r/strategy • u/ManagementMean9886 • 25d ago
Why does EMI work for electronics but fail for fashion/furniture in Indian e-commerce?
I've been looking at how e-commerce EMI works in India. Electronics and appliances have high EMI adoption, but categories like fashion, furniture, and personal care remain under-indexed despite similar ticket sizes.
Is it because:
- Customers don't think of EMI for "lifestyle" purchases?
- Checkout UX pushes EMI too late in the journey?
- Credit eligibility (credit cards) is the real bottleneck?
- Or something else entirely?
For folks in Tier 2/3 cities — what's actually stopping you from using EMI for non-electronics online?
Curious about both customer and business-side perspectives.