TBWA\India’s Satish Krishnamurthy and Vishwajit Vyas say the kirana mom-and-pop shops’ communal commerce during the pandemic shows that networked commerce is the new retail reality in India.

Why it matters

India’s networked commerce is growing organically, bringing deep value to all parts of the ecosystem and driving the new economy, making it on track to be as important as e-commerce in the next five to 10 years.

Takeaways

• India’s large internet user base is driving a networked economy and the data explosion is opening up new segments.
• In networked commerce, each individual is a powerful node and can be both...