By category
Most ecommerce advice is written as though a jewellery brand and a packaged food brand have the same problem. They do not. One has a six-month repeat cycle and a trust barrier; the other has a shelf life measured in weeks and a delivery radius that decides whether an order is profitable at all.
These guides are grouped by category because the binding constraint is different in each.
Questions people actually ask
Does the category really change the marketing that works?
Yes, mainly through three numbers: how often someone buys again, what share of orders come back as returns, and what shipping costs as a proportion of order value. Those three decide whether you should spend on acquisition, retention, or fixing logistics first.
Which category grows fastest online in India?
Growth rate matters less than repeat rate. Consumables like skincare and supplements compound because buyers return on a predictable cycle. High-value categories such as jewellery grow slower but carry margin that tolerates a longer payback period.
I sell across several categories. Which guide applies?
Use the one matching the category that produces most of your repeat orders, not most of your revenue. Repeat behaviour is what your marketing has to be built around, and a single high-value line can hide a weak repeat engine underneath it.