Online Consumer Behaviour Analytical insights into the preferences of Indian online consumers

The Indian E-commerce Industry has been growing rapidly and is expected to reach $200 Billion by 2026. It has been estimated that it will overtake the United States of America by 2035 and become the largest e- commerce market in the world. Due to the advancement in technology and availability of smartphones and internet to the majority of the population and high rate of digital buyer penetration, e-commerce is gaining impetus and thus, it becomes necessary to study and analyse the online consumer behaviour in the Indian context as more and more people are preferring shopping online irrespective of growing inflation rates