Who will fuel India’s e-commerce play? Experts say it’s Rural India

Aided by proliferation of cheap smartphones and a burgeoning young population which is increasingly taking to convenience, the domestic e-commerce sector is sure making headway — from $16-17 billion in 2014, the market has currently grown close to $30 billion, according to analyst estimates.

However, it is nowhere near $100 billion as predicted by analysts five years ago. A 2016 KPMG report had estimated the e-commerce industry to touch $103 billion by 2020. To give perspective — e-tail comprises lion’s share of the total e-commerce sector but a mere 3% Indians shop online, according to a RedSeer Consulting report released last year.