India’s online smartphone and laptop sales lose share as price hikes curb entry-level demand
E-commerce’s smartphone share fell to 41.9% in H1 2026 from 46.5% a year earlier, while laptop online share slipped to 30% from 32%. Fewer discounts, higher device prices and offline EMI financing are pushing value-conscious shoppers back to stores.
What happened
Croma (Infiniti Retail) · India’s ecommerce share in smartphones and laptops declined as price hikes, weaker entry-level demand and fewer online discounts
Key facts
- Ecommerce share of smartphone sales fell to 41.9% in H1 2026 from 46.5% a year earlier
- Online share of laptop sales declined to 30% from 32%
- Online smartphone shipments dropped 19.8% year-on-year in Q2 2026
- Offline smartphone shipments declined 3.6%; overall smartphone shipments fell 11%
- January-June smartphone shipments fell 8%, the lowest first-half volume in five years
- Smartphone and laptop prices increased up to 35-40% in 2026
- Consumer laptop shipments rose 6.6% year-on-year in Q2
- Online TV sales contribution rose to 39% from 36% in Q2
- TV market contracted 8% year-on-year; smart-TV prices rose up to 10%
Why this matters
Prioritize partnerships or acquisitions that strengthen offline distribution, EMI financing, and omnichannel fulfillment in India’s value-device market.
What to watch
- Festival-season online discount depth versus last year, including bank-funded no-cost EMI and exchange offers.
- Average selling price inflation in smartphones and laptops, especially sub-₹15,000 phones and entry notebooks.
- Offline EMI approval rates, down-payment requirements and financing penetration at mobile and electronics stores.
- Channel inventory levels and whether brands allocate scarce or newly launched models preferentially to retail chains.
- Store footfall, trade-in volumes and accessory/warranty attachment rates at large-format and multi-brand retailers.
- Marketplace conversion rates and changes in online share after major sale events.
- Shift promotional investment from blanket online discounting toward offline EMI, trade-in and bundle offers targeted at entry and mid-tier buyers.
- Expand omnichannel inventory visibility, reserve-online/pick-up-in-store and store-led delivery to preserve digital demand capture.
- Increase sales incentives for stores on accessories, warranties, setup and financing conversion, where offline economics are strongest.
- Use marketplaces primarily for premium launches, long-tail assortment and lead generation rather than relying on them for mass-market volume.
- Negotiate deeper bank and NBFC partnerships; financing approval rates and monthly-payment affordability will become larger conversion drivers than headline device price.