Gen Z leads ecommerce adoption as tier 2 and beyond cities show significant growth
Meesho has released the first edition of its ‘Smart Shopper Report’, providing an analysis of online shopping trends in the first half of 2024. This report highlights the shifting habits and preferences of mass consumers, who now represent 80 per cent of India’s online shoppers.
Over the past nine years, Meesho has played a role in bringing millions of first-time ecommerce users online, particularly in smaller towns. With approximately 80 per cent of its 150 million annual customers coming from tier 2 and beyond locations, the platform serves a diverse user base, reaching areas such as Bhilai, Imphal, Jalandhar, Jhunjhunu and Nellore. The ‘Smart Shopper Report’ offers detailed insights into these users’ preferences, showcasing key trends shaping mass consumer behaviour in India.
The report reveals that Gen Z, with one in every three users under the age of 25, is the fastest-growing demographic in ecommerce adoption. Uttar Pradesh and Bihar are leading in ecommerce user growth, demonstrating significant potential in these states. Users from tier 4+ cities emerge as the most frequent shoppers, with particular interest in women’s fashion, footwear and baby care products.
Language preferences are also evolving, with a 162 per cent increase in vernacular language use and a 40 per cent rise in voice search, reflecting a growing preference for regional languages and user-friendly features. More than 80 per cent of Indian online shoppers now come from tier 2 and beyond cities, such as Ambur, Rourkela, Sangli and Zirakpur.
The Meesho app has been downloaded over 200 million times in 2024, averaging 1 million downloads per day.
The home and kitchen category is seeing increased attention, with 10 per cent of customer spending dedicated to it, led by trends in wall art and planters. Additionally, tier 2+ cities have outpaced tier 1 cities in purchasing electronic accessories, with products like Bluetooth headphones and smart speakers in high demand.
Men’s grooming is on the rise, with products like beard care essentials and grooming kits becoming increasingly popular. The growing interest in content creation has made items like selfie sticks and ring lights top sellers in the electronics category. Convenience in traditional wear is also trending, with over 1 million saree shapers and 60,000 ready-to-wear sarees sold in the first half of 2024. Finally, consumers are prioritising self-care at home, leading to significant purchases of beauty products like face packs and facial kits.
