E-commerce gold rush: Indians embrace digital jewellery buying; market projected to hit $146 billion by 2030

Jewellery shopping in India is increasingly moving online, with consumers embracing digital platforms for gold, diamond, and lab-grown diamond purchases. Once dominated by neighbourhood jewellers and in-person sales, the market is seeing growing trust in hallmark certifications, brand assurances, and seamless services, making online purchases more acceptable.According to a FICCI-Deloitte report, 73 per cent of consumers now begin their product search online, even for tactile categories like jewellery, while 53 per cent still visit physical stores to complete purchases. The Indian jewellery market, valued at $91 billion in 2025, is projected to reach $146 billion by 2030, with e-commerce platforms claiming an increasing share.Siddharth Bhagat, director of Amazon Fashion and Beauty, India, was quoted by news agency PTI as saying that sales of precious jewellery on the platform have risen 96 per cent year-on-year, driven by gold, diamond, and lab-grown diamond collections from brands including CaratLane, PN Gadgil Jewellers, Joyalukkas, PC Chandra, Malabar Gold and Diamonds, and KISNA. He noted strong demand for 14-karat everyday-wear pieces, which grew nearly 50 per cent, and 18-karat jewellery. Prices range from Rs 2,000 for sterling silver to Rs 40,000 for gold and diamond items, broadening affordability.Aksha Kamboj, vice president of the India Bullion and Jewellers Association (IBJA), said online sales currently account for 8–10 per cent of the market, with growth outpacing offline channels. “By 2026, online sales are expected to cross 12 per cent, driven by tech adoption in smaller cities and younger shoppers,” she said. The online space is increasingly used for everyday wear and lightweight designs, while physical stores still dominate bridal and investment jewellery purchases.Factors boosting online adoption include BIS hallmarking, purchase protection, easy exchange options, and brand-backed authenticity, which have expanded jewellery retail beyond metropolitan centres into Tier-2 and Tier-3 cities, said Anand Ramanathan, Partner at Deloitte South Asia, reported PTI.The shift coincides with fluctuating precious metals prices. After recent highs, gold and silver corrected sharply on Friday, with 24-karat gold falling nearly 3 per cent to Rs 1,25,957 per 10 grams, and silver dropping over 8 per cent to Rs 1,53,929 per kg on MCX, according to ANI. Market experts described the decline as a tactical profit-taking move, while maintaining that long-term prospects for precious metals remain strong.Bhagat added that religious occasions like Dhanteras and Akshaya Tritiya continue to drive demand, with online platforms providing consumers with high-trust, digitally enabled options for both ceremonial and investment purposes.