities for global investors, driven by the rapid expansion of the digital economy. Key factors fueling market expansion include the increasing penetration of the internet and smartphones, which has led to a surge in online shopping. India's social media user base is also on the rise, creating new avenues for fashion brands to engage with consumers and build brand awareness. However, the market is not without challenges. Payment barriers remain a significant hurdle, with a large portion of the population still unbanked or underbanked. To capitalize on market opportunities and navigate these challenges effectively, companies must focus on providing seamless payment options, enhancing the online shopping experience, and building strong relationships with local partners. By leveraging these strategies, fashion retailers can tap into India's vast consumer base and establish a strong presence in this dynamic and growing market.

What will be the size of the India Online Fashion Retail Market during the forecast period?

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The online shopping market, driven by e-commerce sales, has become a significant channel for consumers to purchase wardrobe essentials. The apparel industry, influenced by nuclear families and increasing internet penetration, is a key contributor to this trend. Omnichannel retailing, which integrates online and offline shopping experiences, is a dominant strategy for key companies. Synthetic pesticides and ethical fashion are emerging concerns in the sector, with consumers increasingly preferring organic cotton and sustainable production methods. Digital payment systems and smartphone usage among the urban population with disposable incomes have facilitated seamless transactions. Key participants in the market include companies focusing on providing a wide range of apparel offerings and innovative shopping experiences. The shift towards omnichannel retailing and ethical fashion is expected to continue shaping the market dynamics.

How is this market segmented?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments. ProductApparelFootwearBags and accessoriesGenderWomenMenChildrenGeographyNorth AmericaEuropeMiddle East and AfricaAPACIndiaSouth AmericaRest of World (ROW)

By Product Insights

The apparel segment is estimated to witness significant growth during the forecast period.

The Indian apparel market exhibits a consistent expansion, driven by consumer preferences for fashionable and comfortable clothing. Retailers cater to diverse segments by marketing products tailored to their demands. The online fashion retail sector encompasses various categories, including tops, bottoms, intimates, sleepwear, and children's apparel. Top wear apparel comprises tops, blouses, dresses, casual shirts, formal shirts, T-shirts, sweaters, sweatshirts, tank tops, and vests. Bottom wear consists of trousers, jeans, jeggings, pants, shorts, and skirts. Intimates and sleepwear include pajamas, bathrobes, shapewear, slips, socks, underwear, and briefs. Children's and infant apparel offer cloth diapers, blanket slippers, sunsuits, socks, and booties. Internet penetration and the rise of online shopping portals have significantly influenced the market, enabling omnichannel retailing. Fair labor practices and urban population growth are key parameters shaping the industry. Ethnic fusion wear and sustainable fashion trends are gaining popularity, with an increasing focus on recycled materials such as nylon and polyester. Casual wear and formal wear are popular fashion categories, with sneaker culture and street-style pieces influencing the market. Smartphone users and digital payment systems facilitate seamless shopping experiences. The apparel industry is also addressing concerns related to water and energy consumption by adopting functional clothing, organic cotton, low-impact dyes, and sustainable fashion practices. Ethical fashion is a growing trend, with consumers prioritizing brands that uphold fair labor practices and use recycled materials. The market landscape is competitive, with multiple key participants offering various fashion categories and price points. Key companies include fashion designers, organized retailers, and e-commerce platforms. The market's evolution is influenced by various factors, including consumer preferences, urbanization, and technological advancements.

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The Apparel segment was va

The India online fashion retail market is experiencing explosive growth, projected to reach $24.94 billion in 2025 and exhibiting a robust Compound Annual Growth Rate (CAGR) of 25.2%. This surge is driven by increasing internet and smartphone penetration, a burgeoning young population with a penchant for online shopping, and the rising popularity of e-commerce platforms offering convenient and diverse fashion choices. Factors such as improved logistics and payment gateways, coupled with aggressive marketing strategies by both established international brands and homegrown players, further fuel this expansion. The market is highly segmented, with apparel, footwear, and bags & accessories dominating sales, catering to distinct consumer preferences across women's, men's, and children's segments. Competitive pressures are intense, with a mix of global giants like Adidas, Amazon, and H&M vying for market share alongside established Indian players like Reliance Industries and Tata Sons, and rapidly growing online marketplaces such as Flipkart and Myntra. This competitive landscape necessitates innovative strategies focusing on personalized experiences, superior customer service, and leveraging data analytics for targeted marketing to achieve sustainable growth. The forecast period of 2025-2033 promises continued dynamism in this market. While challenges remain, including concerns over logistics in remote areas, inconsistent internet connectivity in certain regions, and counterfeit products, the overall trajectory is undeniably upward. The market's evolution will be shaped by the continuous adoption of new technologies, including augmented reality and virtual try-on features, which enhance the online shopping experience. Further expansion will be driven by strategic partnerships between online retailers and offline brands, aiming to bridge the gap between online and offline shopping and create omnichannel experiences tailored to the diverse needs and preferences of Indian consumers. This market presents a significant opportunity for both established and emerging players, demanding continuous innovation and adaptation to maintain competitiveness.

The India Direct-To-Consumer E-Commerce Market Report is Segmented by End-User Vertical (Apparel and Footwear, Grocery and Gourmet, Personal Care, Home Decor and Household Supplies, Healthcare, and Jewelry). The Market Sizes and Forecasts are Provided in Terms of Value (USD) for the Above Segments.

According to a survey conducted in India between 2020 and 2021, ** percent of online shoppers were from urban regions of the south Asian country in 2021. However, a major share of online shoppers was estimated to be from rural areas by 2030.

India Online Grocery Market Outlook

According to our latest research, the global online grocery market size stood at USD 375.4 billion in 2024, with India contributing a significant share of USD 14.8 billion for the same year. The Indian online grocery market is expected to witness robust expansion, registering a compound annual growth rate (CAGR) of 22.3% from 2025 to 2033. By the end of 2033, the Indian market is forecasted to reach USD 115.6 billion, propelled by rapid digitalization, increasing urbanization, and evolving consumer lifestyles. The surge in demand for convenience, coupled with the proliferation of smartphones and internet connectivity, continues to be the primary growth driver for the online grocery sector in India.

The substantial growth of the India online grocery market is primarily attributed to the country’s burgeoning urban population and the rising adoption of digital platforms for everyday shopping. Urban consumers, especially millennials and working professionals, are increasingly seeking convenience and time-saving solutions, making online grocery shopping an attractive alternative to traditional brick-and-mortar stores. The pandemic has further accelerated this shift, as safety and hygiene concerns prompted more consumers to explore online channels for their grocery needs. Moreover, the expansion of e-commerce infrastructure and the entry of major players such as Reliance JioMart, BigBasket, and Amazon Pantry have significantly enhanced product assortment, service quality, and last-mile delivery capabilities, thus boosting market penetration across metro and tier I cities.

Another pivotal growth factor for the India online grocery market is the continuous innovation in delivery models and payment options. Companies are increasingly investing in advanced logistics, cold chain management, and real-time tracking systems to ensure faster and more reliable deliveries. Additionally, the introduction of flexible payment modes, including e-wallets, Unified Payments Interface (UPI), and Buy Now Pay Later (BNPL) options, has made the online shopping experience seamless and secure for a diverse consumer base. Subscription-based models, offering scheduled deliveries and exclusive discounts, are also gaining traction, particularly among households with predictable consumption patterns. These innovations are not only enhancing customer satisfaction but also fostering brand loyalty and long-term engagement.

The market’s growth trajectory is further strengthened by the increasing focus on personalized marketing and data-driven strategies. Online grocery platforms are leveraging artificial intelligence and machine learning to analyze consumer preferences, predict buying behavior, and tailor product recommendations. This data-centric approach enables companies to optimize inventory management, reduce wastage, and offer customized promotions, thus driving higher conversion rates and average order values. Furthermore, the integration of regional languages, voice search, and easy-to-navigate interfaces is making online grocery platforms more accessible to consumers in tier II and tier III cities, thereby expanding the market’s reach beyond urban centers.

Regionally, South India and West India are emerging as the fastest-growing markets, driven by higher digital literacy rates, greater smartphone penetration, and proactive state government initiatives to promote e-commerce. North India, led by metropolitan hubs such as Delhi NCR, continues to hold the largest share, thanks to its dense population and affluent consumer base. Meanwhile, East India is witnessing steady growth as companies intensify their outreach efforts and address logistical challenges unique to the region. The competitive landscape is becoming increasingly dynamic, with both established players and new entrants vying for market share through aggressive marketing, strategic partnerships, and localized offerings.

Product Type Analysis

The product type segment within the India online g

Discover the latest eCommerce statistics in India for 2025, including store count by category and platform, estimated sales amount by platform and category, products sold by platform and category, and total app spend by platform and category. Gain valuable insights into the retail landscape in India, uncovering the distribution of stores across categories and platforms.

Online Shopping Market Outlook

The global online shopping market size was valued at approximately $4.9 trillion in 2023 and is projected to reach around $9.9 trillion by 2032, growing at a compound annual growth rate (CAGR) of 8.2% during the forecast period. One of the primary growth factors driving this market is the increasing penetration of internet connectivity and smartphones, which has made online shopping more accessible to a wider audience worldwide.

Several factors contribute to the growth of the online shopping market. Firstly, convenience plays a significant role. Consumers can shop from the comfort of their homes, avoiding long lines and crowds typically found in physical stores. This convenience is particularly appealing to busy professionals, parents, and those who live in remote areas with limited access to brick-and-mortar stores. Additionally, the availability of 24/7 shopping options and the ability to easily compare prices across different platforms further enhances the appeal of online shopping.

Another critical driver of market growth is the extensive range of products available online. From everyday essentials to luxury items, online platforms offer a diverse array of products, often at competitive prices. The integration of advanced technologies like Artificial Intelligence and Machine Learning has also enhanced the online shopping experience by providing personalized recommendations based on past purchases and browsing behavior. This level of customization not only improves customer satisfaction but also boosts sales for retailers.

The rise of e-commerce platforms and the digital transformation of traditional retail businesses have also fueled market growth. Companies are increasingly adopting omnichannel strategies that integrate their online and offline operations to provide a seamless shopping experience. Furthermore, the COVID-19 pandemic has accelerated the shift towards online shopping, as consumers turned to e-commerce platforms for their shopping needs due to lockdowns and social distancing measures. This shift is expected to have a lasting impact, with many consumers likely to continue preferring online shopping even post-pandemic.

Regionally, North America and Europe have traditionally dominated the online shopping market due to high internet penetration and a well-established e-commerce infrastructure. However, Asia Pacific is emerging as a significant growth region, driven by rapid urbanization, rising disposable incomes, and an expanding middle-class population. Countries like China and India are witnessing exponential growth in e-commerce activities, supported by government initiatives to promote digital transactions and the proliferation of affordable smartphones.

Product Category Analysis

In the online shopping market, the product category segment is diverse, encompassing various types of goods that consumers can purchase online. Among these, electronics remain one of the most popular categories, driven by the continuous innovation in consumer electronics and the increasing demand for gadgets like smartphones, laptops, and smart home devices. The convenience of comparing features and prices and reading user reviews online has made electronics a staple in the online shopping realm.

The fashion category also commands a significant share of the online shopping market. With the rise of fast fashion and the influence of social media, consumers are increasingly turning to online platforms for clothing, footwear, and accessories. The availability of trendy and affordable fashion options, along with the ease of returns and exchanges, has made online fashion shopping extremely popular. Additionally, personalized recommendations and virtual try-on features are enhancing the shopping experience, driving further growth in this segment.

Home and kitchen products are another vital segment in the online shopping market. From furniture and home decor to kitchen appliances and utensils, consumers find a wide range of options online. The ability to read detailed product descriptions, view images, and compare prices has made online shopping a preferred choice for home and kitchen items. Seasonal sales and discounts offered by e-commerce platforms also attract a large number of buyers in this segment.

Health and beauty products have seen a surge in online sales, particularly during the COVID-19 pandemic when physical stores faced restrictions. Consumers are increasingly purchasing skincare, cosmetics, personal care products, and health supplements online due to