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E-commerce space widens this Diwali, more buyers outside metros

For the first time, more customers outside large metros shopped for products online

Alnoor Peermohamed  |  Bengaluru 

E-commerce in India has long been accused of being built on massive discounting and catering mostly to well-to-do customers in large metros. While this has been largely true for the past four years or so, today, large e-tailers including Amazon, Snapdeal and Flipkart argue they are at an inflection point where e-commerce becomes universal in the country. That inflection point came during the festive sales these players held at the start of this month and has been in the making for at least the past nine months. For the first time, more customers outside large metros shopped for products ...

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