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The Economic Times

Economy / The Economic Times

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Old shopping funnel is gone: Gen Z is rewriting rules of retail

Gen Z is rapidly reshaping Indias online retail market, forcing brands and platforms to rethink traditional marketing strategies. Nearly half of Indias online fashion and beauty shoppers now belong to Gen Z, with companies like Amazon, Nykaa, Myntra and Shein tailoring their offerings to meet the cohorts fast-changing preferences and high engagement levels.

18 May 2026 2:31 pm