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 placing the sector at $280-300 billion GMV by 2030, quick commerce is not merely reshaping urban consumption — it is emerging as a structural force in the broader economy. Yet public and policy discourse continues to reduce it to two narrow narratives: a competitive battle between large platforms and small retailers, or a gig economy story centred on the precarity of delivery workers. Both framings are real. Neither is sufficient. Indian e-commerce has catalysed far more than either story captures: an explosive rise of direct-to-consumer (D2C) startups, from a few hundred in 2018 to around 10,000 by 2025; the quiet modernisation of millions of kiranas; the formalisation of industrial value chains that once operated through kinship networks and informal trust; and the reshaping of cultural identities and consumption rituals across Tier II and III India. To reduce this transformation to platform rivalry or gig wo...