From Transactions to Traditions: How Portfolio Expansion and Cultural Bundling Will Drive the Next Growth-Phase of Indian E-Commerce
India's e-commerce sector stands at a pivotal inflection point. According to a new BCG report released yesterday, the the Indian e-commerce market is currently worth $120–140 billion. It is on track to nearly double to $280–300 billion by 2030, fuelled by 440 million online shoppers (up from 300 million today), rapid rural penetration, and the explosive rise of quick commerce and connected formats. Yet beneath the headline growth lies a stubborn reality: most pure-play operators remain deeply unprofitable despite years of aggressive scaling. The first wave of Indian e-commerce was defined by single-category dominance and frantic geographical expansion. The next wave, I argue, will be won by platforms that evolve into multi-experience conglomerates—blending high-frequency daily services with emotionally resonant, culturally attuned offerings. This is not speculation; it is already playing out in real time. The Limits of Pure Geographical Expansion For much of the past five years, th...