Number of digital buyers in India 2014-2020

The e-commerce sector has seen a boom in the Asian region in the recent years. India, the south Asian country, had the fastest growing online retail market in 2019. The number of digital buyers across the country was estimated to be approximately 330 million in 2020. The figure suggests that almost 71 percent of internet users in the region will have purchased products online for the mentioned time period. The sector is driven by personalized advertisements, attractive discounts, quick delivery and return infrastructure and a high penetration rate of smartphones. This retail ecosystem combined with the comfort of being at home and getting all your choices delivered to your doorstep has turned the tables for the e-commerce sector quite significantly.

Roots of the system

Major consumption in the sector came from the male population in the country in 2015, where Amazon was the preferred destination for scouting of products. Customized apps and experiences had their influence as well. Almost 50 percent of the citizens had used a mobile device for the purchase of goods or services in 2016.

Room for further branches

Even though there has been tremendous expansion in the sector, the penetration rate in the country is relatively low compared to markets such as China and the U.S. The progress has faced challenges in the form of trust issues due to a large number of fake websites and products, which was the reason that over 20 percent of the buyers refused to buy goods or services online in 2016. Reliable websites and quality assurance from manufacturers are tackling the issues headfirst, as they look to provide better products and services to customers and seek growth and benefits for the industry in the long run.

Number of digital buyers in India from 2014 to 2016, with forecasts until 2020

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Release date

August 2016



Survey time period

2014 to 2016

Age group

14 years and older

Special properties

the source defines digital buyers as internet users who have made at least one purchase via any digital channel within the past year, including online, mobile and tablet purchases.

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Statistics on "E-commerce in India"

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