80% of India’s Online Shoppers Now Mass Consumers, Meesho Study Says

E-commerce adoption is surging among India’s mass consumers, with 80% of online shoppers now coming from households earning between INR 2.5-10 lakhs ($2,980 – $11,910) annually, according to a new report from shopping app Meesho. The study, covering the first half of 2024, found that 80% of Meesho’s customers are from tier 2 cities and beyond.

Unexpected categories saw sharp growth, with office supplies rising 148% year-over-year and home improvement up 137%. Uttar Pradesh and Bihar led user growth, while use of regional languages and voice search jumped 162% and 40% respectively. Self-care product sales spiked, including 6 million face packs and 4 million facial kits. Electronic accessories sales surged in smaller cities, outpacing tier 1 areas. Home and kitchen spending grew 50% year-on-year.

The data points to a broader shift in India’s retail landscape, with mass consumers projected to account for 65% of the market by 2030 as they move from traditional to online shopping.