For the past several years, e-commerce in India has grown at a breakneck speed. Its market size has grown from USS$20bn in 2015 to US$50bn in 2019.1 The COVID-19 pandemic has given India an unprecedented push to e-commerce, especially in tier 2 and tier 3 cities. The overall e-commerce sales volume share grew to 46 percent from 32 percent, and value grew to 43 percent from 26 percent during 2020.
Recently, LocalCircles found that around 49 percent of respondents in a nationwide survey chose e-commerce to buy goods in the last 12 months.3 Despite the ongoing pandemic, the e-commerce market has registered a growth of 36 percent year-over-year in the last quarter of 2020.4 The number of Active Internet Users (AIU) in India is also expected to grow to 900 million by 2025 compared to 622 million in 2020.
