E-COMMERCE TRENDS - SNAPSHOT
INDIA
Role of AI in online shopping and digital behaviour
The Ask
To identify emerging consumer trends, behaviours, and unmet needs linked to Gen AI in the e-commerce landscape.
What we delivered
We engaged with leading-edge e-commerce users actively using GenAI tools (such as ChatGPT, Gemini and Perplexity), uncovering how AI is shaping shopping, decision-making, and everyday digital experiences. Unmet needs and friction points across recent shopping journeys spanning categories were also identified.
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We mapped these into a forward-looking framework of Dominant, Emerging, and New trends, inspired by semiotics.
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The study was enriched by expert perspectives, including CXO-level industry leaders, entrepreneurs, and academicians (PhD holders in sociology and anthropology) to ground future opportunities in both cultural and industry foresight.
