Indian e-commerce pivots from intent to discovery as doomscrolling enters shopping apps
Deloitte flags a shift from search-led to feed-led commerce on Myntra, Ajio, Nykaa, Swiggy and Amazon. 28% of shoppers discover via creators; 77% of Tier-1/2 buyers make impulse purchases; quick-commerce hits 4.8M daily orders across 80+ cities as platforms chase engagement.
Deloitte report and industry execs flag a shift from intent-led shopping to discovery-led browsing on Indian e-commerce apps like Myntra, Ajio, Nykaa, Swiggy, BigBasket, Amazon and Flipkart, as platforms invest in recommendations, creator content and engagement metrics.