Ogilvy’s Vandana Nath and Anupama Yadav look at how e-commerce in India is evolving in response to the unique needs and behaviours of the Indian consumer, and the trends that will shape the market.

Why it matters

Four trends will unlock the next phase of growth for the Indian e-commerce market as it evolves and comes of age.

Takeaways

• Brands cannot rely on traditional values of gender, identity and consumption but must align with the consumer’s evolving sensibilities.
• Community commerce is helping consumers navigate the different stages of their life through shared experiences and knowledge.
• Brands tapping into the...