Indian e-commerce pivots from intent to discovery as doomscrolling enters shopping apps

Deloitte flags a shift from search-led to feed-led commerce on Myntra, Ajio, Nykaa, Swiggy and Amazon. 28% of shoppers discover via creators; 77% of Tier-1/2 buyers make impulse purchases; quick-commerce hits 4.8M daily orders across 80+ cities as platforms chase engagement.

— Source publishedThu, 28 May, 2026, 09:24 IST·First seen Thu, 28 May, 2026, 10:19 IST·Source ET BrandEquity

What happened

Deloitte report and industry execs flag a shift from intent-led shopping to discovery-led browsing on Indian e-commerce apps like Myntra, Ajio, Nykaa, Swiggy,

Key facts

  • $90B 2025 market
  • $250B by 2030
  • 28% discover via creators
  • 77% Tier-1/2 impulse buys
  • 44% instant purchases on QC
  • 4.8M daily QC orders
  • 80+ cities

Why this matters

Scout creator-commerce tooling, short-video shopping stacks, and quick-commerce dark-store operators as bolt-ons before feed-native incumbents lock up the discovery layer.