McKinsey: 76% of Indians use AI to shop, second only to China
By Pooja MehraIndustry Trends Analyst, Peepals Tech
Representative image: QuinceCreative / Pixabay
McKinsey research reported on October 30, 2026 found 76% of Indian consumers use AI tools to shop, second to China's 80%, against a 53% global average.
What Happened
India ranks second in the world for using artificial intelligence tools to shop, according to consumer research by the consulting firm McKinsey & Company, with 76% of Indian consumers saying they use AI tools for shopping. Only China, at 80%, ranks higher; the global average is 53%. The India findings were reported on October 30, 2026, following the release of McKinsey's global research, which surveyed about 21,000 consumers across 11 markets. The research also found that 87% of Indian AI users trust AI chat and search tools, compared with 73% globally.
Key Facts
- Research: McKinsey & Company consumer survey of about 21,000 people across 11 markets; India findings reported on October 30, 2026.
- 76% of Indian consumers use AI tools for shopping, second to China at 80%; the global average is 53%.
- 87% of Indian AI users trust AI chat and search tools, against 73% globally.
- India had the highest use of Amazon's Alexa for Shopping among the markets surveyed: 77% of Indian AI users said they had used it.
- Globally, 29% of AI shoppers said AI chat or search tools had the biggest influence on their most recent purchase, three times the 9% who cited traditional search engines.
- McKinsey warned that retailers are losing the start of the shopping journey to AI tools and that retail systems are lagging behind consumers.
- The coverage did not give a separate sample size for India.
Why It Matters
Shopping used to begin with a search engine, a shop website or a visit to a store. McKinsey's findings suggest that for a growing share of consumers, it now begins with an AI assistant: a chatbot or AI-powered search tool that compares products, summarises reviews and suggests what to buy. When 29% of AI shoppers say an AI tool most influenced their last purchase, against 9% for traditional search engines, it signals a real shift in where buying decisions are made.
India's position near the top is notable, and the survey suggests Indian shoppers are taking to AI shopping tools faster than most. The high level of trust, 87% among Indian AI users compared with 73% globally, means Indian shoppers are more willing to rely on an AI's recommendation, which makes the quality and fairness of those recommendations especially important.
For retailers and brands, the warning is direct. If the first step of the shopping journey happens inside an AI assistant run by a large technology company, retailers lose direct contact with the customer and may have to compete for visibility inside AI answers, much as they once competed for search rankings. McKinsey said retail infrastructure is lagging behind what consumers want.
For consumers, the findings raise practical questions. AI shopping tools can save time, but they can also be wrong, favour certain sellers, or present sponsored products without making that clear. High trust should go hand in hand with checking prices, seller details and return policies before buying.
| Measure | India | Global |
|---|---|---|
| Consumers using AI tools to shop | 76% | 53% |
| AI users who trust AI chat and search | 87% | 73% |
| Highest-ranked market | China, 80% | - |
Impact
Short-term: Retailers and brands in India are likely to put more effort into making their products visible in AI shopping tools.
Long-term: If AI assistants become the main starting point for shopping, power in online retail may shift further towards the companies that run those assistants. Regulators may also look more closely at how AI tools rank and recommend products.
Who is affected: Online shoppers; retailers, brands and marketplaces; technology companies building AI assistants; and consumer protection authorities.
Key Takeaway
McKinsey research reported on October 30, 2026 found that 76% of Indian consumers use AI tools for shopping, second only to China, with Indian AI users showing higher trust in AI recommendations than the global average.
Questions and Answers
How many Indians use AI for shopping, according to McKinsey?
McKinsey's consumer research found that 76% of Indian consumers use AI tools for shopping, the second-highest share among 11 markets after China at 80%. The global average was 53%.
Do Indian shoppers trust AI recommendations?
Yes, more than most. The research found 87% of Indian AI users trust AI chat and search tools, compared with 73% globally.
How is AI changing the way people shop?
Globally, 29% of AI shoppers said AI chat or search tools most influenced their last purchase, three times the 9% who said traditional search engines did. McKinsey said retailers are losing the start of the shopping journey to AI tools.
How many people did McKinsey survey?
The research surveyed about 21,000 consumers across 11 markets. A separate sample size for India was not given in the coverage.
Disclaimer: Prepared by the Peepals newsroom from publicly available sources with AI assistance. Information is accurate to the best of our knowledge at the time of publication and may change. Images may be representative. Not professional advice. Report an error via our contact page.
By Pooja Mehra, Industry Trends AnalystCovers Industry News & Trends and more for Peepals Tech. All stories by Pooja Mehra
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Pooja Mehra is a pen name of the Peepals Global Editorial Team, which researches, fact-checks and publishes every story. The portrait is an illustration.
