Gen Z consumers, rapid quick commerce growth and rising creator influence to reshape online retail, says Google–Deloitte report
India’s ecommerce market is projected to reach USD 250 billion by 2030, nearly tripling from about USD 90 billion today, according to a joint report by Google and Deloitte said on Tuesday. The report highlights a structural shift in online consumption, with shoppers moving away from linear search-led purchases to a continuous cycle driven by discovery, validation and faster fulfilment.
Growth will be led by Gen Z consumers, with the 220-million cohort expected to contribute 45 per cent of total online spending by the end of the decade. The expansion will be further supported by 150 million new users entering the digital economy and a rise in per capita spending.
The influence of digital creators is also set to deepen, with the report estimating they could shape 30 per cent of retail spending. Their role is expected to be particularly significant in tier 2 and smaller markets, where they are likely to onboard millions of first-time online buyers.
Quick commerce is emerging as a major growth engine, projected to scale into a $50 billion segment. The model is rapidly diversifying beyond grocery and food delivery into categories such as fashion, beauty and electronics, which could together account for nearly half of total spends.
Artificial intelligence is becoming central to this transformation, enabling more personalised shopping journeys and improving operational efficiency across platforms. Reflecting this, Google has introduced new shopping capabilities within its Gemini app and enhanced its AI-led search experience in India.
Anand Ramanathan, Partner and Consumer Industry Leader, South Asia, Deloitte, said, “India’s ecommerce landscape is entering a structurally different phase, moving from mass marketing to an era of algorithmic intimacy, where demand is not just predicted but synthesised in real time. A new cohort of digital-first consumers, led by Gen Z, is driving this shift, valuing authenticity alongside speed and relevance.”
The report also flags the rapid rise of live commerce, which is expected to grow into a USD 8 billion market, driven by higher engagement among younger consumers. At the same time, non-metro regions are set to contribute an increasing share of demand, with tier 2+ cities expected to account for nearly 30 per cent of quick commerce adoption.
It adds that AI-led personalisation and immersive technologies such as virtual try-ons are reshaping buying behaviour, with consumers increasingly seeking seamless experiences across online and offline channels.
