Archive · 27 Oct 2025
India's Online Shopping Trends: Urban vs. Rural Consumption Habits
Imagine how people used to shop.
First, they went to local stores.
Then, supermarkets became popular.
Now, many shop online!
A survey showed that more people in cities shop online compared to those in the countryside.
People in cities buy more food online, while those in the countryside mainly buy non-food items.
The survey also found that people in certain states shop online more than others.
Smartphones and easy payment systems like UPI made online shopping popular.
The future could involve local shops joining the online world and creating more opportunities for small businesses.
A 2025 survey by NSSO revealed 24.5% of Indian households made online purchases.
Urban households (39.4%) shop online more than rural households (16.0%).
Rural households tend to buy non-food items online more than food items.
State-wise online shopping rates vary significantly in both urban and rural areas.
Widespread UPI usage and affordable internet have boosted online shopping.
- Who
- Indian households
- What
- The evolving trends of online shopping behavior.
- When
- Data collected between January and March 2025.
- Where
- Across India, with a focus on urban and rural areas.
- Why
- To understand shifts in consumer habits, influenced by smartphones, convenience, and discounts.
- Survey Source
- Comprehensive Modular Survey: Telecom (CMS:T), 2025, by NSSO
- Survey Period
- January to March 2025
- Online Shopping Rate (Overall)
- 24.5% of households
- Urban Online Shopping Rate
- 39.4% of households
- Rural Online Shopping Rate
- 16.0% of households
- Smartphone Ownership (Rural)
- 76% of individuals (15+)