Five trends shaping India’s e-commerce opportunity

E-commerce in India will grow exponentially in 2018, with key trends including mobile commerce, third-party marketplaces and social media shopping all offering opportunities for brands.

Tipped to be worth US$120 billion in 2020, the e-commerce industry in India is currently growing at an annual rate of 51%, according to research by ASSOCHAM-Forrester — and long commutes have much to do with this growth.

"Mobile is very convenient in a way, because the commute to other areas are very long, so people have only one device in their hands which is mobile. They are consuming more digital media, they are actually doing more of it with that, and so e-commerce is also more," said Ashish Jain, head of e-commerce and digital at India-based conglomerate Godrej and...

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