Online shopping is not a uniform phenomenon in India, as different regions and cities have different preferences, motivations, and challenges. A recent report by PwC India reveals the similarities and differences in the online shopping behaviour of consumers in the metropolises and tier 1-4 cities. The report, based on a survey of 2,100 people and 100 qualitative interviews, provides insights into how India shops online and what businesses need to know to cater to the diverse and dynamic consumer base.
Apps vs Websites: The Preferred Mode of Shopping
According to the report, 80% of the surveyed respondents prefer using apps to shop online, as they find them more convenient, user-friendly, and secure. Apps also offer more features, such as notifications, discounts, and loyalty programs, which attract and retain customers. However, there are some differences in the app usage across regions and cities. While 85% of the respondents in the metropolises use apps, only 75% of the respondents in the rest of India do so. The report suggests that this could be due to the lower internet penetration and digital literacy in the smaller cities, which make them rely more on websites.
COD vs UPI: The Preferred Mode of Payment
Another difference in the online shopping behaviour of consumers is the preferred mode of payment. While cash on delivery (COD) is still the most popular payment option in India, with 65% of the respondents using it, there is a growing acceptance of UPI payments, especially in the rest of India. The report shows that 55% of the respondents in the rest of India use UPI payments, compared to 45% in the metropolises. The report attributes this to the ease, convenience, and security of UPI payments, as well as the government initiatives to promote digital payments in the rural areas.
Ratings vs Reviews: The Preferred Mode of Decision Making
The report also reveals how consumers make their purchase decisions online, and what factors influence them. The report finds that 70% of the respondents look at the ratings and reviews before shopping, as they trust the feedback and opinions of other customers. However, there are some variations in the importance of ratings and reviews across regions and cities. While 75% of the respondents in the metropolises look at the ratings and reviews, only 65% of the respondents in the rest of India do so. The report explains that this could be due to the higher awareness and exposure of the consumers in the metropolises to the online platforms and products, which make them more discerning and critical.
Social Media vs Word of Mouth: The Preferred Mode of Discovery
The report also explores how consumers discover new products and brands online, and what sources they rely on. The report finds that 60% of the respondents tried new brands after watching them on social media, as they were influenced by the content and recommendations of the influencers and celebrities. However, there are some differences in the role of social media across regions and cities. While 65% of the respondents in the metropolises tried new brands after watching them on social media, only 55% of the respondents in the rest of India did so. The report suggests that this could be due to the lower internet access and social media usage in the smaller cities, which make them depend more on word of mouth and offline sources.
Challenges and Opportunities: The Way Forward
The report also identifies the challenges and opportunities for the online shopping platforms and businesses in India, and provides some recommendations to address them. The report highlights the challenges of infrastructure, logistics, trust, and quality, which affect the online shopping experience and satisfaction of the consumers. The report also highlights the opportunities of personalisation, localisation, innovation, and collaboration, which can enhance the online shopping value proposition and differentiation of the platforms and businesses. The report concludes that online shopping in India is a complex and evolving phenomenon, which requires a deep understanding of the consumer preferences and behaviour across regions and cities.
![gain Rise in Gold Rate in India After Falling Rs 21,200/24K; Will Gold Price Today Jump or Drop on 28 March? By Harshika Yadav Published: Saturday, March 28, 2026, 6:55 [IST] preference Add as a preferred source on Google Gold rates in India witnessed a modest recovery on March 27, 2026, after a sharp fall in the previous session, indicating a cautious stabilisation in the bullion market. The yellow metal had dropped by Rs 212 per gram (or Rs 21,200 per 100 grams) of 24 Karat (24K) earlier, but managed to regain some ground. Gold Price Updates as US-Iran Tensions Ease; Pakistan, Turkiye & Egypt Step Up Mediation Efforts The rise in yellow metal follows easing geopolitical concerns after US President Donald Trump signalled a delay in potential military action against Iran's energy infrastructure by 10 days, pushing the deadline to April 6. This development, along with ongoing diplomatic efforts, has helped support safe-haven demand. gold Rate Today Further adding to market sentiment, Pakistan's Foreign Minister Ishaq Dar confirmed that Islamabad is acting as an intermediary between the United States and Iran, relaying messages as part of efforts to de-escalate tensions. Countries like Türkiye and Egypt are also reportedly supporting the mediation process, offering some relief to global financial markets. Gold Rate in India: Check Latest 22K, 24K & 18K Gold Prices Per Gram 24 Karat Gold Rate Today in India In the 24 Karat segment, at the time of writing, the rate for 1 gram stood at Rs 14,471, rising by Rs 16 from Rs 14,455. For 8 grams, the price increased to Rs 1,15,768, up by Rs 128. The rate for 10 grams climbed to Rs 1,44,710, reflecting a gain of Rs 160, while 100 grams of 24 Karat gold were priced at Rs 14,47,100, marking an increase of Rs 1,600. 22 Karat Gold Rate Today in India The price of one gram of 22K stood at Rs 13,265, gaining Rs 15 from the previous session. For 8 grams, the rate rose to Rs 1,06,120, registering an increase of Rs 120. The cost of 10 grams advanced to Rs 1,32,650, up by Rs 150, while 100 grams were priced at Rs 13,26,500, reflecting a gain of Rs 1,500. 18 Karat Gold Rate Today in India The rate for one gram of 18K stood at Rs 10,853, up by Rs 12. For 8 grams, the price moved up to Rs 86,824, marking a gain of Rs 96. The rate for 10 grams climbed to Rs 1,08,530, increasing by Rs 120, while 100 grams were valued at Rs 10,85,300, reflecting an uptick of Rs 1,200. Latest MCX Gold Price In the domestic futures market, gold on the Multi Commodity Exchange (MCX) held firm above the Rs 1,44,500 level as per latest trading record, supported largely by the weakness in the Indian rupee, which continues to cushion local prices despite global volatility. Latest Spot Gold Rate The rebound in domestic gold rates comes alongside a recovery in international markets, where gold moved above the $4,400 per ounce mark. What Lies Ahead for Gold Prices? Check Gold Rate Prediction Jateen Trivedi, VP - Research Analyst (Commodity and Currency), LKP Securities, said, "Gold remained slightly positive, trading above $4,425 with highs near $4,475, supported by initial optimism around US-Iran talks. However, the sharp rise in crude continues to signal underlying market stress and inflation risks." From a technical perspective, he explained, "Technically, support is seen near Rs 1,42,000, while resistance is placed around Rs 1,46,500. Overall, gold is expected to remain volatile with limited upside unless clarity emerges on inflation and geopolitics."](https://keralanews247.com/wp-content/uploads/2026/03/rupee-and-dollar-scaled-120x86.png)
