Mumbai, Aug. 20 -- Consumers are increasingly relying on digital channels for their purchases, with online marketplaces being the most influential in shaping buying decisions, according to a report by Deloitte and industry body Ficci.

While physical stores remain relevant, a growing number of people also rely on peer recommendations and social media advertisements to make purchasing decisions, the report, released on Wednesday, noted.

Online marketplaces are the top choice for categories like electronics and apparel, driven by their convenience and competitive pricing.

The findings indicate that online marketplaces influence 73% of purchasing decisions, while offline stores remain relevant for 53% of consumers surveyed by Deloitte. Pee...