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Internet users in India are enthusiastic gamers, but overall penetration is low. India will lead the world in digital gamer growth in 2023. Although its 5.5% growth rate this year will be modest by historic standards, it will still be enough to lead the 13 countries we track. India will also lead in 2024, but growth will be under 4.0% after that.

Consumption is on a roll in India. The nation has the fastest-growing major economy in the world and a young and increasingly wealthy population. To top things off, India overtook China in 2023 as the most populous nation. This positive momentum has led more consumer brands to assess the market opportunity in India.

While there鈥檚 no question that China will remain a hugely important market for the luxury industry, its current economic slump鈥攁nd the government鈥檚 flailing efforts to restore confidence鈥攚ill weigh heavily on demand for some time, pushing companies to look for alternative growth opportunities (such as India) and lean on product innovation and marketing to maintain consumers鈥� interest.

Finally, we're in India, where 16% of the population use 11 or more digital services. I think you mentioned in the main section there, Jason. This is ahead of everyone else around the world. That 16% obviously likely has some pretty good disposable income. And given the price of digital services in India, it's no surprise that they subscribe and use so many. (22:31):.

The survey was conducted in July 2024 across nearly 6,000 respondents from the US, Canada, India, Brazil, Mexico, the UK, France, Italy, Germany, Spain, Australia, and Japan. Coupons over email: Other studies largely support the GetApp findings.

India will leapfrog Germany in the digital sales rankings this year, and Indonesia is also surging. The top five countries for total ecommerce sales have not changed in a while, but the bottom half of the top 10 tends to fluctuate. This year, India will move one spot up and Indonesia will leap two spots to No. 8.

But the US significantly trails behind other markets: 92% of marketers in India said they use the tech, followed by 79% in Australia and 78% in Germany. The gamble: While advertisers are eager for more AI-powered features, similar offerings from competitors have drawn critiques. And TikTok鈥檚 uncertain legal status also looms large over advertising changes.

Among Emerging Markets, Latin America and India Have Arrived. For years, we have pointed to Latin America and India (and sometimes Southeast Asia) as the future. As of 2023, the future will have arrived. India is set to break into the top 10 in global ad spending, and Brazil is already ninth.

Live shopping faces an uncertain future in India and Japan. More than 61% of digital buyers in India said they are interested in live shopping if the featured products interest them (in part because of its capability to enable communication and possibly bargain with sellers), according to a recent survey by social media platform LocalCircles.

For those with a global approach, look to India, Indonesia, Mexico, and Brazil. These are the four emerging markets with significant scale that will also grow by double digits this year. Over the long term, India remains the most promising. For those seeking a regional strategy, favor Southeast Asia over Latin America.

CAIT鈥攁longside Praveen Khandelwal, a lawmaker from the ruling Bharatiya Janata Party鈥攊s calling for the government to suspend Amazon鈥檚 and Flipkart鈥檚 ecommerce operations in India, which would be a blow to the overseas ambitions of both Amazon and Walmart. Looking ahead: India is hugely important for digital marketplaces as they try to gain an early advantage in the country鈥檚 nascent ecommerce market.

The UPI reached a record 7.829 billion payments in December alone totaling INR 12.82 trillion ($163.1 billion), up 71% year over year (YoY), per the National Payments Corporation of India. Right now, only debit cards and select credit cards powered by RuPay can use the UPI.

Only India and a handful of emerging countries in Southeast Asia will show positive Facebook user growth in 2023. Even with 1.5% growth In India this year, Facebook鈥檚 penetration among social users in the country will decline from 72.2% in 2022 to 69.9% in 2023. New social users are joining platforms like Instagram and Snapchat in greater numbers than Facebook. (TikTok is currently banned in India.).

India is slowly climbing the list, and Brazil and Indonesia are jockeying for 10th place. Besides those standouts, the story has not changed much in recent years鈥攁nd won鈥檛 change much going forward. Our country-level forecasts now cover 97.6% of global ecommerce sales.