Lost in the Scroll? Why Online Shopping in India Sometimes Misses the Mark

Online shopping in India has transformed the way millions buy everything from gadgets to groceries. Yet, beneath the surface of convenience and endless choice, many shoppers find themselves frustrated, overwhelmed, or simply uninspired. Here’s why the online shopping experience in India sometimes falls short-and what needs to change.

1. The Problem of “Too Much, Yet Not Enough”

India’s e-commerce boom has brought unprecedented variety, but also a new kind of sameness. Recommendation engines often trap users in a loop, showing more of what they’ve already browsed or bought, rather than sparking discovery or aspiration. This “boxed in” feeling is echoed by shoppers across the country, who crave novelty and inspiration but instead get repetition.

2. Quality Doubts and Trust Issues

One of the most common complaints among Indian online shoppers is the uncertainty around product quality. With marketplaces acting as aggregators, counterfeit or subpar products sometimes slip through, leading to disappointment and a lack of trust. Quality checks are inconsistent, and getting refunds or replacements can be a hassle23.

3. Logistics and Delivery Delays

India’s vast geography and fragmented infrastructure mean that timely delivery remains a challenge, especially outside major metros. While urban shoppers expect-and sometimes pay extra for-speed, those in smaller towns and rural areas often face delays, lost packages, or limited delivery options. Address inconsistencies and poor last-mile connectivity only add to the frustration.

4. No Touch, No Feel: The Emotional Gap

Indian shoppers often value the sensory experience of shopping-touching fabrics, checking finishes, or simply “feeling” a product. Online platforms can’t replicate this, leading to hesitation, especially for big-ticket or personal items. This emotional disconnect is a major barrier to trust and satisfaction.

5. Digital Literacy and Infrastructure Gaps

While smartphone and internet adoption have soared, digital literacy remains uneven. Many first-time buyers, especially from tier 2, 3, and 4 cities, struggle with complex interfaces, slow internet speeds, or lack of vernacular support. This can make online shopping more confusing than convenient for a significant segment of the population.

6. Return Hassles and Customer Support Woes

Returns and exchanges, though promised to be easy, can be cumbersome. Packing, shipping, long waits for refunds, and inconsistent customer support all contribute to a sense of helplessness when things go wrong118. For many, the lack of a human touch-someone to advise, reassure, or resolve problems-remains a key drawback.

7. Security and Privacy Concerns

With the rise of cyber fraud and data breaches, shoppers are wary of sharing personal and financial information online. Even as payment methods like UPI and cash-on-delivery grow, concerns about security and privacy persist, especially among new users.

8. One Size Fits None: The Need for Localization

India is not a monolith-shopping habits, preferences, and pain points change every 100 kilometers. Urban shoppers want speed and premium brands; smaller towns prioritize deals and access to products unavailable locally. Yet, many platforms still offer a generic experience, missing the opportunity to connect with diverse needs and aspirations56.

“A human-centred approach, coupled with localised strategies and inclusivity, is crucial for success. It’s about connecting with each customer on a personal level, celebrating the rich tapestry of our cultures, and innovating every step of the way.”

• Prateek Sinha, PwC India5

The Way Forward

Online shopping in India is at a crossroads. The next wave of growth will come not from more products or faster delivery alone, but from making the experience more human, inclusive, and inspiring. This means:

Smarter recommendation engines that encourage discovery, not just repetition.

• Stronger quality controls and transparent reviews to build trust.
• Localized interfaces and vernacular support to bridge the digital divide.
• Seamless returns, responsive support, and a touch of empathy.
• Innovations like digital avatars and AI-powered styling (as seen with Glance AI) that help shoppers see themselves-and their aspirations-reflected online.

For India’s diverse and dynamic shoppers, online shopping should be more than just a transaction. It’s time to move beyond the scroll and rediscover the joy of finding something new, delightful, and truly personal