India, April 20 -- It's not just the size that has exponentially grown over the years; what characterises online shopping in India is the evolving shape of the demand, as the world's third-largest market sees consumers increasingly looking out for categories that were once barely noticed.

In step with the country's $2.4 Tn consumer economy's rapid strides to become the world's second-largest at $4.3 Tn by 2030, India has emerged as a critical consumption engine, ready to corner one in every eight incremental dollars to be spent over the next five years.

And, what's fuelling this is an army of over 190 Mn shoppers going online for their everyday needs. Traditional snacking, fashion, eyewear, beauty, every segment has seen brands coming u...