India has an internet user base of about 375 million (30% of population) as of Q2 of 2015.Despite being the second largest userbase in world, only behind China (650 million, 48% of population), the penetration of e-commerce is low compared to markets like the United States (266 M, 84%), or France (54 M, 81%), but is growing at an unprecedented rate, adding around 6 million new entrants every month.The industry consensus is that growth is at an inflection point.

In India, cash on delivery is the most preferred payment method, accumulating 75% of the e-retail activities.Demand for international consumer products (including long-tail items) is growing much faster than in-country supply from authorised distributors and e-commerce offerings.

Several Indian e-commerce companies have managed to achieve billion-dollar valuations, including Flipkart, Snapdeal, InMobi, Quikr, OlaCabs, Shopclues and Paytm.