The growing share of small Indian towns in the e-commerce mix is not a one-off event. The trend was also observed last year. Inexpensive data rates and a deluge of affordable smartphones have allowed more Indians to move online, helping the growth of e-commerce. Indeed, with 140 million online shoppers at the end of 2020, India is only behind China and the United States, according to analysts at Bain & Company. To bring more users into the digital fold, companies have also stepped up their efforts by making applications available in various local languages, introducing voice capabilities and expanding the distribution network. Flipkart, for example, made their app available in 11 Indian languages for this edition of The Big Billion Days. “E-commerce is increasingly accepted by the masses, and it is evident that user-friendly technical and financial constructs are contributing to its adoption,” said Nandita Sinha, vice president, Customer and Growth at Flipkart.
E-commerce giants Amazon and Flipkart have invested billions of dollars in India, making it a lucrative market with a young workforce and growing disposable income. Amazon expanded its distribution network in India this year, increasing its storage capacity by 40%. The e-trader has also launched new delivery stations in states like Assam, Gujarat and Karnataka.