The trend of online shopping is gradually picking up in Jammu and Kashmir, but a majority of people still place greater trust in traditional markets and shops.
A recent survey by the central government has revealed that only 17.4 percent of families in the region engage in online shopping—a figure significantly lower than in neighbouring states like Punjab and Himachal Pradesh.
According to the survey, 80.7 percent of online shoppers in Jammu and Kashmir purchase only non-food items such as clothing, electronics, and household appliances. Meanwhile, only 2.2 percent of families order food items exclusively online, and 17.1 percent of families purchase both food and non-food items through e-commerce platforms.
A stark contrast exists between urban and rural areas when it comes to online shopping. While 32.4 percent of families in urban areas shop online, the figure drops to just 11.9 percent in rural areas. Experts attribute this gap to limited digital literacy, poor internet access, and deep-rooted habits of traditional shopping.
In comparison, 33.5 percent of families in Punjab and 27.3 percent in Himachal Pradesh make online purchases. The national capital, Delhi, reports a figure of 48.8 percent, while 51.6 percent of families in Goa shop online. The highest rate of online shopping in the country is found in Chandigarh, where 68.7 percent of families avail themselves of this digital facility.
E-Marketing experts highlight three key reasons behind the slow growth of e-commerce in Jammu and Kashmir. “Firstly, many areas in the region still lack access to fast and stable internet. Secondly, income levels are modest, which discourages people from spending on non-essential items online. Thirdly, the region’s complex geography, with many hilly and remote areas, poses logistical challenges for e-commerce companies, leading to delivery delays and increased costs.”
Experts believe that a large section of the population lives in rural areas where awareness of online shopping remains low. Moreover, many people still distrust digital platforms and prefer purchasing goods from physical markets. However, the trend is gaining momentum among the youth, and it is expected that the rate of online shopping will rise significantly in the near future.
Research conducted by International Journal of Research Pedagogy in Technology and Education Movement Sciences reveals that while strides have been made, challenges persist, with around 40% of the population in Jammu and Kashmir still facing issues related to internet connectivity. “Variations in connectivity are evident across districts, emphasizing the importance of an inclusive approach to address the nuances of digital accessibility,” claims the research findings—(KNO)
