Content creators, communities influence over 11% of online purchases in India: Admitad

New Delhi: Content, creator-led recommendations and online communities are becoming a stronger part of India’s e-commerce purchase journey, according to a new analysis by Admitad. The platform analysed more than 3 million online orders made between 2025 and 2026. It found that India’s online shopping market recorded a 16 per cent year-on-year increase in orders between January and May 2026, while gross merchandise value rose 18 per cent. While the larger e-commerce market continued to grow, Admitad’s data points to a shift in how consumers are being influenced before making a purchase. Articles, videos, reviews and comparison-led content on websites and online media accounted for more than 20 per cent of total online purchases, according to the analysis. More than 11 per cent of customers made buying decisions after being influenced by content creators or social media communities. The numbers suggest that content is no longer functioning only as an awareness tool for brands. It is increasingly becoming a measurable business channel, particularly for categories where consumers compare products, look for recommendations and rely on peer-led signals before buying. Affiliate stores, which aggregate products and deals into curated feeds for shoppers, attracted 22 per cent of customers, making them one of the most influential conversion points in the purchase journey. Cashback offers drove 15 per cent of buying decisions, while promo codes and coupons influenced another 10 per cent. Advertisements in mobile apps accounted for over 8 per cent of sales. The data shows that financial incentives remain important in Indian e-commerce, but content-led discovery and community influence are now playing a larger role in moving consumers from interest to purchase. India’s online shopping behaviour also became more mobile-led during the period. The share of purchases made through mobile phones rose from 45 per cent to 49 per cent, meaning almost half of online store orders in India are now made via mobile devices. The average order value also increased from $32 to $35, indicating that consumers are not only buying more frequently online but also spending more per purchase. Marketplaces continued to dominate the shopping landscape, accounting for more than 71 per cent of all transactions in India. Fashion led product categories with a 24 per cent share, followed by home goods at 21 per cent and electronics at 16 per cent. Beauty and self-care, and toys and hobbies accounted for 7 per cent each. Automobiles, parts and accessories contributed 5 per cent, while sports and entertainment accounted for 4 per cent. Travel is also emerging as a contributor to online shopping in India, making up more than 6 per cent of total purchases. This includes plane tickets, hotel reservations and car rentals. Online services, including online education, ticket services and mobile services, accounted for more than 7 per cent of purchases. Among fast-growing categories, mobile services recorded the highest year-on-year growth at 35 per cent in the first five months of 2026. Furniture and home furnishings grew 19 per cent, while online sales of electronics increased 18 per cent. The growth is also benefiting publishers. Admitad said publisher revenue grew 15 per cent between January and May 2026 compared with the same period last year. Neha Kulwal, Managing Director, APAC, MITGO, said, “Affiliate marketing seems to be gaining traction as an important growth platform for brands in India. In 2026, the percentage increase of brands using affiliate marketing in their customer acquisition strategy was seen to have increased by 7%, highlighting the general realisation that performance-orientated marketing generates clear and predictable results.”