India's e-commerce market set to reach $250 billion by 2030: Google & Deloitte report
- As per the report, Gen Z is to set command 45% of online spend, driving demand for digital-led discovery and hyper-personalized shopping
- Creators to influence 30% of total retail spend; YouTube onboards Tira to the YouTube Shopping Affiliate Program to further scale creator-led commerce
- Quick Commerce to become a $50 billion powerhouse, with non-food categories driving 45% of spends
- Google launches shopping features in Gemini app and rolls out biggest upgrade to shopping in AI Mode in Search in India
Bengaluru, April 7th, 2026: India’s e-commerce ecosystem is undergoing a fundamental rewire to reach $250 billion by 2030, according to the Google and Deloitte ‘The $250 Billion Commerce Frontier’ report. This expansion—growing from $90 billion today—signifies a shift from an era of infrastructure access to one defined by unified value, where the linear shopping funnel is replaced by an always-on cycle of discovery, validation, and instant gratification.
As per the report, as 150 million new shoppers enter the digital economy and per capita spend doubles, a 220-million-strong cohort of Gen Z consumers is set to command 45% of online spend. This shift mandates a move toward AI-powered shopping experiences. The report identifies four critical forces—Inspired, Intelligent, Instant, and Immersive—which are projected to contribute $100 billion to commerce growth by 2030.
“This is a pivotal moment for Indian commerce driven by a fundamental shift in how India shops. Consumers today demand experiences inspired by storytelling, powered by AI and immersive technologies, and anchored by instant fulfillment. At Google, we are committed to empowering this ecosystem through intelligence and trust. From our virtual try on tool and shopping features in AI Mode and now, Gemini app to creators driving commerce on YouTube, we are streamlining the journey from brainstorming to browsing to final purchase. Central to this evolution is our focus on agentic AI, where we are building tools to benefit both consumers and brands. We are excited to partner with the ecosystem to drive this new standard of commerce, leveraging AI to turn the ‘love for the find’ into a personalized, seamless reality for every consumer.”
- Roma Datta Chobey, Managing Director - Connected Consumer Commerce, Google India
“India’s e-commerce landscape is entering a structurally different phase, moving from mass marketing to an era of algorithmic intimacy, where demand is not just predicted but synthesized in real time. A new cohort of digital-first consumers, led by Gen Z, is driving this shift, valuing authenticity alongside speed and relevance. This is accelerating the rise of generative commerce, where consumers can describe a need and AI curates or even creates solutions
instantly. We are also beginning to see the emergence of curation-as-a-service, with AI-led journeys reshaping discovery, decision-making and fulfilment. For businesses, the opportunity lies in combining intelligent technology, creator
ecosystems and agile supply chains to drive deeper engagement, higher wallet share and sustainable growth.”
- Anand Ramanathan, Partner & Consumer Industry Leader - South Asia, Deloitte
Key forces shaping the next frontier of Indian Commerce
Creators to become trusted engine of commerce
By 2030, creators will influence 30% of total retail spend, with one in ten online purchases directly attributable to a creator storefront. This trust economy will be most potent in Tier 2+ markets, where creators will onboard 60 million first-time buyers online. Driving this momentum, the report states that Live Commerce is set to become an $8 billion sector, powered by Gen Z adoption. This shift transforms social discovery into a high-velocity, experience-led sales engine—most prominently across the Fashion, Beauty, and Electronics categories.
To further turbocharge creator-led commerce, YouTube has onboarded Tira, Reliance Retail’s beauty destination, to the YouTube Shopping Affiliate Program, enabling creators in India to feature premium beauty products directly within their content. By expanding its merchant partners, which include Flipkart, Myntra, Nykaa, and Purplle, and opening access to the program to eligible creators with at least 500 subscribers, YouTube is empowering a new wave of creators to bridging the gap between creator-led inspiration and trusted product discovery.
Quick commerce to scale beyond an urban convenience
As per the report, Quick Commerce is maturing into a $50 billion powerhouse, with a shopper base projected to double to 70 million. Tier 2+ cities will drive 30% of the market as the model scales beyond urban hubs. Non-food categories like Beauty, Fashion, and Electronics will command 45% of total spend by 2030, creating a $10 billion opportunity for vertical specialists. We will see the emergence of hybrid models driven by the partnership between platforms and traditional branded retail. By integrating offline inventory into digital networks, this hybrid model unlocks $20 billion in spending, giving retailers instant digital reach and platforms the high-margin inventory needed for scale.
AI as the force multiplier to drive 30–35% retail profitability boost
AI is set to redefine retail profitability by hyper-personalizing the shopping journey while driving significant operational efficiency. By bridging the gap between browsing and buying, AI is evolving into an expert advisor for India and a trusted companion for shoppers from India.
With new updates across Gemini, AI Mode, and Circle to Search, we’re bringing our most advanced AI tools to help users in India shop with more confidence and less effort. New shopping features in the Gemini app can now help users go from brainstorming to browsing right within their chat, while our biggest upgrade to shopping in AI Mode in Search in India will make shopping more conversational and seamless. More details here.
This front-end ease, matched with AI-driven inventory and logistics, can deliver a high-touch, personalized experience at a profitable scale.
Immersive technologies to drive 20% revenue uplift for retailers
89% of shoppers now seek a fluid journey where a single synchronized cart follows them from their phone to the physical aisle. This unified experience will be powered by immersive technologies that bridge the imagination and information gap, driving significant revenue for retailers. AR and Virtual Try-on features are already powerful drivers for sales: according to the report, 1 in 3 Indian shoppers now prefer virtual trials, with half of those users significantly increasing their online spend. Consequently, as 72% of consumers will pay a premium for tech-enabled expertise, the physical store is being redefined as a high-value experience arena that prioritizes expert advice over mere inventory.
By leveraging the capabilities of AI, immersive technology, and building creator-led communities, India can strategically transform its retail sector. This shift will drive innovation, enhance operational efficiency, and deliver the personalized, seamless experiences needed to meet the evolving demands of modern Indian consumers.
The $250 billion Commerce Frontier report is the result of a comprehensive collaboration between Google and Deloitte, with consumer insights from Kantar. Combining rigorous analysis with deep market insights, the report offers actionable strategies for stakeholders across the Indian commerce ecosystem.
To know more, read the full report here.
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About Google
Google’s mission is to organize the world’s information and make it universally accessible and useful. Through products and platforms like Search, Maps, Gmail, Android, Google Play, Google Cloud, and YouTube, Google plays a meaningful role in the daily lives of billions of people and has become one of the most widely-known companies in the world. Google is a subsidiary of Alphabet Inc.
Media contact
Saumya Prashar
Deloitte Shared Services India LLP
Email: saprashar@deloitte.com
About Deloitte
This press release has been issued by Deloitte Touche Tohmatsu India LLP
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