Study Id70354 Ecommerce-In-India

With data
on the top
100 stores
eCommerce in India 2019

ecommerceDB.com Country Report
March 2020
ecommerceDB country report
Report overview Data sources and background
The ecommerceDB country report ”eCommerce in India 2019” The analysis in this report is based on exclusive data from
provides a comprehensive overview of the Indian eCommerce ecommerceDB.com, the Statista Digital Market Outlook, and the
market, which can be relevant for understanding your (potential) 2019 Statista Global Consumer Survey.
customers, strategic business development, e.g., when assessing
potential target markets, or for benchmarking your store against the ecommerceDB.com gives insights into more than 20,000 online
market, its leaders, or fast-growing competitors. stores in 50 countries, including detailed revenue analytics,
competitor analyses, market development, SEA budget, and
It depicts significant and comprehensive data about
interesting KPIs.
▪ Indian online shoppers, providing detailed insights about their The Statista Digital Market Outlook presents up-to-date figures on
shopping interests, attitudes, and shopping patterns markets of the digital economy and is available for 150 countries.
▪ the Indian eCommerce market, including revenue developments
The Statista Global Consumer Survey gives insights into the minds of
and forecasts, insights into market concentration and sales
more than 700,000 consumers in 55 countries. It is an international
channels, and extensive KPI analyses
survey that covers more than 6,500 brands across 55 different
countries.
▪ the competitive landscape in the Indian eCommerce market with
key facts about the top players, profound category analyses, and a
You can find a detailed definition of eCommerce revenues and net
full list of the Indian top 100 stores
sales, which are shown in this report, in the Appendix.
Our research has resulted in more than 60 slides on the Indian
eCommerce market.
2
Content
01 Introduction 04 Indian stores: top 100 analysis

▪ Facts about Indian eCommerce ▪ Indian top stores
▪ Country snapshot: India ▪ Category insights
▪ Definitions and methodology ▪ Top 100 ranking
02 Indian consumers 05 Appendix

▪ Online shopper characteristics
▪ Online behavior
▪ Online shopping
03 The Indian eCommerce market

▪ Market size
▪ Market structure
▪ KPI analysis
3
Introduction
This chapter summarizes the key findings of this report,
provides general information about the country, and briefly
describes the methodology.
▪ Facts about Indian eCommerce

▪ Country snapshot: India
▪ Definitions and methodology
4
Facts about Indian eCommerce: key findings
654 million 48% 82%

Consumers eCommerce users in eCommerce Online purchases
2019 penetration via smartphone
US$25bn 20% Fashion

Market
Net sales in Indian CAGR Biggest category by
eCommerce in 2018 Indian net sales Indian net sales
2018-2023
24%
Top 5 Indian online stores by Net sales growth 18-19
Stores net sales of top 100 Indian stores
(average)
5 Source: Statista Digital Market Outlook 2020, Statista Global Consumer Survey as at December 2019, ecommerceDB.com
Country snapshot: India
Key facts 2018: India
Capital Delhi
Population 1,352.6m
Population, aged 15–64 years 903.1m
Households 269.7m
Urban population share 34%
Total current GDP1 US$2,756.3bn
Current GDP1 per capita US$2,211
Consumer spending1 per capita US$1,315
Internet penetration 43.2%
Smartphone penetration 44.0%
Broadband subscriptions2 1.4
Average connection speed 3,7 Mbits/s
Social media penetration 24.6%
1: Current prices 2: Per 100 people

6 Source: Statista, 2019, based on the IMF, World Bank, UN, Eurostat, national statistical offices, and the ITU
Indian consumers
This chapter describes the specifics of Indian online
shoppers and provides detailed insights about their
shopping interests, attitudes, and shopping patterns. It
includes comparisons with China, the biggest eCommerce
market in Asia and worldwide.
▪ Online shopper characteristics

▪ Online behavior
▪ Online shopping
7
The Indian online shopper
Key findings
Criteria Assessment of the Indian Explanations

shopper
Low High ▪ Massive customer potential due to a large population
Customer
potential ▪ High growth potential due to low penetration levels that are
expected to increase significantly until 2023
Low High ▪ In most product categories, low-priced products are more important
Attention to low- to Indian consumers than premium products
priced products ▪ Low-priced products are more important to Indian shoppers than to
Chinese shoppers in all categories
Low High ▪ Premium products are especially relevant in Clothing and Shoes –
Attention to but still not as important as low-priced products in these categories
premium products ▪ In most categories, premium products are more relevant to Indian
consumers than to Chinese online shoppers
Low High ▪ Smartphones are the No. 1 device for online shopping in India
Share of mobile
▪ Indian consumers have used their smartphone for online shopping
shopping more often than shoppers in China have done
Low High ▪ In Clothing, 42% of Indian consumers have sent back an article after
having ordered it online
Return rates
▪ Return behavior is similar in India and in China across most categories
8
The number of eCommerce users is expected to grow
by 41% to 920 million users in India until 2023
Online shopper characteristics: user development
Number of eCommerce users in selected countries in millions

2019 2023
18%
41% 1,000
920
850
654
6%
263 280
6% 5%
60 63 68 71
9 Source: Statista Digital Market Outlook 2019/2020

71% of Indian online shoppers are male
Online shopper characteristics: demographics
Gender Income
India: Male Female China: Male Female India China
Low Middle High
35% 31% 34%
29% 35% 33% 32%
48% Age
52%
India China
37%
33%
31%
71% 24% 25%
18% 20%
8%
4%
0%
18 -24 years 25-34 years 35-44 years 45-54 years 55-64 years
"What is your gender?“; Single Pick; “How old are you?“; Single Pick; “About how high is the annual gross income that your total household
disposes of, before tax and contributions?”; Single Pick; Base: n= 1,024 Indian online shoppers; n= 2,052 Chinese online shoppers (split sample)
10 Source: Statista Global Consumer Survey as at December 2019
South Korea
11
88% 94%
UK 88% 91%
Switzerland 84% 93%
Denmark 83% 94%
Netherlands 82% 93%
Norway 82% 94%
Finland 82% 91%
Germany 81% 86%
Sweden 81% 89%
U.S. 80% 85%
New Zealand 77% 89%
Austria 76% 83%
Belgium 76% 85%
Czech Republic 76% 80%
Source: Statista Digital Market Outlook 2019/2020

Canada 75% 87%
Chile 75% 82%
Online behavior: eCommerce penetration
Spain 74% 81%

Ireland 72% 78%
Lithuania 72% 76%
2: Arithmetic mean of eCommerce penetration of the countries displayed

Japan 72% 84%
eCommerce1 and internet penetration rate in 2019
Australia 71% 79%

Hungary 70% 76%
Poland 70% 75%
eCommerce penetration1
France 69% 77%

Greece 69% 72%
Russia 67% 74%
Croatia 67% 75%
Saudi Arabia 66% 70%
Italy 65% 70%
Portugal 65% 72%
Argentina 65% 70%
Malaysia 62% 73%
Internet penetration
Indonesia 62% 65%

Colombia 62% 68%
Turkey 61% 63%
Brazil 60% 65%
China 59% 60%
1: Share of consumers who have purchased at least one product online in the past 12 months in the total population of the respective country
Vietnam 57% 58%

Morocco 54% 69%
South Africa 52% 63%
Mexico 51% 60%
Thailand 50% 53%
48% of the Indian population are shopping online
Peru 49% 54%

India 48% 49%
India ranks 44th regarding eCommerce penetration:
Egypt 43% 48%

Nigeria 38% 42%
D
Kenya 29% 30%

Ø2 67%
The top 3 interests of Indian online shoppers are
Clothing, Shoes, and Food & Drinks
Online behavior: interest in product categories
Top 10 interests1 India Gender Age China

All respondents Male Female 18–24y|25–34|35–44y|45–54y All respondents
Clothing 87% 68% 32% 31% 37% 25% 8% 57%
Shoes 77% 70% 30% 32% 37% 24% 7% 53%
Food & Drinks 68% 67% 33% 31% 36% 26% 8% 47%
Consumer Electronics 68% 75% 25% 29% 38% 26% 8% 48%
Bags & Accessories 55% 58% 42% 31% 40% 21% 7% 36%
Travels 53% 69% 31% 28% 38% 26% 8% 32%
Books, Movies, Music & Games 53% 66% 34% 34% 36% 24% 7% 48%
Household Appliances 49% 63% 37% 19% 40% 30% 11% 33%
Cars 45% 75% 25% 30% 37% 26% 7% 35%
Cosmetics & Body Care 45% 53% 47% 26% 40% 26% 8% 39%
1: Of Indian online shoppers

"Which of these products and services are you interested in?“; Multi Pick; Base: n= 1,024 online shoppers in India; n= 2,052 online shoppers in
China (split sample)
Indian online shoppers are most price-oriented
regarding Clothing
Online behavior: importance of product prices
Share of online shoppers who pay attention to low-priced and luxury/premium products
India: relevance of low-priced products India: relevance of luxury/premium products China
59%
57%
47%
44%
40% 42%
34% 33%
30% 31%
27% 29% 28%
25%
28% 28%
24%
23%
20% 19%
17%
15%
12% 13%
11%
7%
Bags & Clothing Cosmetics Deter- DIY, Food & Furniture House- PC/ Shoes Sports & Stationery Toys &
Acces- & Body gents & Garden & Drinks & House- hold Laptop Outdoor & Hobby Baby
sories Care Cleaning Pet hold Appliances Products Supplies Products
Products Products Goods
Reading support: In the category Bags & Accessories, 40% of Indian online shoppers pay attention to low-priced products, which is a higher share
compared to China. 34% of Indian online shoppers pay attention to luxury/premium products, which is above the Chinese average.
„For which of these products is a low price of particular importance to you?“; Multi pick; „In which of these product categories do you also buy
premium or luxury items?“; Multi Pick; Base: n= 1,024 online shoppers in India; n= 2,052 online shoppers in China (split sample)
61% of Indian online shoppers would like to have the
products purchased in the store delivered to home
Online behavior: relevance of multi-channel services
Agreement with selected statements on multi-channel services

India China
+33%
61%
+35%
49% +117%
46% -13%
39% 38%
36%
33%
+7%
24%
22%
18%
Home delivery of products Return/replacement in the Online store locator Ordering online and Picking up purchased
purchased in the store store of items ordered online picking up in the store items in the store
outside opening hours
"Which of these services in the field of shopping would you like to use?"; Multi Pick; Base: n= 1,024 online shoppers in India; n= 2,052 online
shoppers in China (split sample)
68% of Indian online shoppers research online when
planning a major purchase
Online shopping: attitudes
Agreement with statements

India China
Customer reviews on the internet are very helpful 68% 46%
When I plan a major purchase, I always do some research on the

62% 38%
internet first
I prefer to use my smartphone or tablet to research on products and to
60% 36%
make major new purchases
When I order an item, I prefer express shipping 40% 38%
I want to see an item before I buy it 38% 25%
I usually manage habitual / recurrent orders directly via my smartphone

33% 40%
or tablet
When I buy an item, I want to hold it in my hand the same day 26% 37%
I miss the shopping experience when I shop online 25% 14%
Sometimes I deliberately order more items than I want to keep 24% 22%
"Which of these statements do you agree with?“; Multi Pick; Base: n= 1,024 online shoppers in India; n= 2,052 online shoppers in China (split
sample)
Consumer Electronics and Fashion1 products are
mainly searched for and bought online
Online shopping: customer journey
Share of Indian consumers who primarily search for and purchase a product online in %
Share of Indian consumers who have ordered items from these categories online in the past 12 months
70 Purchased online, no online research Purchased and researched online

65
60
55 Clothing
Purchased primarily online
50
45 Bags & Accessories
Cosmetics & Body Care Shoes
40 Consumer Electronics
35
30 Books, Movies, Music & Games
Household Appliances
25 Food & Drinks
Stationery & Hobby Supplies
20 Sports & Outdoor Products
Toys & Baby Products
15
10 Drugstore & Health Products
DIY, Garden & Pet Products Furniture & Household Goods
5
Neither researched nor purchased online Researched online, no online purchase
5 10 15 20 25 30 35 40 45 50 55 60 65 70
Searched for primarily online
1: Clothing, Shoes and Bags & Accessories

“For which of these products do you mostly look for information online?”; Multi pick;“ Which of these products do you mostly buy/order online?“;
Multi pick; "Which of these items have you bought online in the past 12 months?“; Multi pick; Base: n= 1,057 all respondents
Clothing, Shoes, and Consumer Electronics are the
main categories for online shopping in India
Online shopping: purchases by category
Top 10 online purchase categories1 India Gender Age China

All respondents Male Female 18–24y|25–34|35–44y|45–54y All respondents
Clothing 70% 69% 31% 30% 40% 23% 8% 55%
Shoes 59% 75% 25% 34% 38% 22% 7% 52%
Consumer Electronics 50% 78% 22% 32% 39% 22% 7% 38%
Bags & Accessories 46% 62% 38% 31% 40% 21% 8% 27%
Cosmetics & Body Care 39% 58% 42% 24% 42% 26% 8% 37%
Food & Drinks 34% 68% 32% 26% 41% 26% 7% 67%
Household Appliances 32% 67% 33% 19% 44% 27% 10% 26%
Books, Movies, Music & Games 31% 66% 34% 30% 42% 21% 6% 35%
Stationery & Hobby Supplies 23% 60% 40% 26% 40% 25% 9% 14%
Drugstore & Health Products 21% 72% 28% 20% 43% 26% 10% 22%
1: Of the Indian online shoppers

"Which of these items have you bought online in the past 12 months?“; Multi Pick; Base: n= 1,024 online shoppers in India; n= 2,052 online
shoppers in China
Smartphones are the No. 1 device for online shopping
in India
Online shopping: comparison of devices for online purchases
Devices used for online purchases in 2019

India China
51% 82% 32%
27% 56% 23%
Laptop Smartphone Desktop PC
24% 18% 17%
27% 21% 16%
Tablet Smart TV Smart speakers
Reading support: 24% of Indian online shoppers and 27% of Chinese online shoppers have used a tablet for online purchases in the last 12 months.
"Which of the following devices have you used for online shopping in the past 12 months?“; Multi Pick; Base: n= 1,024 online shoppers in India;
n= 2,052 online shoppers in China
The main drivers of online shopping are home
delivery and cheaper prices
Online shopping: drivers of online purchases
Agreement with reasons for making purchases online Key findings

India China
Available round
▪ In India, consumers' main reasons for shopping
the clock
online are home delivery (73% of Indian online
shoppers agree), cheaper prices (59%), and a
Undisturbed greater product range (59%).
Cheaper prices
shopping process 47%
59%
35% ▪ In China, the main reasons are as follows:
convenience (52%), a greater product range
(51%), and home delivery (50%).
More product Direct delivery to
information 55% 73% my home
▪ The least important reasons in India are an
undisturbed shopping process (35%), round-the-
clock availability (47%), and possibilities to
compare (52%).
52% 59%
More possibilities Greater product
to compare 57% range
More convenient
way of shopping
"Which of these do you consider good reasons to buy an item online?“; Multi Pick; Base: n= 1,024 online shoppers in India; n= 2,052 online
shoppers in China (split sample)
In India, Clothing and Shoes have the highest return
rates
Online shopping: returns
Share of online shoppers who have purchased a product online and returned it afterwards
42% India China
32%
30%
25%
19%
16%
13% 13%
11% 11%
10% 10% 9%
6%
Clothing Shoes Bags & Consumer Household Cosmetics Food & Furniture Books, Toys & Sports & Stationery DIY, I did not
AccessoriesElectronicsAppliances & Body Drinks & Movies, Baby Outdoor & Hobby Garden send
Care Household Music & Products Products Supplies & Pet anything
Goods Games Products back
"Which of these kinds of articles have you sent back after an online order in the past 12 months?"; Multi Pick; Base: n= 1,024 online shoppers in
India; n= 2,052 online shoppers in China
The Indian eCommerce
market
This chapter contains an in-depth analysis of the Indian
eCommerce market and draws international comparisons. It
shows revenue developments and forecasts, insights into
market concentration and sales channels, and extensive KPI
analysis, e.g. payment and shipping methods.
▪ Market size
▪ Market structure
▪ KPI analysis
21
The Indian eCommerce market: overview
Key findings
Criteria Assessment of the Indian market Explanations
Low High ▪ The Indian eCommerce market is expected to grow by 20% per year
Growth on average (2018–2023)
potential ▪ In absolute numbers, this means an increase of US$37 billion by
2023
▪ An international comparison of online shares shows that there is the

Low High
Online share of potential for a higher online penetration in all Indian categories
total retail sales ▪ Consumer Electronics has the highest online share of all Indian
categories, while Food & Personal Care shows the lowest shares
Low High ▪ In terms of numbers, 51% of the top 100 Indian stores are pure
Share of online players – but in terms of sales, 63%
pure players ▪ An international comparison with selected countries shows that India
has a very high share of online pure players, both in terms of
numbers and in terms of sales
22
The Indian eCommerce market is growing 20% per
year on average, reaching US$62 billion in 2023
Market size: revenues development
Indian eCommerce revenues in billion US$
62
57
+20%1 49
41
32
25
2018 20192 20202 20212 20222 20232
1: CAGR: Compound Annual Growth Rate / average growth rate per year 2: Forecast
23 Source: Statista Digital Market Outlook 2020
With US$9,242 million, Fashion is the largest category
in Indian eCommerce in 2018
Market size: category split
Indian eCommerce revenues 2018 in million US$

Total: US$25,295 million
9,242 7,107 4,148 3,039 1,759
Bags & Accessories 510 Books, Movies, Music & Sports & Household Food &
Footwear Games Outdoor 555 Appliances Beverages
1,462 1,721 427
DIY, Garden & Pets
Apparel 843 1,401

Consumer Personal
Electronics Care
Toys & Baby
1,105
Furniture &
Homeware
7,270 5,386 1,331
Hobby & Stationery
1,638
1,645
Fashion Electronics & Media Toys, Hobby & DIY Furniture & Food &
Appliances Personal Care
Note: Due to rounding, the amount for the entire category may exceed the sum of subcategories.
With a CAGR of 21.1%, Food & Personal Care is the
fastest growing eCommerce category in India
Market size: category growth
YoY revenue growth1 in % CAGR2 2019-2023 in %

Fashion Electronics & Media Food & Personal Care Furniture & Appliances Toys, Hobby & DIY
35.7 20.8 21.1

36.1
32.3
32.0
15.3 15.2
24.5 14.3
22.9 22.0
24.3
22.3 21.4
18.0
19.4 20.4 17.6 17.1
17.0 16.8
13.0
11.4
13.1
12.2 11.1
9.1
8.6
8.1
2019 2020 2021 2022 2023 Fashion Electronics Toys, Hobby Furniture & Food &
& Media & DIY Appliances Personal Care
1: Forecast 2: CAGR: Compound Annual Growth Rate / average growth rate per year
With US$715 billion, China was undisputedly the
biggest eCommerce market in 2018
Market size: country comparison (1/2)
eCommerce revenues in 2018 in billion US$

US$0.3bn US$715bn Country out of scope
▪ In 2018, the global eCommerce market

was worth US$1.6 trillion in revenues
▪ China remains by far the largest

eCommerce market worldwide with
189 revenues of US$715 billion in 2018
▪ With revenues of US$316 billion in 2018,

the U.S. constitutes the second biggest
eCommerce market
▪ Next to China and the U.S., Japan

(US$83bn), the United Kingdom
(US$74bn), and Germany (US$67bn)
also rank among the top 5 eCommerce
countries in terms of revenues in 2018

China and the U.S. are the largest markets, but Turkey
and Indonesia outperform them in terms of growth
Market size: country comparison (2/2)
eCommerce revenues of selected markets in billion US$, CAGR1 and ARPU2

ARPU2 in 2018 in US$
26
Turkey Indonesia
18 India
16 Peru
Chile
14
Poland Switzerland
CAGR 2019–20231
South Korea
12 United States
Ireland Spain
10
Russia Germany
8 France China
Canada Japan
6
Australia
Finland
4 Sweden Netherlands
Austria Brazil United Kingdom
2
5 10 15 20 25 30 35 40 55 60 65 70 75 80 85 315 715 720
eCommerce revenues in 2018 in billion US$
1: CAGR: Compound Annual Growth Rate / average growth rate per year 2: Average revenue per user
Consumer Electronics has the highest online share of
all Indian categories
Market structure: online shares in selected retail markets
Comparison of online shares to highest and lowest shares in 2018

Fashion Consumer Electronics Furniture & Appliances Food & Personal Care
India India 6% India 12% India 0% India 0%
China 53% Singapore 67% China 47% Australia 2%

Asia &
Australia/Oceania Saudi
high/low Tajikistan 2% 1% India 0% Pakistan 0%
Arabia
Top 5 eCommerce
China 53% China 56% China 47% UK 6%
countries1
high/low
U.S. 16% Japan 34% UK 12% Japan 1%
Note: Only the categories for which data is available are displayed.
1: By revenues in 2018: China, U.S., Japan, UK, Germany
In terms of numbers, 51% of the top 100 Indian stores
are pure players – 63% in terms of sales
Market structure: sales channels
2018 share of online pure player in selected countries Key findings

By number of stores By net sales in US$ ▪ In terms of numbers, 51% of Indian online stores are online pure
players, i.e. stores that sell exclusively online
51% ▪ As far as net sales are concerned, 63% of net sales of the Indian
India 63%
eCommerce market are generated by online pure players
▪ An international comparison shows that India has the highest share
of online pure players, both in terms of numbers (51%) and net sales
(66%)
United States 18% 36%
▪ In the U.S., the share of pure players by number is considerably
higher than the share by net sales
▪ In Germany, the distinction between number of stores and net sales
United Kingdom 36% 37% is of little importance – the shares are very close around 39–40%
Methodology
▪ Stores are defined as pure players if they do not sell via bricks &
Germany 39% 40% mortar
▪ The analysis is based on data of ecommerceDB.com for the top 100

stores for which multichannel information is available
France 44% 53%

▪ Stores are allocated to the country in which their main net sales are
generated
Base: top 100 online stores by net sales in India and top 500 online stores in the respective countries in 2018 for which information is available
29 Source: ecommerceDB as of December 2019/ January 2020
Cards are the most common payment method offered
by the top 100 Indian online stores
KPI analysis: payment analytics (1/2)
Share of the top 100 Indian stores that offer at least one payment method belonging to the following categories¹
Cards 96%
Bank transfer 82%
Cash on delivery 82%
eWallets 76%
Invoice/Installment 54%
Direct debits 36%
Other2 45%
1: A store can offer more than one payment methods (Multi-Pick) 2: Includes gift cards
Base: top 100 online stores by net sales in India in 2018 for which payment information is available
30 Source: ecommerceDB as of January 2020
Nearly every store offers payment by Visa or
Mastercard – PayPal is offered by 28% Indian stores
KPI analysis: payment analytics (2/2)
Share of top 100 Indian stores that offer the following selected payment methods¹
90% 88%
78%
69%
45%
36% 37% 37%
28%
22%
18% 18%
Mastercard Visa American RuPay Cash in BHIM UPI PayTM MobiKwik PayPal Oxigen Ola Money Giftcard
Express advance
Cards Bank transfer eWallets Other
1: A store can offer more than one payment methods (Multi-Pick)

Base: top 100 online stores by net sales in India in 2018 for which payment information is available
When it comes to social media, Indian online stores
mainly use Twitter
KPI analysis: social media activity (1/2)
Share of Indian stores that use social media networks Activity Score¹ 2019
Facebook
56% 2.6
Twitter
60% 2.1
Instagram
44% 3.4
1: Score from 0 to 5 based on the frequency of posted content by the account and the interaction of the social media users with the posted
content. A higher score represents a greater activity of the account posting content frequently together with a higher interaction of the social
media users reacting to posts in form of the number of likes, shares and comments.
Base: top 100 online stores by net sales in India in 2018 for which social media information is available
With 75%, stores offering Food & Personal Care have
the highest percentage of social media use
KPI analysis: social media activity (2/2)
Share of Indian stores that use social media networks¹

Fashion Electronics & Media Toys, Hobby & DIY Furniture & Appliances Food & Personal Care
75% 75% 75%
67% 67%
63% 62% 63%
60% 60% 60%
58% 57% 56%
42%
40%
27% 27%
20% 20%
Stores, that use at least

one social media network1
1: Stores by main category

Base: top 100 online stores by net sales in India in 2018 for which social media information is available
Very few of the Indian top 100 stores also offer a
marketplace shop on amazon or eBay
KPI analysis: marketplaces
Share of Indian stores with additional amazon or eBay profile in 2019
34%
33%
6%
5%
Top 50 Top 100 Top 50 Top 100
Base: top 100 online stores by net sales in India in 2018 for which information is available
Hybris is the shop software most frequently used by
the top 100 Indian stores
KPI analysis: shop software
Distribution of selected shop software used by Indian stores in 2019¹

100% 26%
22%
72%
9% 9%
28%
4% 4% 4%
Top stores Unknown Known Hybris Magento Amazon Shopify AbleCommerce Salesforce Oracle
Webstore Commerce commerce
Cloud
Reading support: From 28% of the top 100 stores in India, information about the shop software used is available. Of the stores whose shop software is
known, 26% use Hybris.
1: A store can use more than one shop software (Multi-Pick)

35 Source: ecommerceDB as of January 2020, builtwith.com
The Indian category with the highest search engine
CPC is Furniture & Appliances
KPI analysis: marketing performance indicators (1/2)
Search engine CPC¹ in India in US$ in 2018

1st quartile Median
Total 0.08 0.12
Fashion 0.07 0.12
Electronics & Media 0.08 0.10
Toys, Hobby & DIY 0.08 0.33
Furniture & Appliances 0.33 0.46
Foods & Personal Care 0.11 0.12
1: Cost per click (CPC) is a performance-based billing method in online marketing. Explained compactly, advertisers pay a fixed price to the site operator for
each click on their placed online advertisement.
36 Source: ecommerceDB as of January 2020, searchmetrics
Amazon.in has spent US$29 million on search engine
advertising in 2018 in India
KPI analysis: marketing performance indicators (2/2)
Top 10 SEA¹ budgets of Indian stores in million US$ in 2018

28.7
2.4
1.5
0.8
0.8
0.7
0.6
0.5 0.5
0.4
amazon.in grofers.com urbanladder.com nykaa.com bigbasket.com firstcry.com ajio.com 1mg.com lenskart.com caratlane.com
1: Search engine advertising (SEA): money spent to appear as sponsored results in search engines in response to defined set of search terms
and keywords
Base: top 100 online stores by net sales in India in 2018 for which SEA information is available
Indian stores:
top 100 analysis
This chapter gives an overview of the player landscape in the
Indian eCommerce market: It includes key facts, the top
players, profound category analyses, and a full list of the
Indian top 100.
▪ Indian top stores

▪ Category insights
▪ Top 100 ranking
38
Amazon.in heads the list of the top 10 Indian stores
Indian top stores: top 10 stores by net sales
Rank Store Indian net sales in million US$¹ in 2018 Main category
1 amazon.in 937 Electronics & Media
2 apple.com 372 Electronics & Media
3 bigbasket.com 323 Food & Personal Care
4 grofers.com 227 Food & Personal Care
5 dell.com 151 Electronics & Media
6 nykaa.com 142 Food & Personal Care
7 hihonor.com 125 Electronics & Media
8 amazon.com 111 Electronics & Media
9 ajio.com 99 Fashion
10 gamestheshop.com 97 Fashion
1: Net sales generated in India

On average, Indian top stores achieved a year-over-
year growth of 24% in 2019
Indian top stores: store comparison
Net sales in the Indian market and growth¹ of top 100 Indian stores in 2018
Top 51—250 Top 11—50 Top 10
180
160 medlife.com
tatacliq.com
Estimated net sales growth 18—191
140
120
100
80
muscleblaze.com
ajio.com grofers.com
40 nykaa.com bigbasket.com Ø 24%
cilory.com
20 hihonor.com amazon.in
dell.com
0 amazon.com apple.com
-20
gamestheshop.com
-40 femella.in
-60
0 10 20 30 40 50 60 120 130 140 150 160 170 180 190 200 210 220 330 340 350 360 370 940
India net sales in 2018 in mUS$
Top 51–100 Top 11–50 Top 10
1: Estimated total net sales growths 2018-2019

Base: top 100 online stores by net sales in India in 2018. Stores that are no longer online in 2019 are not considered in this analysis.
When it comes to the top 5 Indian categories,
amazon.in takes first place in 3 out of 5 categories
Category insights: top 5 stores
Top 5 players¹ by net sales in 2018

Indian market share in the respective category in 2018 in %
Fashion Electronics & Media Toys, Hobby & DIY Furniture & Appliances Food & Personal Care
gamestheshop.com amazon.in amazon.in amazon.in bigbasket.com
ajio.com apple.com lgbrandstore.com urbanladder.com grofers.com
cilory.com dell.com firstcry.com hometown.in nykaa.com
muscleblaze.com hihonor.com amazon.com pinkqueen.com amazon.in
abof.com amazon.com mrbutton.in evok.in healthkart.com
The comparison of Indian categories shows that Food & Personal Care is the most concentrated category in India,
! while Fashion is the most fragmented category in India
1: Top 5 stores by net sales in India in 2018

Indian Fashion: tatacliq.com leads in terms of growth
while gamestheshop.com is the largest player
Category insights: Fashion
Net sales in the Fashion market and growth¹ of the top Fashion stores in India in 2018
Pure player: Fashion Fashion is the most relevant segment At least one other segment with higher net sales share
150
tatacliq.com
Estimated net sales growth 18-191
100
hopscotch.in
50 muscleblaze.com ajio.com
sastasundar.com
cilory.com
peachmode.com caratlane.com
titan.co.in
abof.com
0 mirraw.com
decathlon.in
coolwinks.com
gamestheshop.com
-50
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100
Fashion net sales in 2018 in million US$
1: Estimated net sales growth 2018-2019

Base: top 100 online stores by net sales in India in 2018 - stores with at least 10% net sales of the store’s total net sales within this category or
store is among the top 10 players in India Stores that are no longer online in 2019 are not considered in this analysis.
Indian Electronics & Media: tatacliq.com leads in
terms of growth while amazon.in is the largest player
Category insights: Electronics & Media
Net sales in the Electronics & Media market and growth¹ of the top Electronics & Media stores in India in 2018
Pure player: Electronics & Media Electronics & Media is the most relevant segment At least one other segment with higher net sales share
160
140 tatacliq.com
120
100
80
60
40 croma.com
20 amazon.in
hp.com amazon.com dell.com
0 hihonor.com
lenovo.com apple.com
-20
philips.co.in
-40
gadgets360.com
-60
0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 520
Electronics & Media net sales in 2018 in million US$

Indian Toys, Hobby & DIY: floweraura.com leads in
terms of growth while amazon.in is the largest player
Category insights: Toys, Hobby & DIY
Net sales in the Toys, Hobby & DIY market and growth¹ of the top Toys, Hobby & DIY stores in India in 2018
Pure player: Toys, Hobby & DIY Toys, Hobby & DIY is the most relevant segment At least one other segment with higher net sales share
140
130 floweraura.com
120
moglix.com
110
100
90
80 fnp.com
70
60 n-gal.com
hopscotch.in
50
40 mrbutton.in
bigbasket.com
30 newegg.com
20 firstcry.com
10 amazon.com amazon.in
decathlon.in lgbrandstore.com
0
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 208
Toys, Hobby & DIY net sales in 2018 in million US$

Indian Furniture & Appliances: pinkqueen.com leads
in terms of growth
Category insights: Furniture & Appliances
Net sales in the Furniture & Appliances market and growth¹ of the top Furniture & Appliances stores in India in 2018
Pure player: Furniture & Appliances Furniture & Appliances is the most relevant segment At least one other segment with higher net sales share
140
pinkqueen.com
120
100
80
60 grofers.com
40 reliancedigital.in cilory.com bigbasket.com

croma.com
panasonic.com hometown.in
20 evok.in
urbanladder.com
amazon.com
0 amazon.in
newegg.com
-20
philips.co.in
-40
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 132
Furniture & Appliances net sales in 2018 in million US$

Indian Food & Personal Care: medlife.com leads in
terms of growth
Category insights: Food & Personal Care
Net sales in the Food & Personal Care market and growth¹ of the top Food & Personal Care stores in India in 2018
Pure player: Food & Personal Care Food & Personal Care is the most relevant segment At least one other segment with higher net sales share
180
160 medlife.com
140
floweraura.com
120
moglix.com
100
80
60 maykool.com
grofers.com
1mg.com
40 healthkart.com nykaa.com bigbasket.com
lenskart.com
20
firstcry.com amazon.in
0
-20
-40
femella.in
-60
0 5 10 15 20 25 30 35 40 45 50 140 145 150 155 160 165 170 175 180 185 190 195 200 205 300
Food & Personal Care net sales in 2018 in million US$

Store profiles for amazon.in and apple.com
Top 100 ranking: top 10 store profiles (1/5)
amazon.in x apple.com x
Key facts 47 Key facts

#1 #96 US$937m 12% #2 #3 US$372m 7%
India Global Net sales 20181 Growth 18/19 India Global Net sales 20181 Growth 18/19
Company: Indian country share: Launch year: Company: Indian country share: Launch year:
Amazon.com, Inc. 100% na Apple, Inc. 1% 1997
Category split: net sales Category split: net sales
100%
55% 22%
14%
4% 5%
1: In India
= Fashion, = Electronics & Media, = Toys, Hobby & DIY, = Furniture & Appliances, = Food & Personal Care
Store profiles for bigbasket.com and grofers.com
bigbasket.com x grofers.com x

#3 #291 US$323m 37% #4 #420 US$227m 57%
Supermarket Grocery 100% 2011 Grofers India Pvt., Ltd. 100% 2013
Supplies Pvt., Ltd.
93% 93%
5% 5%
3% 3%
1: In India
Store profiles for dell.com and nykaa.com
dell.com x nykaa.com x

#5 #19 US$151m 7% #6 #686 US$142m 42%
Dell, Inc. 4% 1996 Nykaa E-Retail Pvt., Ltd. 100% 2012
100% 98%
2%
1: In India
Store profiles for hihonor.com and amazon.com
hihonor.com x amazon.com x
Key facts Key facts

#7 #186 US$125m 15% #8 #1 US$111m 10%
Huawei Telecommuni- 25% na Amazon.com, Inc. 0.4% 1995
cations Co. Pvt., Ltd.
100%
55% 22%
14%
4% 5%
1: In India
Store profiles for ajio.com and gamestheshop.com
ajio.com x gamestheshop.comx

#9 #958 US$99m 52% #10 #969 US$97m -27%
Reliance Retail Ltd. 100% 2016 na 100% na
99% 100%
1%
1: In India
Top 100 online stores by net sales in India 2018
Top 100 ranking: rank 1 to 40
Net Growth Net Growth

sales 18–19 sales 18–19
# Store domain 20181 in % Main category2 # Store domain 20181 in % Main category2
1 amazon.in 937 12% Electronics & Media 21 healthkart.com 37 37% Food & Personal Care
2 apple.com 372 7% Electronics & Media 22 croma.com 35 41% Electronics & Media
3 bigbasket.com 323 37% Food & Personal Care 23 urbanladder.com 35 14% Furniture & Appliances
4 grofers.com 227 57% Food & Personal Care 24 stalkbuylove.com 30 21% Fashion
5 dell.com 151 7% Electronics & Media 25 lenovo.com 30 6% Electronics & Media
6 nykaa.com 142 42% Food & Personal Care 26 samsung.com 29 5% Electronics & Media
7 hihonor.com 125 15% Electronics & Media 27 hometown.in 29 18% Furniture & Appliances
8 amazon.com 111 10% Electronics & Media 28 peachmode.com 28 32% Fashion
9 ajio.com 99 52% Fashion 29 wforwoman.com 28 21% Fashion
10 gamestheshop.com 97 -27% Fashion 30 maxfashion.in 27 7% Fashion
11 cilory.com 97 38% Fashion 31 coolwinks.com 27 -20% Fashion
12 muscleblaze.com 68 55% Fashion 32 mrbutton.in 24 41% Toys, Hobby & DIY
13 abof.com 60 8% Fashion 33 reliancedigital.in 24 40% Electronics & Media
14 lgbrandstore.com 56 2% Toys, Hobby & DIY 34 hopscotch.in 23 54% Fashion
15 mirraw.com 52 13% Fashion 35 hm.com 23 17% Fashion
16 caratlane.com 51 19% Fashion 36 panashindia.in 23 45% Fashion
17 firstcry.com 49 22% Toys, Hobby & DIY 37 lenskart.com 21 20% Food & Personal Care
18 titan.co.in 45 24% Fashion 38 bluestone.com 21 19% Fashion
19 hp.com 42 7% Electronics & Media 38 pinkqueen.com 20 125% Furniture & Appliances
20 shoppersstop.com 41 23% Fashion 40 cbazaar.com 19 10% Fashion
1: In India in million US$ 2: A generalist is a store that is active in at least 4 out of 5 categories with category shares < 50%.
Net Growth Net Growth

sales 18–19 sales 18–19
# Store domain 20181 in % Main category2 # Store domain 20181 in % Main category2
41 evok.in 19 21% Furniture & Appliances 61 sonymobile.com 10 3% Electronics & Media
42 medlife.com 16 163% Food & Personal Care 62 libertyshoesonline.com 9 25% Fashion
43 dresswe.com 16 na Toys, Hobby & DIY 63 voylla.com 9 28% Fashion
44 gadgets360.com 16 -53% Electronics & Media 64 moglix.com 9 115% Toys, Hobby & DIY
45 koovs.com 15 21% Fashion 65 overseasflowerdelivery.com 9 -16% Electronics & Media
46 yepme.com 15 19% Fashion 66 zivame.com 9 21% Fashion
47 bata.in 14 8% Fashion 67 decathlon.in 9 3% Toys, Hobby & DIY
48 nike.com 14 18% Toys, Hobby & DIY 68 clovia.com 9 24% Fashion
49 fnp.com 14 80% Toys, Hobby & DIY 69 latestone.com 9 17% Electronics & Media
50 lifestylestores.com 13 40% Fashion 70 newegg.com 9 1% Electronics & Media
51 biba.in 13 20% Fashion 71 vijaysales.com 9 18% Electronics & Media
52 gearbest.com 13 8% Generalist 72 shop4reebok.com 8 22% Toys, Hobby & DIY
53 zara.com 12 26% Fashion 73 rangriti.com 8 29% Fashion
54 homeshop18.com 12 3% Generalist 74 craftsvilla.com 7 20% Fashion
55 malabargoldanddiamonds.com 11 8% Fashion 75 tatacliq.com 7 145% Fashion
56 1mg.com 11 37% Food & Personal Care 76 ethoswatches.com 7 22% Fashion
57 nnnow.com 11 16% Fashion 77 n-gal.com 7 54% Food & Personal Care
58 wildcraft.in 10 na Toys, Hobby & DIY 78 dogspot.in 7 15% Toys, Hobby & DIY
59 panasonic.com 10 17% Electronics & Media 79 maykool.com 7 38% Toys, Hobby & DIY
60 philips.co.in 10 -32% Furniture & Appliances 80 floweraura.com 7 131% Toys, Hobby & DIY
Net Growth
sales 18–19
# Store domain 20181 in % Main category2
81 imaginetoys.com 6 4% Fashion
82 igp.com 6 17% Generalist
83 sastasundar.com 6 25% Food & Personal Care
84 tbdress.com 6 10% Fashion
85 purplle.com 6 25% Food & Personal Care
86 fabindia.com 6 12% Fashion
87 fossil.com 6 10% Fashion
88 femella.in 6 -58% Food & Personal Care
89 dbrand.com 6 15% Electronics & Media
90 clarks.in 5 17% Fashion
91 oneplus.net 5 na Electronics & Media
92 apollopharmacy.in 5 28% Food & Personal Care
93 patanjaliayurved.net 5 19% Food & Personal Care
94 mybageecha.com 5 19% Toys, Hobby & DIY
95 iherb.com 5 15% Food & Personal Care
96 elitify.com 5 19% Fashion
97 nurserylive.com 4 26% Toys, Hobby & DIY
98 bodybuilding.com 4 -18% Food & Personal Care
99 vipbags.com 4 22% Fashion
100 victoriassecret.com 4 9% Fashion
Appendix
55
Category definitions
Fashion Electronics & Toys, Furniture & Food &

Media Hobby Appliances Personal
& DIY Care
The category “Fashion” The category “Electronics & The category “Toys, Hobby The category “Furniture & The category “Food & Perso-
covers the online trade of Media” covers the online & DIY ” covers the online Appliances” covers the nal Care” covers the online
articles of clothing (for sale of physical media (e.g., trade of toys, babyware online sale of furniture, trade of food and beverages
men, women, and children), books, DVDs, Blu-ray discs, (including baby food and kitchens and household (excluding baby food) as well
shoes and shoe care computer games), clothing), sports, outdoor, goods (e.g., kitchen & bath- as of medicine, cosmetics, and
products (e.g., cleaning consumer electronics (e.g., DIY, and garden products room accessories and pharmaceutical and personal
products), as well as of TVs, DVD players), and (e.g., sports & outdoor home textiles), as well as of care products (including pre-
accessories and bags (e.g., communication devices equipment, flowers, tools, electronic household scription drugs for the private
hats, scarves, gloves and (e.g., desktop computers, DIY products), as well as of appliances (e.g., washing end user). It also includes
leather bags, suitcases, laptops, smart-phones). hobby & stationery articles machines and coffee medical products for private
purses and briefcases). (e.g., art/collectors’ items, machines) for the private use (e.g., blood pressure
car parts). end user. monitors).
Subcategories: Subcategories: Subcategories: Subcategories: Subcategories:

▪ Apparel ▪ Consumer Electronics ▪ DIY, Garden & Pets ▪ Furniture & Homeware ▪ Food & Beverages
▪ Bags & Accessories ▪ Books, Movies, Music & ▪ Toys & Baby ▪ Household Appliances ▪ Personal Care
▪ Footwear Games ▪ Hobby & Stationery
▪ Sports & Outdoor
56
Definition of revenues and net sales
Definition of revenues in the eCommerce market Definition of online stores’ net sales
In-scope: ▪ eCommerce net sales are defined as the amount of first-party sales
generated by a specific online store on domain level (i.e.,
▪ Sale of physical goods to a private end user (B2C) via a digital channel amazon.com and amazon.de remain separate) after the deduction of
▪ Purchases via desktop computers (including notebooks) and returns, allowances for damaged or missing goods, and any discounts
purchases via mobile devices (e.g., smartphones) allowed
▪ All monetary figures refer to the annual gross revenue ▪ If an online shopping website also offers a marketplace shop on a site
like eBay or Amazon, the resulting revenue is included in the store's
eCommerce net sales
Out-of-scope:
▪ Digital media (e.g., music downloads or eBooks) ▪ If there are any business-to-business (B2B) revenues generated by a
given online store, these will also be included
▪ Digitally distributed services (e.g., plane tickets)
▪ Digitally distributed goods in business-to-business (B2B) markets ▪ Only online stores with a focus on private end users (B2C) will be
considered for our database and in this report, i.e., stores with a B2B
▪ Digital purchase or resale of used, defective, or repaired goods share of less than 50%
(reCommerce)
▪ In this study, we often refer to “Indian net sales”, meaning that only
▪ All monetary figures do not factor in shipping costs
eCommerce net sales generated in India are taken into account. If a
website also ships to other countries, sales generated with these
shipments are not considered in this figure
57
About the ecommerceDB
The toolbox for all eCommerce-relevant questions
ecommerceDB.com offers direct access to URL-related revenue

information together with forecasts, customizable top, country,
region and category rankings, KPI analyses, and extensive
eCommerce-relevant contact information to over 20,000 online
stores.
In-depth analysis for over 20,000 online store URLs
Adjustable top, category, country & region

rankings
Download shop profiles for seamless processing

CONTACT US
TEL +49 40 68 89 31-251
Direct contact to our eCommerce analysts
E-MAIL sina.pohlmann@statista.com
! Find out more on ecommercedb.com
58
About the Statista Digital Market Outlook
90+ 150+ 8 30,000+

markets regions years (2017-2024) interactive statistics
The Digital Market Outlook presents up-to-date figures on markets in the

digital economy. The comparable key figures are based on extensive analyses
of relevant indicators from the areas of society, economy, and technology.
What is the size of the eCommerce fashion market in Spain?
How many connected cars are already on the road in China?
The answers to these and many more questions can be found in Statista's
Digital Market Outlook. It provides forecasts, detailed market insights, and key
indicators for the digital economy.
Seven digital verticals: eCommerce, Smart Home, Digital Media,

eServices, FinTech, Digital Advertising, eHealth
Direct access & downloads, fully integrated into the Statista database
Market insights, forecasts and key performance indicators
Outlook reports with segment-specific topics (top companies, trends,

deep dives)
Find out more on www.statista.com/outlook/digital-markets

About the Statista Global Consumer Survey
50+ 55 6,500+ 700,000+

topics & industries countries int. brands consumers
Marketing & Finance & insurance
The Statista Global Consumer Survey offers a global perspective
on consumption and media usage, covering the offline and online social media
world of the consumer. It is designed to help marketers, planners
and product managers understand consumer behavior and
consumer interactions with brands. eCommerce & Health
▪ Cross-tabulation retail
▪ Customized target groups

Food & nutrition Housing & household
▪ Trend and country comparisons equipment
▪ Export in Excel (CSV) or PowerPoint format
Internet & devices Travel
Media & digital media Services & eServices
Mobility Characteristics &

demographics
Find out more on www.statista.com/customercloud/global-consumer-survey
60
Authors
Stefanie Eden Anna-Lena Hoyer Gerard Montasell Anastasia Leve

Director ecommerceDB Teamlead ecommerceDB Reports Analyst Junior Analyst
Stefanie is in charge of the Anna-Lena studied Business Gerard studied Economics at Anastasia studied Socio-
exclusive ecommerceDB.com Administration at the University the University Pompeu Fabra, economics at the University of
expert tool. She holds a diploma of Cologne and at ESADE, Barcelona, and Law at the Hamburg and Linguistics at
in Economics and a bachelor’s Barcelona. University of Barcelona. Tver State University, Russia,
degree in Communication. and at the University of Turku,
She joined Statista as a Project He started working at Statista in Finland.
She is an eCommerce expert Manager in the Research & 2016. Initially a Researcher, he
and has gained deep knowledge Analysis department in 2014 has specialized in eCommerce She joined Statista as a Junior
of innovative business models and is now in charge of the and is in charge of the Western Analyst for eCommerce markets
and their effects on the reports that are provided by European and South America in 2019, works on reports and
economy through numerous re- ecommerceDB.com. regions. the weekly ecommerceDB
search and consulting projects. newsletter.
Previously, she worked as a Before joining Statista, he
Before joining Statista, she consultant with the Boston worked as a market intelligence Previously, she worked on
worked as an advertising Consulting Group, attending to specialist for the Government of several monitoring & consulting
consultant for several national several national and inter- Catalonia in Barcelona. projects in the tourism industry.
and international clients. national clients.
Questions? Please write us an email to reports@ecommerceDB.com
www.ecommercedb.com

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With data

eCommerce in India 2019

Report overview Data sources and background

01 Introduction 04 Indian stores: top 100 analysis

02 Indian consumers 05 Appendix

03 The Indian eCommerce market

▪ Facts about Indian eCommerce

654 million 48% 82%

US$25bn 20% Fashion

Key facts 2018: India

1: Current prices 2: Per 100 people

▪ Online shopper characteristics

Criteria Assessment of the Indian Explanations

Number of eCommerce users in selected countries in millions

9 Source: Statista Digital Market Outlook 2019/2020

35% 31% 34%

29% 35% 33% 32%

Source: Statista Digital Market Outlook 2019/2020

Spain 74% 81%

2: Arithmetic mean of eCommerce penetration of the countries displayed

Australia 71% 79%

France 69% 77%

Indonesia 62% 65%

Vietnam 57% 58%

Peru 49% 54%

Egypt 43% 48%

Kenya 29% 30%

Top 10 interests1 India Gender Age China

Clothing 87% 68% 32% 31% 37% 25% 8% 57%

Shoes 77% 70% 30% 32% 37% 24% 7% 53%

Consumer Electronics 68% 75% 25% 29% 38% 26% 8% 48%

Travels 53% 69% 31% 28% 38% 26% 8% 32%

Cars 45% 75% 25% 30% 37% 26% 7% 35%

1: Of Indian online shoppers

Agreement with selected statements on multi-channel services

Agreement with statements

Customer reviews on the internet are very helpful 68% 46%

When I plan a major purchase, I always do some research on the

When I order an item, I prefer express shipping 40% 38%

I want to see an item before I buy it 38% 25%

I usually manage habitual / recurrent orders directly via my smartphone

I miss the shopping experience when I shop online 25% 14%

70 Purchased online, no online research Purchased and researched online

Searched for primarily online

1: Clothing, Shoes and Bags & Accessories

Top 10 online purchase categories1 India Gender Age China

Clothing 70% 69% 31% 30% 40% 23% 8% 55%

Shoes 59% 75% 25% 34% 38% 22% 7% 52%

Consumer Electronics 50% 78% 22% 32% 39% 22% 7% 38%

1: Of the Indian online shoppers

Devices used for online purchases in 2019

51% 82% 32%

27% 56% 23%

Laptop Smartphone Desktop PC

24% 18% 17%

27% 21% 16%

Tablet Smart TV Smart speakers