Indian Consumers Increasingly Adopting AI for Shopping and Quick Commerce

Indian shoppers may be handing over a part of their buying journey to artificial intelligence faster than many brands expected. As many as 92% of surveyed urban Indian shoppers said they had used at least one AI tool while shopping in the past month, according to findings presented at the NIQ Insight Summit India 2026.

The findings highlight the growing role of AI in product discovery, recommendations and purchasing decisions, as India's consumer economy undergoes changes driven by technology, quick commerce and younger shoppers.

The findings were showcased at the NIQ Indis Summit, where more than 200 senior business leaders, consumer insights professionals and decision-makers from Global 100 companies, Indian enterprises and technology organisations were in attendance. The discussions focused on AI, innovation, consumer intelligence and the future of commerce through 2030.

Indian shoppers are warming up to AI

The survey findings presented by NIQ showed that 93% of consumers are interested in using AI-powered tools to help manage household shopping in the future.

Another 87% said they are comfortable receiving AI-powered product recommendations.

The findings suggest that AI is moving beyond experimentation and becoming part of the shopping process for a growing number of consumers.

"The biggest competitor facing businesses in India today isn't another company. It's the speed of change. The winners won't necessarily be the largest, but those who can learn, decide and act faster than the market around them. AI-powered intelligence is part of that edge, but AI alone isn't enough. Sustainable advantage comes from combining trusted intelligence, deep consumer understanding and the ability to turn insight into action at speed," said Daniel Chorbadjian, President, EEMEA & India, NIQ.

Didem Sekerel Erdogan, NIQ EEMEA & India E-Commerce Leader and NIQ (NielsenIQ + GfK) Türkiye General Manager, said India is seeing the convergence of rapid quick-commerce adoption and growing use of AI in shopping.

"What makes India unique is the convergence of two powerful forces: one of the world's fastest-growing quick commerce ecosystems and a consumer base that is rapidly embracing AI as a trusted shopping companion. The question is no longer where we sell, but when and how we intercept consumer intent. As discovery, evaluation and purchase converge into a single AI-guided journey, the new battleground will be recommendation engines, algorithms and the ability to deliver relevance at the exact moment of intent. For brands and retailers in India, the opportunity is immense, but so is the need to prepare for a future where AI increasingly shapes what consumers see, choose and buy," she said.

The summit also examined the emergence of agentic commerce, where AI systems move beyond providing recommendations and increasingly assist consumers with product discovery, evaluation and purchasing decisions.

NIQ said AI-powered shopping is becoming part of a broader shift in commerce, with e-commerce, quick commerce and personalised shopping experiences developing alongside advances in artificial intelligence.

Quick commerce becomes part of everyday shopping

The summit also highlighted the growing adoption of quick commerce in India.

According to NIQ, 82% of urban Indian consumers said they use quick-commerce services, while 65% said they are willing to pay a premium for delivery within 30 minutes.

India's e-commerce market is projected to reach $345 billion by 2030, with growth around 2.5 times faster than global e-commerce growth rates, according to the insights by NIQ.

"With e-commerce growing significantly faster than the global market and quick commerce becoming part of everyday life, India has become one of the most important laboratories for the future of commerce. The lessons emerging here today are likely to shape how brands and retailers think about consumer engagement globally," said Ramon Melgarejo, President, Global E-Commerce, NIQ.

Gen Z to become India's biggest spending cohort

Gen Z is also expected to play a larger role in India's consumer economy over the next few years.

NIQ said Gen Z is projected to become India's highest-spending consumer cohort by 2030.

Globally, Gen Z is expected to account for 19% of spending by 2030 and represent 30% of the global workforce.

"The conversations at this year's Summit reinforced that India's consumers cannot be understood through a single lens. Generational shifts, changing definitions of value and widening differences in how consumers discover and purchase products are creating a more complex marketplace. Companies that can anticipate these shifts will be better positioned to unlock their next wave of growth," said Vijay Udasi, Strategic Analytics & Insights Leader, India, NIQ.

Innovation drives FMCG growth

NIQ highlighted the role of new product launches in FMCG growth. According to data shared at the event, 50% of FMCG growth is driven by new product launches.

NIQ also said companies that are growing their innovation sales are twice as likely to grow their total sales.

The findings underline the role of new products, speed to market and execution in driving growth across the consumer sector.