Indian e-commerce pivots from search to scroll as discovery-led shopping reshapes $250B market

Deloitte flags a shift from intent-led search to scroll-led discovery, with Myntra, Ajio, Nykaa, Swiggy and BigBasket leaning into recommendation feeds and creator content. 28% of shoppers discover via creators; 44% make instant buys on quick commerce as the market triples to $250B by 2030.

— Source publishedThu, 28 May, 2026, 09:24 IST·First seen Thu, 28 May, 2026, 10:27 IST·Source ET Brand Equity

What happened

Deloitte report and industry execs flag a shift in Indian e-commerce from intent-led search to discovery/scroll-led browsing, with platforms like Ajio, Nykaa,

Key facts

  • $90 billion in 2025
  • $250 billion by 2030
  • 28% discover via creators
  • 77% Tier-1/2 impulse buyers
  • 44% instant purchases on QC
  • 4.8 million daily QC orders
  • 80+ cities

Why this matters

Scout bolt-on targets in creator commerce tooling, short-video shoppable tech, and QC-adjacent fulfillment to plug discovery and instant-buy gaps before incumbents lock in exclusivity.