• Dr. Sampada Bhave

Abstract: The rapid growth of e-commerce in India has significantly transformed consumer behaviour across both urban and rural landscapes. This study explores the contrasting patterns in online shopping behaviour between urban and rural consumers, focusing on factors such as internet accessibility, purchasing power, trust in digital platforms, product preferences, and payment methods. Urban consumers, with better infrastructure and digital literacy, tend to exhibit higher usage of advanced e-commerce features such as app-based shopping, digital wallets, and same-day delivery. In contrast, rural consumers, though gradually adopting online shopping, often face barriers like limited internet penetration, language preferences, and logistical challenges. The study adopts a mixed-method approach by collecting quantitative data through surveys and qualitative insights through interviews, targeting consumers from multiple Indian states. It also investigates how regional marketing strategies, government digital initiatives, and local influencer marketing impact adoption rates. Findings suggest that while urban markets are mature and competitive, rural markets present untapped potential for future growth. This comparative analysis offers valuable insights for policymakers, digital marketers, and e-commerce platforms to create more inclusive, accessible, and consumer-friendly models suited for India's diverse population.

E-commerce, Consumer Behaviour, Urban-Rural Divide, Digital Adoption, India, Online Shopping Trends, Rural Markets

"E-commerce and Consumer Behaviour: A Comparative Study of Urban and Rural Markets in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 5, page no.a613-a618, May-2025, Available :http://www.jetir.org/papers/JETIR2505066.pdf

"E-commerce and Consumer Behaviour: A Comparative Study of Urban and Rural Markets in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 5, page no. ppa613-a618, May-2025, Available at : http://www.jetir.org/papers/JETIR2505066.pdf