India’s e-commerce market is evolving into a connected commerce ecosystem where online and offline retail work together across the consumer journey. Drawing on a survey of more than 12,000 shoppers across urban and rural India, this BCG report examines how clicks and bricks now shape discovery, decision-making, and purchase across categories.
The report finds that e-commerce in India is on track to reach $280–300 billion by 2030, along with the rise of category-focused platforms, quick commerce, and social and chat commerce, as well as growing participation from women, rural consumers, and smaller cities. It also outlines the ecosystem imperatives required to sustain growth, including digital skilling, future-ready logistics, simplified export pathways, and supportive regulation.