India today stands at the forefront of a digital revolution. With over 900 million internet users expected by 2025-end, according to the IAMAI-Kantar Internet in India 2024 report, we’re on the verge of becoming one of the world’s largest digital consumer economies. For me, this is not just a story of technology adoption; it is a story of people, communities, and progress.

E-commerce has moved far beyond being a marketplace. It is now a platform that enables access, empowers entrepreneurs, and embraces sustainability. India has witnessed firsthand how digital commerce can bridge divides, bring local artisans/weavers to national markets, and reimagine supply chains for a greener future. The real question, therefore, is not just how fast India’s e-commerce sector grows, but how purposefully it scales; who it enables, who it empowers, and how it sustains.

Bridging the digital divide

At the heart of India’s digital commerce revolution lies a simple principle: affordability and access. The democratisation of data, mass mobile adoption, and last-mile connectivity have extended the internet’s reach to the remotest corners of the country. With rural users already accounting for more than half of India’s online population, digital commerce must evolve to reflect their realities.

True enablement requires more than connectivity. It calls for digital ecosystems that are intuitive, inclusive, and intelligent. This means building platforms that offer multilingual content, voice-first navigation, and seamless functionality in low-bandwidth environments. Voice-enabled search in Hindi and other regional languages has significantly improved adoption among first-time internet users. Similarly, AI-driven personalisation engines are helping rural consumers discover relevant products, building not just engagement but also trust, the most valuable currency in the digital economy.

Widening the arc of economic participation

Digital commerce is at its best when it creates opportunities where they never existed before. India’s MSME sector, which employs over 250 million people and contributes nearly 30% of GDP (according to the ministry of MSME), remains under-digitised. By giving these businesses access to digital tools, training, and national supply chains, e-commerce platforms can transform livelihoods.

Across India, artisans, tribal collectives, women-led self-help groups, and nano-entrepreneurs are finding new markets online. Digital platforms have onboarded thousands of such sellers, giving traditional artisans and weavers the visibility and support they need to thrive. From Channapatna toys to Bhagalpuri silk, local heritage is finding homes everywhere.

One example that inspires me is a women’s collective in eastern India that crafts jute bags. With digital access, what began as a small community effort has grown into a sustainable livelihood for dozens of families—delivering both financial empowerment and environmental impact. Similarly, farmer producer organisations (FPOs) are now able to sell directly to wider markets, improving their margins and creating a more resilient agricultural economy.

Job creation, entrepreneurship, and skill development are natural extensions of this transformation. Together with government, academia, and industry, we are laying the foundation for an inclusive digital economy where every corner of the country has the opportunity to participate and prosper.

Designing commerce for a sustainable tomorrow

As e-commerce scales, so too must its environmental responsibility. With billions of packages shipped annually, decarbonizing digital supply chains is no longer optional; it is urgent.

The industry is already pioneering change by beginning to adopt electric vehicles for last-mile delivery, deploying solar-powered warehouses, and taking steps to reduce water and energy usage. Further, scaling the use of sustainable packaging, phasing out single-use plastic, and deploying right-sized designs cut waste and emissions. Smart inventory planning and route optimisation also help to make deliveries more efficient, while reducing carbon footprint.

These efforts demonstrate that sustainability and profitability can go hand in hand. But accelerating the shift requires collective action. Suppliers, logistics partners, and ecosystem players must be incentivised and supported in adopting green practices. Sustainability must move from the periphery to the core of every e-commerce operation.

India’s e-commerce journey is no longer defined only by affordability and access. Its true measure lies in the lives it transforms and the opportunities it creates. Every new seller onboarded, every artisan reaching a wider market, and every electric delivery vehicle on our streets is a step towards a more inclusive and sustainable economy.

If we can enable access at scale, empower communities with opportunity, and embed sustainability at the core, e-commerce will not just fuel business growth; it will drive national progress. This is the vision we must pursue as India builds its digital economy for the Amrit Kaal.

(The author is the Chief Corporate Affairs Officer, Flipkart Group. Views are personal.)

India’s e-commerce sector

Enablement, empowerment, and environment: Driving e-commerce growth with a purpose