How Indian Consumers Actually Shop Online (And Why Brands Get It Wrong)

A lot of ecommerce strategy in India still borrows heavily from playbooks built for Western markets, and the mismatch quietly costs brands conversions they don't even realize they're losing.

Trust is earned differently here

Reviews, WhatsApp conversations, and social proof from real people often matter more in the Indian context than polished brand messaging alone — a gap brands relying purely on paid advertising frequently underestimate.

Payment behavior varies more than brands expect

UPI dominance in metros doesn't necessarily hold the same way in smaller towns, and cash on delivery still plays a real role in specific regions and categories that a one-size-fits-all payment strategy misses.

Mobile isn't just the primary device — it shapes the entire decision journey

Browsing, comparing, and often deciding all happen on a phone, frequently across multiple short sessions rather than one long visit, which changes what a "good" mobile experience actually needs to look like.

Regional and language nuance still gets underestimated

Brands assuming a single national tone and language captures the whole market often miss significant opportunity in tier 2 and tier 3 cities, where local relevance matters more than brands expect.

This episode digs into the real, sometimes uncomfortable gap between how Indian consumers actually shop and how many brands assume they do — with data and stories that challenge some fairly entrenched assumptions.

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