Author: Khushi, Uttaranchal University, Law College Dehradun

As the world becomes more connected and technology keeps growing, it’s getting harder for people to avoid falling into the trap of buying more than they need. This article looks at how online shopping apps affect people emotionally, especially young users and how this growing culture of online shopping is changing the way we live and think as a society.

This study mainly delves into how e- commerce or online shopping has increased the way people consume things and what factors or forces play a role in it and also how it just not affects an individual but its impact on society or the community we live in. It also explores deeply into the psychological intricacies of one's mind which affects their behaviour pattern compelling them to consume and blurring the line between want and need.

This article looks at how online shopping has made people buy more things and what causes this to happen. It also talks about how this doesn’t just affect one person but changes the whole community. The study goes deeper into how our thoughts and feelings compel us to buy stuff, making it hard to differentiate  between what we really need and what we just want.

This study gathered information in two ways: by using surveys and interviews to get direct responses, and by looking at existing books, statistics, and legal papers. This mix helped to get a clear and complete picture of the topic. It was a combination of both quantitative and qualitative methods.

The main findings show that young people shop online mostly because of their emotional aspects, what their friends do and how they are influenced by sales and ads. This affects not just their own shopping habits but also how shopping and the pattern of consumption is changing in society.

This study shows that online shopping is about more than just buying things - it’s connected to how people feel and the habits they form, especially young people. These changes affect not only individuals but also society as a whole. While the focus was on emotions, the research also points to the need for better laws and more awareness to make online shopping safer and fairer. The main idea is that understanding both why people shop and the bigger impact it has can help us improve protections for shoppers in the digital world.

Keywords: 

Online Consumer Behaviour; Youth and E-commerce; Impulse Buying; Digital Consumerism; Psychological Drivers of Shopping; Consumer Protection in India

Online shopping has become a regular part of our lives, especially for people living in cities. With just one touch on our phones, we can get almost anything delivered right to our doorstep. This kind of convenience makes it easy to buy things without thinking twice. As a result, many of us end up buying things we don’t really need, which is slowly increasing the culture of consumerism in India. 

Thanks to growing technology and companies like Jio offering cheap internet, people across India whether in cities or villages are now quite familiar with using smartphones and the internet. Because of this, we’re seeing a lot more online ads and a rise in online shopping. In fact, the e-commerce market in India reached a value of 125 billion U.S. dollars in 2024 (Statista). Apps like Amazon, Flipkart, and Meesho have become really popular, especially among young people like Gen Z and Millennials, who make up the biggest group of online shoppers.

There’s already a lot of information and opinions out there about online shopping, but not many people talk about how it affects us mentally and socially, especially when it comes to young people. This article looks at how online shopping apps affect the way people buy things and interact socially. It includes facts, information from surveys, and experiences from real people, while also paying attention to the psychological aspect of shopping. 

This article looks at two main questions: How people are affected by the growing culture of consumption due to online shopping apps and What makes people, especially young people, spend money on online shopping apps? It’s really important to understand how people’s shopping habits are changing, especially with easy payment options like EMIs now available even for groceries. This can sometimes cause people to go into debt and affect their mental health. If we’re more aware of these habits, it can help us make better financial choices and have better and meaningful discussions on this issue. 

It’s important to understand how these shopping habits are changing and how they affect everyone, not just buyers but also businesses and those who make the rules. By learning more about why people shop this way and what it does to them, we can help everyone make better choices and find a healthier balance with shopping in India. This is important because the way we shop doesn’t just affect our money, it also affects how happy we are, our relationships with others, and how our community develops.

Online shopping and e-commerce apps have really changed the way people view buying things. While many experts have studied how fast online shopping is growing, not many have covered the psychological aspect of it, like how people start buying things on impulse and how it slowly changes the way we behave, especially amongst the youth.

A recent report by NielsenIQ shows that the way people in India shop is changing a lot. More and more people are now buying things like groceries, clothes, electronics, food, and even online classes through apps and websites. The report says that 46% of people use apps like Zepto or Swiggy Instamart for groceries, while 44% shop from a store’s website and 42% use big platforms like Amazon or BigBasket. This shows how easy access and comfort are making online shopping more popular. It also found that many people now buy more than half of their things online. This big change is happening because the internet is cheaper now, more people have smartphones and delivery services are reaching even small towns. Online shopping has now become part of people’s everyday lives, changing how we spend money and what we think we need versus what we actually need. Online shopping in India has grown really fast over the last decade. In 2014, the e-commerce market was worth about $14 billion and by 2024, it reached around $125 billion. If this trend continues, it’s expected to go up to $345 billion by 2030 and even $550 billion by 2035 (Statista). But this growth isn’t just about the numbers, it shows how people’s shopping habits are changing. A report by NielsenIQ found that people are now buying many different things online, like groceries, clothes, electronics and even educational courses. Many prefer using apps from brands or well-known platforms like Amazon, BigBasket or Swiggy Instamart to get what they need. These changes show how online shopping is becoming a big part of daily life in India, not just for convenience but also because it’s starting to shape how we think about spending and what we choose to buy. A big reason why online shopping is growing so fast in India is because more and more people are now using smartphones and the internet in their daily lives. The India Retail and E-Commerce Trends Report 2022 says that by 2021, there were already about 834 million internet users and 750 million smartphone users in the country. Even though this is still less compared to countries like China when you look at the total population, the number is still huge, and it’s growing every year. As people get more used to being online, it's become easier and more natural for them to shop through apps and websites. This has played a big part in the rise of e-commerce across India.

A 2024 report by McKinsey & Company shows that even though the U.S. economy is doing fairly well, people are actually buying fewer items when they shop. They’re going to stores more often, but putting fewer things in their baskets each time. This drop in the number of items bought, especially in categories like groceries, personal care and household goods, is mostly because prices have gone up and people are more careful with how they spend. Younger shoppers, like Gen Z, are still going out to shop more frequently, but they’re also cutting back on how much they buy per visit. While the study is focused on U.S. consumers, it’s still useful in understanding wider trends. In India too, many people are becoming more price-conscious and trying to save money where they can. Like in the U.S., Indian shoppers are moving towards online stores and budget-friendly options, especially with the rising cost of living. So even though the article is based on the American market, it helps us understand how consumers across the world, including in India, are changing how they shop after the pandemic.

To understand how urban Indian youth engage with consumerism, many researchers have looked at how modern life and culture influence their buying habits. For example, Mathur (2014) explains that young people in cities come from different backgrounds and still have strong connections with their families. She points out that there are different groups of young consumers, some are wealthy and buy premium brands, while others are more careful and look for good value. Even though many young people enjoy shopping and material things, they often feel unsure about being too focused on buying stuff. They want their purchases to have meaning and to reflect who they are. Mathur’s work shows how modern life, consumer habits and personal identity all mix together to shape how young people in India live and see themselves. 

Most research so far has looked at the backgrounds and cultural influences of young people in Indian cities, but not enough attention has been given to why they make the consumer choices they do. We don’t know much about how things like peer pressure, social media and personal reasons affect the way they use shopping apps or shop in general. This study wants to explore these psychological and behavioral sides to better understand what really drives young people’s consumer habits in India today.

To understand how young people engage with online shopping and how peer pressure and social media affect their buying habits, this study used a mix of both quantitative and qualitative methods. The aim was to look at not just how often young adults shop online, but also why they do it and what influences their decisions.

The study focused on people between 18 and 24 years old, mostly undergraduate students from urban and semi-urban areas. A total of 32 participants took part. This age group was chosen because they are the most active online and are familiar with using shopping apps and social media.

The first part of the study involved a Google Form survey. It had 15 questions, most of them multiple-choice for easy responses, and two open-ended ones where participants could share their thoughts in their own words. These questions asked about how often they shop online, whether they buy things on impulse, and if they feel influenced by friends or trends they see online. The answers were collected and turned into pie charts and graphs to clearly show common patterns.

To understand these patterns better, short interviews were also conducted with some participants. These were simple one-on-one conversations, each lasting around 15 minutes. The interviews helped explore the reasons behind online shopping decisions, especially around impulsive buying, peer pressure and how social media plays a role. Many participants opened up about buying things just to keep up with what others were doing or because of what they saw on apps like Instagram.

Before taking part, everyone was informed about what the study was for. Participation was completely voluntary and all answers were kept private. No names or personal details were shared and responses were used only for research purposes. The survey data helped show overall trends, while the interviews added real voices and experiences. Together, these two methods gave a more complete and honest picture of how young people in India are shaping and being shaped by today’s fast-moving world of online shopping and digital influence. Using both surveys and interviews helped give a clearer picture of how and why young people shop online. Many students said they shop to keep up with friends and trends. This shows shopping is about feelings, fitting in and how they see themselves today.

This part shares what came out of the Google Form filled by 32 students, along with interviews from 2 of them. The survey gave a clear picture of their shopping habits, while the interviews helped explain the feelings and thoughts behind why they shop online.

When students were asked how often they feel like checking shopping apps even when they don’t really need anything, most said it happens quite a bit. About 32% said it happens sometimes, and 26% said it often. Around 19% said they feel the urge very often, while fewer students said it happens rarely (10%) or never (13%). This shows that for many, opening shopping apps has become a regular habit, not just something they do when they need to buy something.

Most students said they feel excited after shopping online, with around 42% choosing that option. Only a few (3.2%) said they feel anxious afterward. This shows that online shopping usually makes students feel good, and very few feel worried or stressed about it later.

When asked if discounts and flash sales affect their buying decisions, more than half of the students said somewhat or a little, they think these deals do influence them sometimes. Around 10% said no, they don’t believe sales really change what they buy. This shows that many students know that discounts can nudge them to buy, even if it’s just a little bit.

When asked if they spend more since using online shopping apps, almost 4 out of 10 students said yes, a little more. But about 1 in 8 said they actually spend less now. So, while many are buying more, some are being more careful with their money.

When asked how often they shop online using mobile apps, almost half (48.4%) said they shop about once a month. Around a quarter (25.8%) said they shop rarely and about one in five (19.4%) said they shop every week. Only a few people (3.2%) said they shop daily, and the same number said they never shop online. This means most students shop online now and then, but not too often.

The survey showed us the overall shopping habits, but the interviews helped us understand why people shop the way they do. For example, one student talked about being careful with online shopping because they worry about the quality and whether they can trust the products. They said, “If I don’t trust the products online, then it’s not really worth buying them. I do like having online shopping as a backup option, but right now, I’m trying to buy less and focus on buying things locally.”

Another student said they really depend on Amazon because the local stores near them often don’t have what they need. They shared, “I can’t find things like supplements, household stuff, or clothes that fit where I live. But when I travel to other places, it’s easier to find these things.”

The first person I talked to lives in the urban area and said they don’t really like buying online much. They try to buy less and support local shops instead. But the second person is from a smaller town or rural area and said they have to shop online frequently because local stores often don’t have what they need. This shows how where someone lives can really change how they shop and feel about buying online.

In short, the results show that many students use online shopping apps regularly and often feel the urge to check them even when they don’t need anything. Most feel happy after shopping, but some are careful because they are sceptical about the quality of products and prefer buying from local shops when they can. The difference between students from cities and those from smaller towns or rural areas shows how where people live affects how and why they shop online. Overall, these findings tell us that young people’s online shopping is influenced by convenience, friends, and their own feelings, so it’s important to understand both what they do and why they do it.

This study aimed to look into the psychological aspect which influences the habits that drive young people in India, especially students to shop online. The main goal was to understand why they buy things, how often they shop and how websites and apps affect their choices.

A lot of young people find themselves opening shopping apps even when they don’t actually need to buy anything. For many, checking these apps has become a regular habit, almost like something they do without thinking. Only a few said they rarely or never feel this way. This shows that online shopping isn’t just about buying things, it’s also about browsing, staying updated on trends, or just passing time. It seems like the apps are designed to keep people interested, which makes it easy to get pulled in even when there’s no real need to shop.

Most people feel excited or happy after shopping online. For some, it doesn’t really change how they feel. But a few do feel guilty afterward. This guilt might mean they realize they bought something they didn’t really need and just gave in to a sudden urge. Sometimes, this can happen because of their financial situation or personal reasons, making them more aware of their spending. A small number of people even feel anxious after shopping, showing that buying online can bring up different feelings for different people.

A lot of students said that discounts and flash sales do affect what they buy, even if just a little. Some even admitted that these offers definitely make them want to shop more. A few weren’t totally sure if it changed their decisions, and only a small number said that sales don’t matter to them at all. This shows that for most young people, seeing a sale or discount can give that extra push to make a purchase – even when they didn’t really plan to buy anything in the first place.

The NielsenIQ report shows that online shopping in India is growing fast and people now buy a lot of things online because it’s easy and convenient. My study agrees with this but looks at it from a different angle. Instead of just talking about the frequency as to how much people shop, it focuses on why young students shop online -like how they feel, if they’re influenced by friends or social media, and how offers and sales affect them. Big reports like NielsenIQ talk about the bigger picture, but this study fills the gap by showing the personal and emotional reasons behind online shopping.

Even though the McKinsey report talks about people in the U.S., it still helps us understand what's happening in India too. Just like in the U.S., young people here are also trying to save money. They're shopping online more and thinking twice before buying things. My findings show the same thing, students feel tempted by discounts and trends, but many are also becoming more aware of how much they spend. So even though the places are different, the way people are shopping is changing in similar ways.

This study shows that online shopping is a big part of young people’s lives in India, especially for students. Many don’t just buy things because they need them, they also shop because of habits, feelings and what their friends do. This means how people shop in India is changing fast, with apps and websites playing a big role. For businesses, this means that sales, discounts and app notifications really influence what young people buy. So, companies can use these to attract shoppers, but they should also be careful not to encourage people to spend too much or shop without thinking. For students, online shopping is easy and helpful, but it can also lead to spending money they don’t really have or feeling guilty afterward. This shows it’s important for young shoppers to be more careful and think before they buy. Overall, online shopping is shaping how young people in India buy things, how companies sell them and how students manage their money.

This study helps us learn about how young people shop online, but there are a few things to keep in mind. The number of people who took part was small, so the results might not show what all young adults in India think or do. Most of the participants were students from cities or nearby towns, so we didn’t get to hear from people living in villages or very different places.

Even though this article mostly looks at the emotional aspect and habits behind why young people shop online, I think it’s also important to keep in mind the legal protections that help keep consumers safe. After all, to really understand why people shop the way they do, we also need to know what rights they have. In the important case of Trimex International FZE Ltd. vs. Vedanta Aluminium Ltd., the Supreme Court highlighted how sellers must be honest and clear with buyers, making sure they’re not misled by confusing or tricky offers. This rule matters even more now, with so many online apps using flashy deals and pushy tactics to make people buy things quickly. Knowing both how emotions affect shopping and what legal rights protect buyers can really help young people shop more carefully and confidently online.

The case of Indian Medical Association v. V.P. Shantha helped make it clear that anyone using a service-like going to a doctor is also a consumer and deserves to be protected. It highlighted that people have the right to know exactly what they’re getting and to stay safe from any harm. While the case was about medical services, the same idea fits perfectly with online shopping today. Shopping apps often use clever tricks like flashy ads or time-limited offers that can push people into buying without thinking. This case reminds us that businesses should be honest and clear, making sure people aren’t misled while shopping online.

 Adding the legal angle gave my research some extra depth, but it's also important to honestly look at where my study did well and where it may have fallen short. Now, since the information came from what people said about themselves, some answers might not be 100% accurate, sometimes people forget details or answer in ways that make them look better. This study mostly looked at how friends and feelings affect online shopping, but there are other things like family, money, or culture that weren’t studied here. Even with these limits, the study gives a good first look at how young people shop online. Future studies with more people and from different areas can help us understand this better.

In short, this study helps us understand how young people shop online and what forces influence them, like friends and social media. Even though the research has some limits, it still gives a clear view of the main ideas. With that, and wrapping things up, we can move to the conclusions of the study.

This study shows that online shopping in India isn’t just about buying things anymore, especially for young students. It’s become something embedded in how they feel, who they are, and the instant gratification they get from it. 

This study shows us more than just how people shop-it tells us something about how young people live and connect today. Shopping online isn’t just about buying things anymore; it’s also about trying to fit in, follow trends and feel part of a group. Social media and the internet have a big say in what people want and how they feel about themselves. This means shopping can sometimes bring pressure and stress, not just happiness. Knowing this helps us understand that young people might need support to make better choices and not get overwhelmed by what they see online.

Colleges can play a big role by running workshops that teach students how to manage their money and shop wisely online. Shopping apps can also help by adding things like reducing unnecessary notifications and people can also turn off unnecessary notifications to reduce their app usage. Students can also keep a simple record or track of what they buy online to understand their habits better. These easy steps can help students shop smarter and feel more in control of their spending.

In the future, there are great avenues to research and study about how online shopping affects students’ mental health and stress levels over time. It would also help to understand how social media influencers affect what young people buy. Looking at how family and friends affect students’ shopping choices could give us more ideas. New trends like live shopping or trying things on virtually are worth exploring too. Lastly, comparing how students in cities and rural areas shop online can show us different experiences across India. These studies can help find better ways to support smarter and healthier shopping habits.

In today’s world, where there are so many choices and distractions, real freedom comes from understanding what really matters. It’s about being aware of the choices we make, avoiding quick urges to buy things, and being happy with what we already have. That’s how we can take charge of our lives instead of letting our habits take over.

1. Nandita Mathur, Modernity, Consumer Culture and Construction of Urban Youth Identity in India: A Disembedding Perspective, in Consumer Culture, Modernity and Identity 89–121 (Nandita Mathur ed., SAGE Publ. 2014)

2. NielsenIQ. Boost Your E-Commerce Growth in India. Infographic. September 18, 2023.https://nielseniq.com/global/en/insights/infographic/2023/boost-your-e-commerce-growth-in-india/

3. Statista, E-commerce Market Size in India from 2014 to 2027, https://www.statista.com/statistics/792047/india-e-commerce-market-size/

4. McKinsey & Company, Consumers: Spending More to Buy Less, https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/consumers-spending-more-to-buy-less.

5. Trimex Int’l FZE Ltd. v. Vedanta Aluminium Ltd., (2010) 3 SCC 1 (India) (discussing contract formation through email and implications in e-commerce context)

6. Indian Medical Ass’n v. V.P. Shantha, AIR 1996 SC 550 (India)