Blinkit, Myntra, Google Pay Lead India’s Online Choices — BofA Survey Reveals

A new Bank of America (BofA) internet survey highlighted the evolving purchase preferences of India's middle-class digital consumers, revealing strong demand across quick commerce, online fashion, and digital payments.

The survey, conducted in November 2025, captures key shifts in how over 1,000 users shop and transact online.

Quick Commerce & Food Delivery: Blinkit Takes the Lead

The quick commerce (QC) sector is led by Blinkit, cited as the primary app by 31% of respondents, significantly ahead of Swiggy Instamart (19%). Interestingly, Flipkart (14%) was preferred over Zepto (12%).

For food delivery, Swiggy is the primary choice for 33% of participants, narrowly beating Zomato (29%). 20% of users primarily use both.

Fashion, Beauty, and Baby Products: Myntra Dominates

Myntra maintains its dominant position in online fashion, preferred by 57% of respondents. Nykaa Fashion is strengthening its hold as the second-most-preferred platform at 27%, pushing AJIO to 14%. The biggest drivers for online fashion purchase are better deals and discounts (28%), followed by the search for latest trends and styles (25%).

Online Cosmetics & Baby Care

Nearly half (47%) of users now buy most beauty/cosmetics products via quick commerce. For baby products, 32% prefer horizontal e-commerce platforms (Amazon/Flipkart). FirstCry saw a dip in preference from 24% to 20%, while Nykaa also saw a slight dip in preference for baby product purchases from 33% to 28%. 41% of users now also buy most kids' products/supplies on QC platforms.

Fintech Trends: Google Pay and Retail Investor Growth

Google Pay is the undisputed leader in Fintech payments, preferred by 45% of users. PhonePe follows with the choice of one-third (33%) of users, and Paytm is used by 14%.

Online Insurance: 46% of users purchased life insurance online, and 42% bought health insurance. Consumers show a slight preference for buying directly from insurer's websites (31%) over intermediaries like PolicyBazaar (26%) or using PhonePe (16%).

InvestTech and Online Broking: The survey indicates strengthening retail investor participation, with nearly half of the respondents increasing their trading/investing activity over the last 6-12 months. IPO-led investing is the single biggest use case, cited by 25% of surveyed users, highlighting the continued excitement around public listings. 19% of users engage in daily/weekly trading, while 15% trade monthly.