How e-commerce behaves differently for different consumers in India

Vandana Nath and Anupama Yadav

Ogilvy’s Vandana Nath and Anupama Yadav look at how e-commerce in India is evolving in response to the unique needs and behaviours of the Indian consumer, and the trends that will shape the market.

This article is part of a Spotlight series on on what e-commerce 2.0 means for brands in India.  Read more

India is a highly fragmented and heterogeneous market with diverse and peculiar consumers. But it is this complexity that makes a variety of players interested in servicing the needs of different types of Indian consumers.

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