Who Are the ‘Next 100 Million’?
The engine of India's next e-commerce wave isn't in the metros. It's in Tier 2 and Tier 3 cities, where a new generation of users is coming online for the first time. This cohort, often referred to as the 'Next 100 Million', is mobile-first, aspirational,
and increasingly digital-savvy. Reports from 2026 show that smaller cities are driving the bulk of new growth, with nearly 66% of new D2C orders coming from buyers in these regions. Unlike their urban predecessors, this audience is characterized by its linguistic diversity and a preference for value-conscious purchases. They are navigating the digital world on affordable smartphones, often with inconsistent internet connectivity. This user base, which is expected to swell as India’s online shopper count grows, is forcing businesses to rethink what it means to build a successful app.
Redefining the 'Smart' App
For this emerging consumer base, a “smart” app isn’t about complex AI or flashy features. It's about practical intelligence that solves real-world problems. The most desired features are those that build trust and simplify the user journey. This includes seamless UPI and digital wallet integrations for easy payments, lightweight apps that don’t drain battery or data, and hyperlocal capabilities for location-specific services. Above all, these shoppers are looking for utility and value. Social commerce platforms like Meesho have capitalized on this by building an assisted shopping model that relies on community trust and reseller networks, which resonates strongly in these markets. The focus is on simplicity, reliability, and creating a sense of community and trust that mimics offline shopping experiences.
The Power of Voice, Video, and Vernacular
Language is a significant barrier for many new internet users. To make e-commerce inclusive, apps need to speak the user's language—literally. The integration of vernacular language interfaces is no longer optional. Companies like Myntra have seen success by introducing vernacular search in over 10 Indian languages, recognizing that a significant portion of searches were already non-English. Alongside language, voice is emerging as a revolutionary tool. With voice search queries in India growing rapidly, this technology helps overcome literacy hurdles and makes navigation effortless. The third pillar is video. In a mobile-first market, visual, video-led content is more engaging and easier to consume than text-heavy descriptions. Platforms that combine video discovery with commerce are finding immense traction, making the shopping experience more intuitive and trustworthy for this audience.
Building for Trust and Low Connectivity
For a user new to online shopping, trust is paramount. Concerns about privacy, payment security, and product authenticity are major considerations. Smart apps for this segment prioritize transparency. This means providing clear pricing, easy-to-understand return policies, and responsive customer support, often through a mix of AI chatbots and human agents. Another critical factor is designing for an inconsistent network environment. Many users in Tier 2 and Tier 3 cities deal with slower mobile data. Successful apps are built to be lightweight and functional even in offline or low-connectivity states, perhaps by caching frequently visited sections. This focus on performance and reliability ensures that the user experience remains smooth, fostering the confidence needed to make a purchase and return for more.
