Indian Teens’ Buying Behaviour towards E-Commerce

Ruchika Dawar, Sonika Siwach and Sapna Sehrawat

Chapter 15 in Market Dynamics and Strategies in a Post-Crisis World:Navigating a World in Flux, 2025, pp 183-199 from World Scientific Publishing Co. Pte. Ltd.

Abstract: E-commerce in India has been experiencing remarkable growth, successfully changing the way people transact. The pandemic has accelerated the shift towards a more digital world and triggered changes in online shopping behaviours that are likely to have lasting effects. Social media has become integral to the teen market’s online shopping experience. Food and clothing are the primary sources of expenditure among teenagers, followed by health and personal care for girls and video games for boys. Of the adolescent spending, 42% is directed to social uses, such as food, video games, music, movies, events, or books; 38% to clothing, accessories, or shoes; and 15% to beauty and personal care. The research was conducted to study the factors that affected teenagers’ online shopping. This objective led to the formation of a questionnaire which focuses on collecting information on the current e-commerce trends of Indian teenagers. The study was conducted online, involving those in the age group ranging from 13 to 19 years over a period spanning two weeks. The study focuses on determining gaps in the Indian market for teenagers in order to cater to them in a better way.

Keywords: Marketing; Consumer Behaviour; Crisis Response; Post-Crisis Management; Flexibility; Agile; Leadership; Business; COVID-19 (search for similar items in EconPapers)
JEL-codes: M1 M3 M30 M31 (search for similar items in EconPapers)
Date: 2025
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