Mobiles, which accounted for around 19 per cent of total sales last year, are expected to see their market share drop to roughly 16 per cent
India's online retail market is projected to cross $90 billion in 2026, registering an annual growth of 22-24 per cent, its fastest expansion in five years, driven by everyday consumption categories like grocery rather than mobile phones, Redseer Strategy Consultants said in a report.
According to the analysis, e-commerce gross merchandise value (GMV) expanded roughly 25 per cent year-on-year to about $38 billion in the first half (H1) of 2026, marking its strongest H1 performance in four years.
While online retail accelerated, mobile sales remained flat at 0 per cent growth during the first half and are projected to grow by just 2-3 per cent across the full year due to sharp price increases curbing sales volumes.
Consequently, the grocery segment is poised to overtake mobile phones as the second-largest category in Indian ecommerce, behind fashion.