Consumer-Centric Challenges in Indian E-Commerce: A Study on Online Shopping Preferences and Constraints

Abstract The Indian e-commerce landscape has transformed rapidly over the past decade, driven by technological advancements and evolving consumer behavior. Despite this growth, a range of consumer-centric challenges persists, affecting the overall satisfaction and trust of online shoppers. This study aimed to identify and analyze the key preferences, motivations, and constraints influencing consumer behavior in the Indian online retail space. Utilizing secondary data from government reports, industry publications, and academic literature, most studies on Indian e-commerce have focused primarily on platform performance, technological trends, and logistics efficiency. There is a noticeable lack of comprehensive research that specifically explores consumer’s perspective, particularly the psychological, behavioral, and regional constraints faced by diverse consumer segments. This study addresses this gap by focusing on the lived experiences and evolving expectations of Indian online shoppers and reveals that while convenience and competitive pricing are major drivers, concerns over data privacy, product quality, and after-sales service remain significant barriers. Furthermore, regional disparities in infrastructure and digital literacy contribute to uneven access and satisfaction levels. This study concludes with strategic recommendations for e-commerce platforms to enhance consumer experience, build trust, and cater to India's diverse market segments. This study evaluates factors such as trust in platforms, product authenticity, return and refund policies, digital payment adoption, delivery reliability, and customer support experience.