Beyond GMV and Gigs: Why India Needs a Government-Led Integrated National Strategy for E-Commerce
Indian e-commerce has reached a critical inflection point. With projections estimating the sector to touch $280-300 billion GMV by 2030, quick commerce is not only reshaping urban consumption but is also emerging as a major force in the economy. Yet, public and policy discourse often reduces it to two narrow narratives: a battle between big platforms and small retailers, or merely a gig economy story centered on delivery workers and service providers. While the conditions of gig workers deserve urgent attention — including predictable earnings, social security, and skilling pathways — this lens is incomplete. Indian e-commerce has catalysed far more: an explosive rise of direct-to-consumer (D2C) startups, from a few hundred in 2018 to about 10,000 by 2025; the quiet modernization of millions of kiranas; the formalization of industrial value chains; and the reshaping of cultural identities and consumption rituals across Tier II and III India. Recent developments underscore both the prom...