India: online purchasing channels by age 2022

According to a survey by Rakuten Insight on online shopping behavior in India conducted in June 2022, about 84 percent of consumers in the age group of 35 to 44 years, preferred e-commerce marketplaces like Shopee, Amazon, and AliExpress to shop online. In comparison, nine percent of the consumers in the 16 to 24 years age group chose consumer-to-consumer (C2C) marketplaces for online shopping.

Preferred channels for online shopping in India as of June 2022, by age

Characteristic	16 to 24 years old	25 to 34 years old	35 to 44 years old	45 to 54 years old	55 years old and above
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Release date

July 2022

More information

Region

India

Survey time period

June 12 to 30, 2022

Number of respondents

32,149 respondents

Age group

16 years and older

Method of interview

Online survey

Supplementary notes

Original survey question:
Where did you make your online purchases from in the last 3 months?

The survey was conducted among
16,184 respondents aged 16 to 24 years old,
9,647 respondents aged 25 to 34 years old,
4,049 respondents aged 35 to 44 years old,
1,513 respondents aged 45 to 54 years old,
756 respondents aged 55 years and above.

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