Women Powering India’s E-Commerce Surge: Home Credit India Study Reveals Key Trends
New Delhi, 3 March 2025: Women are at the forefront of India’s online shopping evolution, with 60% actively making purchases online, outpacing their male counterparts and accelerating the adoption of digital commerce. According to How India Borrows 2024 – A Study by Home Credit India, women, alongside Millennials and Gen Z, are shaping the future of e-commerce, supported by the increasing prevalence of embedded finance solutions that make borrowing faster and simplify the shopping experience.
The study highlights evolving consumer trends, revealing that online shopping surged to 69% in 2021, dropped to 48% in 2023, and rebounded to 53% in 2024. Despite the revival of in-store shopping, digital commerce remains a dominant force, largely driven by women and younger consumers.
Commenting on the findings, Ashish Tiwari, Chief Marketing Officer, Home Credit India, said: “The digital shopping landscape in India is being redefined by women, who are not only leading online shopping adoption but also influencing the transformation of embedded finance. Our “How India Borrows 2024” study reveals that women are confidently leveraging digital tools, trusting AI-driven assistance, and embracing smarter borrowing solutions to enhance their shopping experience. At Home Credit India, we recognise this as a pivotal shift, one that highlights the growing financial independence of women and the need for seamless, accessible credit solutions aligned with their evolving aspirations.”
Key Demographics Driving Online Shopping
Women are at the helm of online shopping adoption, with 60% actively making purchases online compared to 52% of men. Younger generations are also spearheading this trend, with 58% of Gen Z and 59% of Millennials shopping online, while only 39% of Gen X engaging in digital commerce. Geographically, Tier-2 cities have matched metro areas, both recording a 56% online shopping adoption rate, demonstrating an expanding digital presence across regions.
This surge is particularly evident among lower-middle-class consumers in Eastern and Southern cities, with Kolkata (71%), Kochi (66%), Hyderabad (64%) and Chennai (60%) leading the charge, reflecting the growing reach of e-commerce.
Embedded Finance Simplifies E-commerce for Women Shoppers
The study also highlights how embedded finance is reshaping online shopping experiences, particularly for women, by making borrowing more seamless and accelerating purchasing decisions. Half of all borrowers who prefer embedded finance solutions believe they simplify e-commerce transactions. Additionally, EMI cards, preferred by 38% of lower-middle-class women borrowers, offer reliability and faster disbursals, further fuelling the digital shopping boom.
Along with this, trust in technology-driven financial solutions is growing. Approximately 30% of respondents, especially women and metro-based borrowers, consider chatbot responses reliable, while 26% trust loan offerings delivered via WhatsApp. This increasing confidence in AI-driven financial tools reflects a broader shift toward digital financial assistance.
Bridging the Digital Financial Literacy Gap
As online shopping, embedded finance, and digital lending continue to grow, financial awareness becomes essential in promoting responsible borrowing and preventing debt traps. Notably, one out of every five women have demonstrated increased willingness to learn about finances, internet banking, loan applications, and digital payments.
Empowering women with knowledge of financial planning, budgeting, and credit management enhances their financial security and continues to broader economic progress. Addressing this literacy gap is key to enabling women to take control of their finances and confidently navigate the digital economy.
