Exponential growth is seen in online commerce. Brands make efforts to reach the customers through a variety of channels — on line and offline (omnichannel approach). Corporates and organisations put apps which serve as shopping platforms. Brands reach the remote and interior areas of the country through online shopping. It is estimated that by 2023-24, the e -commerce revenue will reach $100 billion. Thus the current decade is an important decade for e-commerce. Consumer electronics including mobile phones is a major category selling through e-commerce (PwC). Soon after categories such as groceries, apparel, consumer durables, life-style products would be selling reasonably well on e-commerce sites.

Most companies would have a variety of channels. There would be offline sale through sellers and there would be e-commerce.

Some brands would be direct-to-consumer brands. Many small players would also sell online. Companies would create super apps and there would be fintech apps on e-commerce sites. Convenience factor has boosted the sales on e-commerce sites. Sellers sell online through a third party or a site of their own. There could be hybird models of sale.