Women are driving India’s online shopping growth, with 60% actively purchasing online, outpacing men and fuelling digital commerce adoption. According to How India Borrows 2024 – A Study by Home Credit India, women along with millennials and Gen Z are pivotal in shaping the future of ecommerce, aided by the rise of embedded finance solutions that streamline borrowing and enhance the shopping experience.The study also reveals changing consumer behaviour, showing a surge in online shopping to 69 per cent in 2021, a decline to 48 per cent in 2023, and a recovery to 53 per cent in 2024. While in-store shopping has seen a revival, digital commerce continues to dominate, fuelled primarily by women and younger shoppers.Commenting on the findings, Ashish Tiwari, Chief Marketing Officer, Home Credit India said, “The digital shopping landscape in India is being redefined by women, who are not only leading online shopping adoption but also influencing the transformation of embedded finance. Our “How India Borrows 2024” study reveals that women are confidently leveraging digital tools, trusting AI-driven assistance, and embracing smarter borrowing solutions to enhance their shopping experience. At Home Credit India, we recognise this as a pivotal shift, one that highlights the growing financial independence of women and the need for seamless, accessible credit solutions aligned with their evolving aspirations.”Key DemographicsWomen are at the helm of online shopping adoption, with 60 per cent actively making purchases online compared to 52 per cent of men. Younger generations are also spearheading this trend, with 58 per cent of Gen Z and 59 per cent of millennials shopping online, while only 39 per cent of Gen X engaging in digital commerce. Geographically, Tier-2 cities have matched metro areas, both recording a 56 per cent online shopping adoption rate, demonstrating an expanding digital presence across regions.This surge is particularly evident among lower-middle-class consumers in Eastern and Southern cities, with Kolkata (71 per cent), Kochi (66 per cent), Hyderabad (64 per cent) and Chennai (60 per cent) leading the charge, reflecting the growing reach of ecommerce.Embedded FinanceThe study also highlights how embedded finance is reshaping online shopping experiences, particularly for women, by making borrowing more seamless and accelerating purchasing decisions. Half of all borrowers who prefer embedded finance solutions believe they simplify ecommerce transactions. Additionally, EMI cards, preferred by 38 per cent of lower-middle-class women borrowers, offer reliability and faster disbursals, further fuelling the digital shopping boom.Along with this, trust in technology-driven financial solutions is growing. Approximately 30 per cent of respondents, especially women and metro-based borrowers, consider chatbot responses reliable, while 26 per cent trust loan offerings delivered via WhatsApp. This increasing confidence in AI-driven financial tools reflects a broader shift toward digital financial assistance.Bridging Digital Financial Literacy GapAs online shopping, embedded finance and digital lending continue to grow, financial awareness becomes essential in promoting responsible borrowing and preventing debt traps. Notably, one out of every five women has demonstrated an increased willingness to learn about finances, internet banking, loan applications, and digital payments.Empowering women with knowledge of financial planning, budgeting, and credit management enhances their financial security and continues to broader economic progress. Addressing this literacy gap is key to enabling women to take control of their finances and confidently navigate the digital economy.