Many users from my country were previously purchase from Play Store because our countries have 3D Secure code or Verified by Visa or OTP SMS system for Debit Cards.
But now they are selling Play Store Gift cards on Amazon.in and Snapdeal.com .
On the down side we still can't purchase from most online sites as they don't know how to handle OTP authentication.
Only the rich who own Credit Cards can buy stuff. Debit card are crippled for international online purchases.