Navigating the Digital Marketplace: Understanding the E-Commerce Adoption Journey of Emergent Users in India

DOI

Despite rapid mobile and Internet penetration in India, e-commerce adoption remains slow among emergent users. In this paper, we conduct a mixed-method study involving a two-phase user study and an analysis of app reviews posted on app stores. The findings reveal that emergent users often replicate offline shopping behaviours in digital contexts, struggle with product search and filtering, and prefer cash-on-delivery due to distrust in online payments. Many users misinterpret rating systems and lack confidence in post-purchase processes, further deterring adoption. Our research underscores the need for intuitive design, clearer communication of platform features, and trust-building mechanisms to enhance user engagement with e-commerce. We propose design recommendations to make e-commerce platforms more accessible, addressing the specific needs of this user group.