The Business Bytes
THEBUSINESSBYTES BUREAU
NEW DELHI, MARCH 3, 2025
Women are emerging as the driving force behind India’s digital shopping revolution, with 60% actively making online purchases, outpacing men and accelerating the growth of e-commerce. According to How India Borrows 2024, a study by Home Credit India, the rise of women shoppers, coupled with Millennials and Gen Z consumers, is reshaping the digital marketplace, supported by the increasing adoption of embedded finance solutions that simplify borrowing and enhance the shopping experience.
The study highlights a dynamic shift in consumer behavior, revealing that online shopping adoption surged to 69% in 2021, declined to 48% in 2023, and rebounded to 53% in 2024. Despite the resurgence of in-store shopping, digital commerce continues to thrive, fueled largely by women and younger consumers who are embracing online retail with confidence.
Commenting on the findings, Ashish Tiwari, Chief Marketing Officer, Home Credit India, said: “The digital shopping landscape in India is being redefined by women, who are not only leading online shopping adoption but also driving the transformation of embedded finance. Our study reveals that women are leveraging digital tools, trusting AI-driven assistance, and embracing smarter borrowing solutions. This shift highlights their growing financial independence and the need for seamless, accessible credit solutions aligned with their aspirations.”
The study identifies women as the primary adopters of online shopping, with 60% making purchases digitally compared to 52% of men. Among age groups, Gen Z (58%) and Millennials (59%) lead the trend, while only 39% of Gen X engage in digital commerce.
Geographically, Tier-2 cities are matching metro areas, both reporting a 56% online shopping adoption rate, indicating a widespread digital transformation beyond urban centers. The study also highlights a strong e-commerce presence among lower-middle-class consumers in the East and South, with cities like Kolkata (71%), Kochi (66%), Hyderabad (64%), and Chennai (60%) leading in online shopping participation.
Embedded finance is playing a pivotal role in enhancing the online shopping experience, particularly for women. Half of all borrowers who prefer embedded finance solutions believe they simplify e-commerce transactions. Additionally, 38% of lower-middle-class women borrowers favor EMI cards due to their reliability and quick disbursals, further propelling digital shopping adoption.
Trust in AI-powered financial tools is also rising, with 30% of respondents—particularly women and metro-based borrowers—finding chatbot responses reliable, while 26% trust loan offerings delivered via WhatsApp. This increasing reliance on digital financial solutions signals a shift towards a more technology-driven shopping experience.
As digital commerce and financial technology evolve, financial literacy is crucial in ensuring responsible borrowing. Notably, one in five women have shown a growing interest in learning about financial planning, internet banking, loan applications, and digital payments.
Empowering women with financial knowledge not only enhances their economic security but also contributes to broader economic progress. Addressing the digital financial literacy gap will enable women to confidently manage their finances and fully participate in India’s expanding digital economy.
With women shaping the future of e-commerce, the integration of seamless credit solutions, AI-driven financial tools, and enhanced financial literacy initiatives will be key in fostering an inclusive and digitally empowered marketplace.
