But, in the last 12-15 months, biggies like Flipkart and Amazon have also entered the ‘hyper-value’ e-commerce segment. Homegrown e-commerce platforms like Meesho (downloaded 300+ million times) have built large-scale businesses by targeting this group. These customers reside in India’s small towns they are new to the internet, new to e-commerce, and most importantly, value-conscious and less likely to transact online. While ‘E-commerce 1.0’ - as some venture capitalists call it - sold to the top tier of India’s population or the first 100 million online users, ‘E-commerce 2.0’ is already reaching the next 200-300 million. ![]() ![]() India’s $72- billion e-commerce sector has grown by leaps and bounds, especially post the rollout of Reliance Jio, which put mobile internet in the hands of practically every Indian.
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