Digital-first consumer behaviour has evolved from novelty to necessity, reshaping how people interact with markets worldwide. Rising smartphone ownership, cheaper data plans, and improved broadband infrastructure have shifted consumption from store-led experiences to platform-led ecosystems. In 2021, 2.3 billion people shopped online globally, and e-commerce sales in 43 economies reached nearly $27 trillion in 2022, illustrating how digital access and convenience define modern consumer behaviour.
Global platforms now guide brand discovery, comparison, and choice through personalized feeds and recommendation engines that reduce search effort. Digital payments, integrated directly into apps and websites, further normalize online shopping by removing friction at checkout and accelerating purchase cycles. UNCTAD highlights that digitalization offers consumers access, convenience, lower prices and more choices, indicating that digital methods are no longer optional but expected in many markets.
Beyond product buying, digital channels influence services, finance, travel, and entertainment — expanding the range of online consumption. Consumers now expect instant order tracking, AI-assisted support, and transparent pricing, while social platforms increasingly act as discovery and purchase launchpads. This reflects a behavior shift where digital trust signals — like user reviews, creator recommendations, and platform ratings — weigh as heavily as traditional marketing.
In India, digital consumer behaviour has advanced rapidly, with digital payments and mobile commerce becoming central to everyday transactions. In India’s top cities, 74% of retail transactions are now made digitally using UPI, cards, and digital wallets, compared to 45 % two years ago — a clear sign of behavioural change toward digital-first spending. Smartphones and UPI have made digital payments habitual, not just in urban centres but increasingly in smaller towns and retail outlets, reflecting broader adoption across income groups and regions. Indian e-commerce continues to grow strongly, with around 969 million internet subscribers and rising mobile adoption, helping cement digital consumption as a norm rather than an exception.
The evolution of digital-first behaviour shows that consumers now expect seamless, fast, and personalized digital experiences across purchase, payment, and service. As infrastructure, trust frameworks, and digital skills expand, consumer behaviour will continue shifting toward ever deeper and broader digital engagement globally.
SOURCES:
- https://unctad.org/news/making-e-commerce-and-digital-economy-work-all
- https://www.mediainfoline.com/techno/74-of-retail-spends-in-top-cities-are-digital-signalling-a-shift-in-how-india-pays-neogrowth-study
- https://www.forbes.com/councils/forbesbusinessdevelopmentcouncil/2024/03/15/the-rise-of-consumer-centric-digital-first-strategies/