How the Open Network for Digital Commerce is Changing Indian Retail
India’s e-commerce story has grown fast and almost uncomfortably fast, if you pause and look at it. The market crossed $60 billion in gross merchandise value (GMV) in 2024, and projections throw around numbers like $170-$190 billion in GMV by 2030 as if that’s inevitable. Maybe it is. But here’s the part people don’t linger on enough: most of that activity flows through just two platforms-Amazon and Flipkart-which together handle over 60% of online retail.
That concentration creates a quiet kind of imbalance.
Because while the top layer looks glossy and efficient, underneath it sits a very different reality. Around 63 million micro, small, and medium enterprises-the actual backbone of India’s economy-are still, in many ways, standing outside the digital storefront. Not because they don’t want in, but because the doors aren’t exactly easy to walk through. High commissions eat into already thin margins. Platform algorithms-opaque, shifting-decide visibility. And building an independent online presence? That’s expensive enough to discourage most before they even begin.
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