Owing to the increasing internet user base and favorable market conditions, India has a lot of potential in the e-commerce industry. Growing at an exponential rate, the market value of the e-commerce industry in India was 123 billion U.S dollars in 2024. This number was estimated to reach 300 billion U.S. dollars by 2030.

E-commerce platforms

The competition in the e-commerce business in India is fierce. The market is filled with many local and foreign companies trying to hold the maximum market share. Flipkart and Amazon were the leading ecommerce retailers in the country. Moreover, electronics and apparel are the most popular shopping categories among Indian consumers.

Growing trend of e-commerce

Increasing growth in the e-commerce industry is attributed to a number of reasons. Digitizing the economy and provision of affordable internet are a few of many reasons that boosted the growth of digital sales in India. In 2024, the e-commerce sales across India were estimated to increase by over 19 percent. Consequently, the revenue-generating potential has also increased. The average retail e-commerce revenue collected per user was more than 85 U.S dollars.

Online shopping sales across India amounted to around 67 billion U.S. dollars in 2021. The e-commerce market is likely to grow to over 145 billion U.S. dollars by 2025. The e-commerce market in India is the fastest-growing market in the world.

Online retail segments

In fiscal year 2017, the retail market was led by electronics with a penetration rate of about 20 percent. However, in terms of groceries, local offline vendors or kiranas continued to be the preferred choice for daily groceries due the ease of bargaining and benefitting from the ‘old-customer’ designation with extra rations as a gesture from the vendor. Nevertheless, the number of online shoppers in the country was estimated to increase to over 220 million in 2025, up from around 80 million in 2017.

Impact of COVID-19 on the market

The coronavirus outbreak in March 2020 caused a surge in prices across e-commerce platforms. Panic purchasing resulted in the shortage of sanitary and food items online as well as in physical stores across the country. As the online consumption continued to increase, unscrupulous sellers jacked up the prices on certain items. Amazon and Flipkart, the two e-commerce market leaders in India urged sellers and even blocked certain products to exercise responsible pricing. Manufacturers increased production in order to keep up with the supply of fast-moving items. With the uncertainty surrounding the impact of COVID-19, manufacturers and retailers will presumably have to work in unison to keep track of an unprecedented demand and supply scenario.

Discover the latest eCommerce statistics in India for 2025, including store count by category and platform, estimated sales amount by platform and category, products sold by platform and category, and total app spend by platform and category. Gain valuable insights into the retail landscape in India, uncovering the distribution of stores across categories and platforms.

The Report Covers E Commerce Companies in India and the Market is Segmented by B2C E-Commerce (Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverage, Furniture and Home), and B2B E-Commerce.

The e-commerce market in India is experiencing substantial growth, with the overall market size reaching 116 billion U.S. dollars in 2023. The segment with the highest market size was smartphones, valued at 35 billion U.S. dollars. This underscores the increasing significance of e-commerce in the Indian retail landscape, reflecting a shift in consumer behavior and preferences toward online shopping. E-commerce sector growth The e-commerce industry is experiencing fierce competition due to the presence of domestic and international companies. The e-commerce market size was estimated to be 123 billion U.S. dollars in 2024. This growth is fuelled by the increasing smartphone penetration, internet user base, and other favorable market conditions. Notably, the revenue growth of the e-commerce market has been consistently high, with over 15 percent as of 2024. Direct-to-consumer (D2C) market trends The e-commerce sector in India is witnessing a significant transformation. Especially, the D2C market is rapidly expanding and is expected to reach 100 billion U.S. dollars by 2025. One factor contributing to the D2C boom is the convenience of establishing online stores. Additionally, a great combination of major and mid-sized investors has supported India's D2C initiative. Over two billion U.S. dollars were invested in D2C brands.

In 2022, the business-to-consumer (B2C) e-commerce market size stood at 65 billion U.S. dollars in India. The B2C e-commerce market is likely to increase to 380 billion U.S. dollars by 2030. Moreover, branded websites saw a significant growth of over 80 percent in the B2C e-commerce market.

Social commerce

Social media plays a crucial role in day-to-day life due to increased internet penetration and the availability of low-cost data packages. As a result, social media platforms have over 860 million active users. Social commerce has become popular because social media offers brands not only a platform for advertisement but also for sales of products. Therefore, the market size of social commerce in India was estimated to be 18 billion U.S. dollars in 2024. The popular social commerce platforms in the country are Facebook, Instagram, and Snapchat.

Live commerce

The new form of e-commerce deals with the use of digital platforms to sell products and engage with customers through livestream mostly with the help of influencers. Major e-commerce players such as Flipkart, Amazon, and Myntra have incorporated live commerce, with the beauty and personal care segment being the most popular. About 70 percent of Indian consumers are interested in using live commerce while shopping. Besides, the main reason for using live commerce was that consumers can get answers related to the warranty and return of products bought online.

In India, the estimated sales amount across various store categories provides key insights into the market's dynamics. Gifts & Special Events, as a prominent category, generates significant sales, totaling $745.32B, which is 67.07% of the region's total sales in this sector. Home & Garden follows with robust sales figures, achieving $210.96B in sales and comprising 18.98% of the region's total. Beauty & Fitness contributes a considerable amount to the regional market, with sales of $66.50B, accounting for 5.98% of the total sales in India. This breakdown highlights the varying economic impacts of different categories within the region, showcasing the diversity and strengths of each sector.

India E-Commerce Transactions: Volume data was reported at 37.000 Unit in 03 Feb 2025. This records a decrease from the previous number of 765.000 Unit for 29 Jan 2025. India E-Commerce Transactions: Volume data is updated daily, averaging 6,418.000 Unit from Dec 2018 (Median) to 03 Feb 2025, with 2135 observations. The data reached an all-time high of 12,527.000 Unit in 14 May 2021 and a record low of 5.000 Unit in 13 Jan 2025. India E-Commerce Transactions: Volume data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s India – Table IN.GI.EC: E-Commerce Transactions: by Category.

This chart illustrates the estimated sales amounts generated by stores on various platforms within India. Magento shows a significant lead, with total sales amounting to $746.55B, which constitutes 67.18% of the region's total sales on platforms. Custom Cart reports sales of $275.42B, accounting for 24.78% of the total platform sales in India. Salesforce Commerce Cloud also holds a notable share, with its sales reaching $47.71B, representing 4.29% of the overall sales amount. This data provides a comprehensive view of the market dynamics in India, highlighting which platforms are driving the most sales.

As of 2024, the revenue growth of the e-commerce market was over 15 percent in India. The e-commerce market had the highest growth at over 54 percent in 2020. During the COVID-19 pandemic, consumers switched to online shopping for groceries and other essentials due to lockdowns and social distancing.

This chart provides a detailed overview of the number of India online retailers by Monthly Views. Most India stores' Monthly Views are Less than 100, there are 69.35K stores, which is 52.72% of total. In second place, 34.68K stores' Monthly Views are 100 to 1K, which is 26.36% of total. Meanwhile, 18.67K stores' Monthly Views are 1K to 10K, which is 14.19% of total. This breakdown reveals insights into India stores distribution, providing a comprehensive picture of the performance and efficient of online retailer.

India E-Commerce Transactions: Volume: E-Commerce & Shopping: E-Commerce & Shopping data was reported at 2.000 Unit in 03 Feb 2025. This records a decrease from the previous number of 41.000 Unit for 29 Jan 2025. India E-Commerce Transactions: Volume: E-Commerce & Shopping: E-Commerce & Shopping data is updated daily, averaging 72.000 Unit from Dec 2018 (Median) to 03 Feb 2025, with 2048 observations. The data reached an all-time high of 2,640.000 Unit in 03 Feb 2022 and a record low of 1.000 Unit in 20 Nov 2024. India E-Commerce Transactions: Volume: E-Commerce & Shopping: E-Commerce & Shopping data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s India – Table IN.GI.EC: E-Commerce Transactions: by Category.

In India, the distribution of stores across different platforms presents a dynamic picture of the market. WooCommerce, as a leading platform, hosts 120.58K stores, accounting for 45.14% of the total store count in the region. This is closely followed by Shopify, which supports 76.44K stores, representing 28.61% of the region's total. Custom Cart makes a significant contribution with 33.56K stores, or 12.56% of the total. The chart underscores the diversity and preferences of store owners in India regarding their choice of platform.

India E-Commerce Transactions: Value: E-Commerce & Shopping data was reported at 57.723 USD in 03 Feb 2025. This records a decrease from the previous number of 1,758.102 USD for 29 Jan 2025. India E-Commerce Transactions: Value: E-Commerce & Shopping data is updated daily, averaging 2,890.568 USD from Dec 2018 (Median) to 03 Feb 2025, with 2121 observations. The data reached an all-time high of 620,056.170 USD in 27 Sep 2023 and a record low of 7.583 USD in 18 Apr 2020. India E-Commerce Transactions: Value: E-Commerce & Shopping data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s India – Table IN.GI.EC: E-Commerce Transactions: by Category.

Success.ai’s Ecommerce Store Data for the APAC E-commerce Sector provides a reliable and accurate dataset tailored for businesses aiming to connect with e-commerce professionals and organizations across the Asia-Pacific region. Covering roles and businesses involved in online retail, marketplace management, logistics, and digital commerce, this dataset includes verified business profiles, decision-maker contact details, and actionable insights.

With access to continuously updated, AI-validated data and over 700 million global profiles, Success.ai ensures your outreach, market analysis, and partnership strategies are effective and data-driven. Backed by our Best Price Guarantee, this solution helps you excel in one of the world’s fastest-growing e-commerce markets.

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In 2022, the smartphone segment of the Indian e-commerce retail market accounted for 33 percent of the total market share in India. This was followed by electronics and appliances with a market share of just over 20 percent.

The internet boom

Reliance Retail leads the telecommunication revolution Supported by it’s subsidiary, Jio, founded in 2007 offering very cheap packages for mobile internet and sim cards. Competitors like Bharti Airtel could hardly keep up, but finally adapted, offering similarly cheap packages. Affordable internet made it attractive for all social groups to explore the possibilities of the world wide web. The digitalization of government services through the Indian government’s initiative for a digital India, further pushed the usage of internet in India.

From internet user to online shopper

The triumphant advance of the internet in India entailed not only a new means of communication but also new opportunities for the market. Alongside the expansion of internet usage, the penetration of online shoppers increased. Although cash-on-delivery was a popular means of payment for online shoppers, digital payment methods expanded. Another expansion was pushed by the coronavirus pandemic in 2020. Due to the nationwide lockdowns, contactless online shopping appeared to be a safe alternative.

The pie chart showcases the distribution of app/software spending by store category in India, providing insights into how eCommerce stores allocate their resources on the app or software they utilize. Among the store categories, Apparel exhibits the highest spending, with a total expenditure of $19.58M units representing 35.54% of the overall spending. Following closely behind is Beauty & Fitness with a spend of $7.33M units, comprising 13.31% of the total. Home & Garden also contributes significantly with a spend of $6.57M units, accounting for 11.93% of the overall app/software spending. This data sheds light on the investment patterns of eCommerce stores within each category, reflecting their priorities and resource allocation towards app or software solutions.

Home, living, health, and others made up the highest share of 38 percent of e-commerce retail sales across India in 2022. This was followed by consumer electronics and apparel and footwear with a share of 26 percent and 17 percent, respectively.

India E-Commerce Transactions: Volume: Business & Consumer Services: Shipping & Logistics data was reported at 1.000 Unit in 30 May 2024. This stayed constant from the previous number of 1.000 Unit for 29 May 2024. India E-Commerce Transactions: Volume: Business & Consumer Services: Shipping & Logistics data is updated daily, averaging 1.000 Unit from Jan 2019 (Median) to 30 May 2024, with 313 observations. The data reached an all-time high of 46.000 Unit in 26 May 2022 and a record low of 1.000 Unit in 30 May 2024. India E-Commerce Transactions: Volume: Business & Consumer Services: Shipping & Logistics data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s India – Table IN.GI.EC: E-Commerce Transactions: by Category.

This chart offers an insightful look at the store count by category in India. Leading the way is Apparel, with 50.34K stores, which is 21.29% of the total stores in the region. Next is Home & Garden, contributing 27.8K stores, or 11.75% of the region's total. Food & Drink also has a notable presence, with 19.69K stores, making up 8.33% of the store count in India. This breakdown provides a clear picture of the diverse retail landscape in India, showcasing the variety and scale of stores across different categories.