According to Flipkart, over 60 percent of online shoppers in 2016 were men who either purchased electronics, personal audio, footwear and lifestyle products.

According to the #FlipTrends2016 study, 25-34 year-olds comprised the most active shoppers online. Interestingly, 15 per cent of shoppers on Flipkart were from the over 45 years age group, which surprisingly had been thought to be more resistant to online shopping.

The findings analysed the online shopping preferences of more than 100 million customers across India from January 1 to December 15.

Top brands that remained favorite throughout the year were Samsung, Lenovo, SanDisk, Mi and UCB.

In 2016, sales of branded products across categories saw a sharp increase, as more of Tier 2 and Tier 3 Indian towns took to shopping online.

"Categories like apparel, smartphones and electronics dominated online sales this year. Eighty per cent of our traffic comes from mobile," the company said in a statement.