Indian e-commerce pivots from search to scroll as discovery-led shopping reshapes $250B market
Deloitte flags a shift from intent-led search to scroll-led discovery, with Myntra, Ajio, Nykaa, Swiggy and BigBasket leaning into recommendation feeds and creator content. 28% of shoppers discover via creators; 44% make instant buys on quick commerce as the market triples to $250B by 2030.
Deloitte report and industry execs flag a shift in Indian e-commerce from intent-led search to discovery/scroll-led browsing, with platforms like Ajio, Nykaa, Myntra, BigBasket, Swiggy investing in recommendation feeds, creator content and engagement metrics as the market triples to $250B by 2030.
Why this matters
Signals a structural reshaping of Indian online retail, with platforms restructuring UX around feeds and creators rather than keyword search, mirroring the convergence of social and commerce.
Omni-channel steady at 214 signals in 90d, reflecting sustained platform-format experimentation.