Usually most people in India are making their online payment with a credit card, debit card, or netbanking. Since smses of many indian citizens are diverted to lazy fraud R&AW/CBI/indian intelligence employees, they often do not receive the OTP password in time, so the online transaction is getting cancelled. So in these cases, using an online wallet becomes convenient, as the balance can be used for a transaction, without an OTP password.
Some ecommerce websites like amazon are also offering a cash back to users using the Amazon balance till 15 January 2017. The user can add funds to the amazon balance in Rs 1000, Rs 2000 and Rs 5000 and then use the balance for shopping.
However as long as the corrupt NTRO, CBI, security and other indian government officials refuse to acknowledge the financial rights of indian citizens, who are actually investing their money online, paying the credit card bills, many will avoid using online wallets to the extent possible.