E-Commerce in India: Growth, Drivers, Challenges and Future Prospects

Abstract

India has emerged as a major player in the global commercial landscape, particularly after the economic reforms of 1991. With rapid internet penetration, rising smartphone adoption and evolving consumer behavior, e-commerce has become a disruptive force transforming traditional business models. This paper reviews key literature on e-commerce’s impact, with a focus on India, examining influential publications, models of e-commerce, historical development, key drivers, growth prospects and challenges. The study highlights significant trends in online retail, mobile commerce and international platforms, while also addressing barriers such as infrastructure limitations and payment challenges. The paper concludes by emphasizing the need for innovation, policy support and language- and technology-driven inclusivity to ensure sustainable growth in the Indian e-commerce sector.