Export to India: Market overview
India is growing in every way. Its e-commerce penetration is low compared to other similarly positioned nations, but it's expanding rapidly, making it one of the fastest-growing markets in the world.
The addressable market is growing
The increasing middle class partly drives this; those earning enough to be considered comfortably off and able to afford common retail goods. This middle-class categorization is controversial (how do you define ‘middle class’?) and challenging to measure. Still, some estimates put the number of those fitting the middle-class criteria in India at around 400 million. That's the same as the entire population of South America. In other words, a significant e-commerce audience by any measure.
Data from the DHL Trade Growth Atlas found that alongside the Philippines and Vietnam, India is one of the future trade growth leaders through to 2026.
India has the world’s third-largest e-commerce market, with approximately 210-230 million online shoppers (as of 2021—this number has likely increased significantly since then). But what are these consumers buying? And from which countries?8