Reigniting e-commerce growth in India with content, experience and trust

Yousuf Rangoonwala, Aniruddh Subramanian and Nikhil Pillai

India’s continued ecommerce growth hinges on adapting content and experiences to younger consumers in multiple languages as use of digital payments grows in tandem.

In India, the internet is becoming the new opium of the people. The list of needs of food, clothing and housing has a new addition – Wi-Fi. Thanks to cheap data rates, internet penetration in the country is now close to 40% and rapidly rising at 18%

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