‘Bharat’ is going digital on its own terms

Meena runs a tailoring business in Nagpur. When she needed a new washing machine last month, she spent a week watching demo videos on YouTube and reading product reviews on Google. Then, she visited the electronics store down the road to see the product in person, spoke to the owner she has known for years, and finally purchased the washing machine from the store. That same week, she reordered her household staples on a grocery app without a second thought.

Meena is not a big-city shopper from a few years ago. She is a different kind of shopper. And there are tens of millions like her.

Much of India’s e-commerce growth story rests on a simple assumption: that the consumer in Bharat—Tier II and III cities—is a few years behind the metro consumer. But a recent survey suggests that Bharat isn’t merely following in the footsteps of metros. It is on a different path.


Between 2021 and 2025, digital shopping has grown faster in Bharat than in the metros. Online purchases have doubled, rising from 35% to 71% (versus 67% to 89% in metros), and digital influence—the use of the internet to research products—has increased from 43% to 85% (versus 63% to 83% in metros). The number of experienced shoppers who have been buying online for over two years and have purchased more than 5 categories digitally has also leapt from 3% to 17% in Bharat, compared to a slower movement in metros—from 6% to 27%.

India’s e-commerce market is expected to reach $280-300 billion by 2030. To capture this growth, businesses need to deepen their understanding of how Bharat shops.

Design for the first-time shopper, not only the experienced one

Bharat has a high number of new digital shoppers (32% compared to 25% in metros) who started buying online a few months ago and have shopped in 1-2 categories digitally. Digital journeys need to be designed to reflect the realities of this less experienced but rapidly evolving digital ecosystem.

Online platforms must simplify the shopping experience, making it more approachable for new digital shoppers. An AI chat or voice assistant in the shopper’s own language can guide new buyers through search, comparison, and checkout, so the app feels more familiar to them. Interfaces in regional languages, support at critical moments and frictionless payment options will go a long way in encouraging first-time buyers to become repeat customers.

Build for marketplaces, not just your own app

Horizontal marketplaces are where Bharat shops (38% of spend versus 14% in metros). Thus, for brands, marketplaces are more than a sales channel. They are where shoppers discover products, compare options, and find the assurance to make purchases.

Brands must aim to build a strong marketplace presence and support it with a mix of two to three complementary channels to remain visible at every stage of a consumer’s shopping journey.

Sell on trust, not just price

Buying everyday essentials like home-care products and snacks online has become second nature to Bharat’s consumers, who value digital platforms for their variety, price, and convenience. But when shopping for categories like apparel, durables, electronics, medicines, jewellery, and baby care, they turn to local sellers who can help them make informed decisions. Nearly 32% of shoppers in Bharat buy durables online compared to 50% in metros. Further, only 13% of Bharat’s consumers have the confidence to purchase medicines online compared to 38% of shoppers in metros.

Brands need to earn consumers’ trust. Through transparent communication, clear product information, authentic reviews, and assurance of quality, they can address consumers’ queries and give them the confidence they need to buy online across categories. AI can answer product questions in real time, summarise genuine reviews, and suggest options that suit shoppers’ needs to help resolve the uncertainty that, today, sends them back to a familiar local seller. Brands and online platforms can also partner with trusted offline sellers to bring their credibility and product expertise into the digital shopping journey. This could be through branded apps for dealer-assisted purchases, WhatsApp-based ordering and support, or digital storefronts that connect shoppers with their local retailer.

Bharat’s consumers may be hesitant to purchase certain products online, but it’s clear that they are ready to embrace digital shopping. It is time for businesses to build online experiences that encourage new digital shoppers to become confident buyers. As the next generation of consumers emerges, companies that win will not simply replicate the metro strategy but build an approach tailored to Bharat’s needs.

Parul Bajaj is India Leader, Marketing Sales Pricing Practice, BCG and Kanika Sanghi is Partner & Director, BCG. Views are personal.