E-commerce sector: A boon for small, made-in-India sellers

Additionally, e-commerce platforms provide data-driven analysis, cost-effective distribution, and targeted advertising, empowering businesses to innovate, reach a broader customer base, and operate more efficiently—benefits that were previously out of reach due to limited resources. They also offer SMEs valuable market feedback and consumer insights, helping improve product quality, design, and range. For example, Rajiv Jain, a handcrafted jewelry manufacturer from Kanpur, partnered with Nykaa to sell his products online. By leveraging consumer feedback, he refined his designs, expanded his product line, and boosted sales by 40 percent.

E-commerce: A New Avenue for SMEs

Many SMEs in India have established dedicated e-commerce teams while maintaining traditional sales channels. This dual approach allows them to manage their online presence, inventory, and pricing strategies independently. Many fashion and beauty SMEs have expanded their online presence by partnering with e-commerce platforms like Nykaa and Myntra. SMEs can increase their stock-keeping units (SKUs), control pricing, and improve customer engagement.

E-commerce platforms offer SMEs the opportunity to expand their customer base without undermining existing offline sales. This approach has allowed businesses to tap into new demographics, such as customers who prefer online shopping. Priyamita Bhattacharya, a saree designer from Guwahati, successfully expanded her customer base beyond Assam by partnering with Nykaa, boosting sales by 30 percent without affecting her offline presence.

E-commerce also enables SMEs to reach global markets, creating new revenue streams and overcoming geographical limitations. Meesho, a popular platform, has helped over 1 million SMEs and independent sellers from Tier 2 and Tier 3 cities expand globally, generating over $1 billion in annual sales.

Data-Driven Growth

Another significant advantage of e-commerce platforms is their ability to provide SMEs with insights into customer behaviour, preferences, and trends. This data- driven approach helps small businesses make informed decisions about their product offerings and improve customer satisfaction. For instance, Shopify offers SMEs access to powerful analytics tools that help optimize their online sales strategies.

By levelling the playing field, e-commerce has allowed SMEs to compete with larger corporations and international brands. Patna-based Khadi India leveraged e- commerce platforms to increase its online sales by 300 percent in 2022, showcasing the potential for SMEs to thrive in the digital marketplace. Many such success stories abound across India.

Fostering Innovation

E-commerce has also driven innovation among SMEs, encouraging them to adapt to changing market conditions and consumer expectations. This has led to the development of new products, services, and business models. Hyderabad-based PestBusters, for example, created a digital pest control services platform that leverages e-commerce to offer innovative solutions to its customers. However, the rise of e- commerce also means increased competition, which pushes SMEs to continuously innovate and stay close to customers to stand out in an increasingly crowded market.

The Economic Survey 2023-24 highlights the Indian government's optimism about e- commerce growth. According to the survey, MSMEs contributed nearly 70 percent of India’s total e-commerce sales in 2020-21, with an impressive annual growth rate of 60-70 percent. This momentum is driven by technological advancements, innovative business models, and supportive government initiatives like Digital India, UPI, ODOP, ONDC, and relaxed FDI regulations.

Conclusion

E-commerce has indeed been a game-changer for small and medium enterprises in India, enabling them to expand, innovate, and compete on a larger scale. As SMEs continue to leverage these platforms, they remain at the forefront of India's growth story. Through innovation, adaptability, and a focus on consumer needs, these businesses are proving that India's best enterprises often start small.