[4] Demand for international consumer products (including long-tail items) is growing faster than in-country supply from authorised distributors and e-commerce offerings.
As per "India Goes Digital",[10] a report by Avendus Capital, the Indian e-commerce market is estimated at ₹28,500 crore ($6.3 billion) for the year 2011.
Online travel market in India had a growth rate of 22% over the next 4 years and reach ₹54,800 crore ($12.2 billion) in size by 2015.
[18] As per Goldman Sachs, India's e-commerce industry will reach $99 billion in size while online retail is expected to more than double to around 11% by 2024 from 4.7% in 2019 while increasing at 27% compound annual growth rate (CAGR).
[19][20] As per property consultant Colliers International, the demand for warehousing of 5,000 to 10,000 square feet size will increase due to COVID-19 lock-downs which lead to a surge in online orders of essential items for same day delivery especially in tier-1 cities like Mumbai, Kolkata, Bengaluru, Chennai and New Delhi.
[22] Amazon observed spike in page views with four times increase in "Add to Cart" during the lockdown, leading to doubling of sales.
Consumers are also diversifying their purchasing option from large scale e-commerce channels like Amazon or Flipkart to specific retail brand websites.
[28] From February 2020 to June 2020 during the COVID-19 lock-down period, e-commerce increased by 117% with the delivery of only essential supplies that is now bigger than the pre-COVID-19 level.
[31] Apple Inc. is opening online channel to sell products in India for the first time during August 2020 to target the festival seasons.
[34] In March 2020, the Government of India restricted online sales of all goods except for critical items including food, pharmaceuticals, and medical equipment.
Many Indian startups including Urban Company, BookMyShow, Pepperfry and Nykaa, which did not feature in the government's list of notified essential services, were running at a loss due to COVID-19 pandemic.
[41] On 10 July 2013, Flipkart announced it had received $200 million from existing investors Tiger Global, Naspers, Accel Partners, and ICONIQ Capital, and an additional $160 million from Dragoneer Investment Group, Morgan Stanley Wealth Management, Sofina, Vulcan Inc. and more from Tiger Global.
[46] The spread of e-commerce has led to the rise of several niche players who largely specialize their products around a specific theme.
[48] Online apparel is one of the more popular verticals, which along with computers and consumer electronics make up 42% of the total retail e-commerce sales.
[49] Niche online merchandising brands like Headbanger's Merch, Redwolf and No Nasties partner with and even help sustain independent musicians.
[54] According to a report by Grant Thronton, as much as US$2.1 billion worth of mergers and acquisitions were inked in 2017 in the booming Indian e-commerce industry.