Online shopping is expanding beyond India's biggest cities, with 57.2% of over 200 million orders processed in the last 12 months up to July originating outside the 96 largest cities, according to data compiled by EasyEcom. However, these orders accounted for only 39.3% of total transaction value, highlighting a significant gap between volume and value concentration in urban markets. This trend aligns with broader global e-commerce growth patterns, as the Digital Experience Monitoring Market is projected to reach USD 17.7 billion globally, with Asia-Pacific emerging as the fastest-growing region driven by rapid digital transformation across BFSI, retail, healthcare, and IT sectors.
The average order value reveals the stark difference between urban and rural markets, with small-city orders averaging ₹830 compared to ₹1,714 in the largest cities. As reported by The Times of India, this gap suggests that e-commerce growth outside the biggest cities is driven more by higher transaction volumes than by higher-value purchases, with implications for brands' inventory and delivery strategies across wider networks. This pattern mirrors global trends where Asia-Pacific is emerging as the fastest-growing region in digital experience monitoring, driven by surge in mobile internet usage, cloud adoption, and e-commerce platforms creating strong demand for real-time performance analytics.
The geographic divide becomes even more pronounced at the state level, with 13 of the 15 largest states changing position when ranked by transaction value rather than order volume. According to the EasyEcom data, Haryana moved from 11th by orders to third by value, supported by higher-value transactions in Gurugram and Sonipat, with its average order value of ₹3,804 more than six times Bihar's ₹609. This state-level analysis demonstrates the concentration of high-value transactions in specific urban centers within states, similar to how Japan's DEM market alone is projected to reach USD 322 million in 2025 at a CAGR of 16.9%, supported by the country's focus on automation and smart city initiatives.
The comprehensive data was compiled by EasyEcom, an e-commerce software company, from transactions processed through marketplaces, brand websites, quick-commerce platforms, distributors and other channels connected to its system. The company's customers include established brands such as Borosil, Cred, Minimalist and Pilgrim, providing a broad representation of India's e-commerce landscape across different market segments and geographic regions. The global context shows that North America is expected to maintain its dominance in the digital experience monitoring market, holding a 43.8% revenue share in 2025, with the United States alone projected to reach USD 1.8 billion in 2025, growing at a CAGR of 15.3%. Europe holds a significant position with a market size of USD 1.2 billion in 2025, driven by strict data privacy regulations like GDPR and strong emphasis on digital transformation across public and private sectors.
