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India’s Ecommerce Market Continues to Surge

Rising internet and smartphone use in the country fuels growth

London, 7 June 2018: Retail ecommerce sales in India will climb 31.0% this year to reach $32.70 billion, according to eMarketer’s latest forecast. That growth rate will trail only China and Indonesia in Asia-Pacific.

This growth has been enabled in part by the ecommerce market leaders in India—Flipkart, Amazon and Paytm Mall— who have been expanding into new sectors, including grocery. This investment along with India’s rising internet and smartphone use, as well as the country’s young population and expanding middle class, have contributed to a growing number of digital buyers. We expect a quarter of the population will be digital shoppers this year. By 2022, this share will rise to 41.6%.

Despite the strong growth rate (India’s ecommerce market has more than tripled since 2015), retail ecommerce will make up just 2.9% of total retail sales in 2018. While this is low compared with more developed markets in the region, India is poised for significant ecommerce growth in the coming years as internet penetration expands. By 2022, India’s ecommerce sector will be worth $71.94 billion.

“Ecommerce is booming in India thanks to increased internet users and cheaper smartphones,” said Eric Haggstrom, forecasting analyst at eMarketer. “In tandem with this shift to online and mobile usage, Flipkart, Amazon and Paytm Mall have been competing fiercely to claim their share of the Indian market. All three of these companies are making large investments, which include improved logistics and payment systems, as well as offering deep discounts, which will fuel future growth in the market. 


eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.

About eMarketer

Founded in 1996, eMarketer is the first place to look for research about marketing in a digital world. eMarketer enables thousands of companies worldwide to understand marketing trends, consumer behavior and get the data needed to succeed in the competitive and fast-changing digital economy.eMarketer’s flagship product, eMarketer PRO, is home to all of eMarketer’s research including; forecasts, analyst reports, aggregated data from 3,000+ sources, interviews with industry leaders, articles, charts and comparative market data. eMarketer’s free daily newsletters span the US, EMEA and APAC and are read by more than 200,000 readers globally. In 2016 eMarketer, Inc. was acquired by European media giant Axel Springer S.E.


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Posted on June 7, 2018.