E-commerce Websites Outpace Mobile Apps For Product Discovery In India

The Bottom Line

•Consumers are increasingly using websites rather than apps for product discovery in India.
•E-retailers should prioritize web optimization to capture the growing traffic trend.

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[Changing Consumer Behavior]:

India's e-commerce landscape is undergoing a significant shift, with consumers increasingly favoring websites over mobile apps for product discovery. Over the past 12 months, India recorded nearly 58 billion e-commerce website visits, the highest globally, with traffic growing 28% year-on-year. This trend marks a departure from the app-first strategy that dominated the market for several years.

[Sector-Specific Trends]:

This shift is particularly pronounced in the fashion sector. During Q1 2026, global e-commerce websites saw a 53.7% year-on-year growth in visits, while mobile app downloads for fashion platforms grew by only 6.1%. Furthermore, the total time spent on these apps declined by 5.2%, suggesting that users are finding the web interface more efficient for browsing and comparison before making a purchase decision.

[Market Growth Projections]:

Despite the change in discovery platforms, the overall e-retail market remains robust. The Gross Merchandise Value reached $65-$66 billion in 2025, with a growth rate of 19-21%. This momentum continued into Q1 2026, with growth estimated at 23-25%. With the market projected to reach $170-$180 billion by 2030, companies must optimize their web presence to capture the growing traffic while maintaining their app-based conversion funnels.

Pulse Intelligence

^{AI Analysis}

Context & Background

India recorded nearly 58 billion e-commerce website visits in the last 12 months.
Fashion e-commerce website visits grew 53.7% year-on-year in Q1 2026.
E-retail GMV reached $65-$66 billion in 2025, growing at 19-21%.

Key Consequences

E-commerce companies will likely increase investment in web-based user experience and SEO to capture discovery traffic.
Mobile app developers may need to rethink engagement strategies as time spent on apps declines.
The shift could lead to a more balanced omnichannel strategy for major e-retailers.

Market & Economic Impact

The shift in discovery platforms will influence digital marketing budgets and customer acquisition strategies for e-retailers.