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India's e-commerce business has witnessed a significant boost in the country's Tier-2 and Tier-3 cities, outpacing the Tier-1, according to a report. With the rise in disposable income and deeper smartphone and internet penetration, the e-commerce adoption in Tier-2 and 3 has outpaced Tier-1 cities. A report by Anarock property consultants has estimated the share of the overall online shopping pie at 65% in India's smaller cities by 2030 compared to 36% in Tier 1 cities. Until FY2024, the share of online shoppers in Tier-1 cities was higher than the other cities.

"The number of Indian online shoppers has jumped from 140 million in 2020 to nearly 260 million in 2024; it is projected to nearly double to 300 million by 2030, and to 700 million by 2035," the report mentioned. 

<a href="https://www.storyboard18.com/how-it-works/digital-ad-spend-surges-17-to-rs-700-bn-e-commerce-leads-growth-ficci-ey-report-60454.htm">Digital ad spend surges 17% to Rs 700 bn, e-commerce leads growth: FICCI-EY Report</a>

Apart from the e-commerce boom, India is also witnessing retail expansion and a surge in consumer demand. Consequently, the new mall supply has also increased, particularly in Tier-1 over the next two years. The Anarock research estimated that over 16.6 million sq. ft. of new Grade A mall supply will enter the top 7 cities over 2025 and 2026. Hyderabad and Delhi-NCR will command the lion's share, with a combined 65% share, the research added.

While Anuj Kejriwal, CEO & MD- Anarock Retail, anticipated that the new supply to some extent could lead to potential oversupply, current absorption trends are reassuring.

"The previous three-year data trends show that new mall supply in the top 7 cities did not match the overall leasing. In 2022, these cities witnessed approx. 2.6 million sq. ft. of new Grade A retail supply, while leasing clocked in at approx. 3.2 million sq. ft. Likewise, 2023 saw 5.3 million sq. ft. of new Grade A mall supply, while 6.5 million sq. ft. were leased," Kejriwal said.

<a href="https://www.storyboard18.com/digital/indias-e-commerce-market-to-touch-550-billion-by-2035-report-57269.htm">India's e-commerce market to touch $550 billion by 2035: Report</a>

Anarock data pegs total mall leasing over the next two years at more than 12.6 million sq. ft. across the top 7 cities, driven by strong leasing and positive consumer sentiments.

"The strong leasing rate is also prompted by the entry of over 60 international retail brands in India over the last four years across categories like fashion, electronics, lifestyle, & F&B," Kejriwal added, "This has accelerated demand for high-grade organized retail spaces, particularly in high-footfall zones like malls and high streets."

E-commerce adoption soars in India's smaller cities, to reach 65% share by 2030: Anarock report

In a bid to cement its presence in the country's burgeoning creator economy, Amazon recently announced the launch of the Elevate Program, a new initiative designed to enhance earnings and growth opportunities for content creators enrolled in its Amazon Influencer Program.

The program, which offers access to premium tools, personalized support and expanded revenue streams, represents a deepening of the e-commerce giant’s investment in India’s digital talent pool. It follows the success of previous efforts such as Amazon LIVE and Creator Central.

“With a 25 percent year-on-year increase in our creator base in 2024, now crossing 60,000, and with 60 percent of Indian consumers saying their buying decisions are influenced by digital media influencers, we see this as a moment of significant trust in creator-led commerce,” said Zahid Khan, Amazon’s Director of Shopping Initiatives for India and Emerging Markets, in an interview with Storyboard18.

Under Elevate, eligible creators will gain access to exclusive brand collaborations, participation in Amazon LIVE broadcasts, and enhanced commission structures. According to the company, this could potentially increase creator earnings by as much as tenfold, with average gains ranging from three to five times.

The company identified technology as the leading category in creator-led commerce, with consumer electronics—such as televisions, laptops and large appliances—showing strong performance. “These are areas where creators function almost as subject matter experts,” Khan noted. He added that fashion and beauty, particularly beauty, are fast-emerging segments, followed by home furnishings and kitchenware.

Significantly, Amazon emphasized that creators are not confined to major urban centers. Instead, performance remains the primary criterion for selection. To support creators in regional markets, Amazon has expanded localized offerings, including vernacular language assistance and access to Blink Studios, a content production platform designed to enable high-quality output beyond India’s metropolitan hubs.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/uniqlos-marketing-head-on-expansion-plans-and-changing-fashion-dynamics-in-india-47773.htm">UNIQLO's marketing head on expansion plans and changing fashion dynamics in India</a>

One of the most common requests from creators, Khan said, is access to actionable insights. “They want sharp, real-time data on what’s performing well. Amazon has the ability to forecast which product categories are likely to succeed, and we’re integrating that into our Live Creator app and broader account management support.”

Khan declined to disclose specific revenue figures tied to the program.

As the creator economy scales, issues of brand safety and regulatory compliance have grown more pronounced. “We are very conscious of both government regulations and industry best practices,” Khan said, pointing to a growing need for frameworks that ensure creator authenticity and consumer protection.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/mars-wrigley-ups-media-spends-in-digital-and-q-comm-says-cmo-nikhil-rao-62668.htm">Mars Wrigley ups media spends in digital and q-comm, says CMO Nikhil Rao</a>

To better cater to the needs of specific verticals, Amazon has segmented its influencer program into niche streams, such as the Fashion and Home Influencer Programs. “This allows for more targeted support,” Khan explained. “A fashion creator might need help with visual storytelling, while a kitchen content creator might require guidance on product curation.”

The Elevate Program underscores Amazon’s broader strategy to position itself not just as a marketplace, but as a key enabler of India’s evolving digital economy—where content, commerce, and community increasingly intersect.

Also Read: <a href="https://www.storyboard18.com/how-it-works/amazon-ins-zahid-khan-on-the-launch-of-creator-central-in-india-46810.htm">'60 percent shoppers influenced by creators', says Amazon's Zahid Khan</a>

Amazon’s Zahid Khan explains big bet on influencers with launch of 'Elevate Program'

The uncertainty surrounding the India-Pakistan border tension has prompted e-commerce platforms, such as Amazon, Flipkart, Meesho, and others, to reassess their plans in border states like Punjab, Rajasthan, and Jammu and Kashmir, which are on high alert. According to industry experts, border disruptions could lead to a potential revenue losses for these platforms, ranging from 5% to 12%.

Sources informed Storyboard18 that delivery services in these regions have been delayed, with courier services being significantly impacted. Queries sent to Flipkart and Meesho did not elicit a response. 


Read more: <a href="https://www.storyboard18.com/how-it-works/india-pak-border-tensions-threaten-h1-ooh-adex-key-inventories-in-high-alert-zones-underutilised-65349.htm">India-Pak border tensions threaten H1 OOH adex; key inventories in high-alert zones underutilised</a>


"Due to the blackout in certain cities and a marginal decline in orders, the working hours have been reduced, resulting in delayed deliveries," an expert shared with Storyboard18.

Although it is too early to predict the long-term trend, disruptions are likely if the border tension persists for over 10 days.

Punjab is one of India's most prominent textile hubs, with Ludhiana housing over 100 factories specializing in knitting, spinning, and garments. On the other hand, Jalandhar is popular for the manufacturing of sports equipment.

"Many workers in the textile industry hail from Bihar, and if the situation worsens, they may be tempted to return home, states for safety reasons, impacting businesses and potentially leading to inventory shortages," an expert said on condition of anonymity. 

E-commerce firms operating in border cities like Amritsar, Chandigarh, and Ludhiana are expected to face significant disruption, with potential revenue losses ranging from 5% to 12%, said an industry source.


Read more: <a href="https://www.storyboard18.com/how-it-works/religious-travel-continues-in-parts-of-india-char-dham-pilgrims-stay-the-course-amid-ipl-suspension-indo-pak-tension-65265.htm">Religious travel continues in parts of India, Char Dham pilgrims stay the course amid IPL suspension, Indo-Pak tension</a>


Meanwhile, quick commerce platforms seem to be operating unaffected despite the cross-border tensions. 

Panic buying has started in Punjab and Haryana on the 4th day of border tension. "Due to safety concerns, people are hesitant to move out, resulting in a significant surge in demand for online groceries." 

Notably, Union Food and Consumer Affairs Minister Pralhad Joshi urged citizens not to hoard essential items as India has "more than enough stock of everything required across the country", he said.

"Be aware of false messages. Do not believe false propaganda messages about food stocks in the country. We have stocks of food items more than our requirements.

Read more:<a href="https://www.storyboard18.com/brand-makers/border-residents-in-india-stockpile-on-food-items-amid-indo-pak-tensions-65267.htm"> Border residents in India stockpile on food items amid Indo-Pak tensions</a>


Traders, wholesalers, retailers, and business establishments of essential commodities have been directed to cooperate with law enforcement agencies.

Any person who hoards or hoards food for any purpose or malicious intent will be subject to the Essential Commodities Act," Joshi said on the X platform. 

E-com platforms in border regions stare at 12% revenue dip amid India-Pak strain

The Central Consumer Protection Authority (CCPA) has issued thirteen notices to digital marketplaces against the listing and sale of walkie-talkies on e-commerce platforms without proper frequency disclosure, licensing information or Equipment Type Approval (ETA) which constitutes a violation of the Consumer Protection Act, 2019.

These platforms include Amazon, Flipkart, Meesho, OLX, TradeIndia, Facebook, Indiamart, VardaanMart, Jiomart, Krishnamart, Chimiya, Talk Pro Walie Talkie and MaskMan toys.

Walkie-talkies are being sold on e-commerce platforms without mandatory and clear disclosures regarding the requirement of a wireless operating license or compliance with applicable laws. The product listings for walkie-talkies do not specify whether the device requires a license from the concerned authority for use. 

The omission of details such as frequency range, licensing obligations under the Indian Telegraph Act, 1885, or the Wireless Telegraphy Act, 1933, and the Use of Low Power, Very Low Power Short Range Radio Frequency Devices (Exemption from Licensing Requirement) Rules, 2018 and the potential legal consequences of unauthorized use, misleads consumers into believing that the devices are freely operable by the general public.

Furthermore, the Consumer Protection (E-Commerce) Rules, 2020 require marketplace e-commerce entities to provide clear and accessible information that enables consumers to make informed decisions at the pre-purchase stage. The sale of non-compliant wireless devices in the absence of essential regulatory disclosures misleads consumers and represents a serious breach of statutory obligations.

The Central Authority observed that several platforms were allowing the sale of walkie-talkies without clearly specifying the frequency range; without valid Equipment Type Approval (ETA) from the Wireless Planning and Coordination (WPC) Wing; and without proper disclosure of licensing requirements to consumers.

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A preliminary analysis further revealed that approximately 467 listings on Amazon, 314 on Flipkart, 489 on Meesho, and 423 on TradeIndia. Therefore, the Central Authority has requested information regarding the name and contact details of each seller, product URLs and listing IDs of the walkie-talkie devices, details of frequency specifications and any licensing information displayed on the listings, whether ETA/WPC certification details have been collected or verified for these products; and the number of units sold per listing from January 2023 to date.

Further, in view of the rampant non-adherence to existing legal provisions by e-commerce entities, the CCPA has found it imperative to issue specific guidelines to ensure compliance with the law and safeguard consumer interests. These guidelines will be issued under Section 18(2)(l) of the Consumer Protection Act, 2019. The Draft Guidelines for the Prevention and Regulation of Illegal Sale and Use of Licensed Frequency Range Wireless Telegraphy Apparatus including Walkie-Talkies on E-Commerce Platforms, 2025 will soon be placed on the website of the Department of Consumer Affairs for public comments/suggestions/feedback. A letter in this regard has been written to the Ministry of Home Affairs and the Department of Telecommunications to seek their valuable inputs. 

Also Read: <a href="https://www.storyboard18.com/special-coverage/tech-firms-shift-to-remote-work-amid-india-pakistan-tensions-65282.htm">Tech firms shift to remote work, curtail non-essential travel amid India-Pakistan tensions</a>

These draft guidelines aim to:

- Ensure due diligence by platforms before listing such products
- Mandate verification of seller credentials and certification
- Introduce automated monitoring and takedown mechanisms for unauthorized listings
- Promote consumer awareness through proper disclosures
- Enforce penalties and platform liability in case of non-compliance

During the stakeholder consultation meeting, e-commerce platforms were directed to proactively monitor listings on their platforms and immediately delist all sellers who fail to comply with the applicable laws, rules and guidelines. 

Also Read: <a href="https://www.storyboard18.com/brand-makers/border-residents-in-india-stockpile-on-food-items-amid-indo-pak-tensions-65267.htm">Border residents in India stockpile on food items amid Indo-Pak tensions</a>

CCPA issues 13 notices to ecomm platforms over illegal sale of Walkie-Talkies

The Good Glamm Group, a once celebrated content-to-commerce startup valued at $1.2 billion, is now facing mounting financial strain as it grapples with unpaid salaries, delayed severance benefits and an exodus of top leadership.

According to individuals with knowledge of the situation, the Mumbai-based company has yet to fulfill salary payments, gratuity and variable compensation owed to employees it laid off in January. Roughly 150 workers across departments such as branding, sales, technology, and product development were affected. Furthermore, April salaries for current employees have been delayed, with payments now expected by the end of May or early June, sources said.

A liquidity crunch driven by ongoing fundraising efforts has exacerbated the company’s cash flow issues. As part of cost-cutting measures, The Good Glamm Group shuttered its office in Kurla West, Mumbai, and permanently closed its Delhi location in Vasant Kunj.

Several former employees say the company has declined to provide formal experience letters, citing pending internal clearances. In response, some ex-staffers have reportedly withheld company-issued laptops until they receive outstanding dues and documentation.

Founded in 2015 by Darpan Sanghvi, with Priyanka Gill, Naiyya Saggi, and Nowshad Rizwanullah joining later, The Good Glamm Group emerged as a pioneer in combining digital media with direct-to-consumer beauty sales. Backed by marquee investors such as Warburg Pincus, the company grew rapidly through acquisitions, including digital media platforms MissMalini Entertainment and ScoopWhoop, and personal care brand Sirona Hygiene.

But amid operational challenges, the company has been forced to offload assets at steep discounts. In 2024, the founders of Sirona repurchased their company. ScoopWhoop was sold to meme-marketing agency Wubba Lubba Dub Dub (WLDD) for reported Rs18–20 crore - far below its 2021 valuation. Last month, MissMalini Entertainment was acquired by Creativefuel.

<a href="https://www.storyboard18.com/brand-makers/the-good-glamm-group-sells-missmalini-entertainment-to-creativefuel-62167.htm">The Good Glamm Group sells MissMalini Entertainment to Creativefuel</a>

<a href="https://www.storyboard18.com/brand-makers/meme-marketing-agency-wldd-buys-scoopwhoop-from-the-good-glamm-group-in-all-cash-deal-57487.htm">Meme marketing agency WLDD buys ScoopWhoop from The Good Glamm Group in all-cash deal</a>

Meanwhile, governance and leadership have been in flux. Several independent directors, including Anand Daniel of Accel, Vishal Gupta of Bessemer Venture Partners, and Gaurav Kothari of Prosus Ventures, resigned from the board last year. Key executives also departed: Sukhleen Aneja, CEO of The Good Brand Co., joined Nykaa; co-founder Naiyya Saggi stepped back from executive duties to launch a new venture; and Priyanka Gill left in early 2024 to join Kalaari Capital before founding Coluxe, a lab-grown diamond brand expected to launch in June.

With mounting liabilities and deferred payments to vendors and founders of its acquired firms, insiders estimate that The Good Glamm Group now needs between Rs250 crore and Rs500 crore to stabilize operations.

<a href="https://www.storyboard18.com/brand-marketing/good-glamm-group-announces-board-restructuring-amid-fundraise-55063.htm">Good Glamm Group announces board restructuring amid fundraise</a>


Good Glamm Group's laid-off employees' F&F not settled, staff salaries delayed, two offices shuttered

From food to groceries to essential medical supplies, India's delivery system is undergoing a magnificent shift at present. However, behind this seamless experience are the gig workers, who not just navigate traffic but also unpredictable weather and other challenges to ensure timely deliveries.

According to a report, "India's Booming Gig and Platform Economy", the gig economy market is expected to grow to 23.5 million workers by 2029-2030.

While gig workers enjoy the flexibility of hours, their freedom also comes at an expensive cost, with many riders reporting increased stress and leading to unsafe road practices.  

A recent survey conducted by Borzo (erstwhile WeFast), found that around 57.3% of riders experience stress when delivering within a 15-minute timeframe. In fact, about 34.1% of delivery workers find 15-minute deliveries more physically demanding compared to other timelines of deliveries. In contrast, 26.7% of gig workers believe that 60-minute deliveries are more physically challenging.

<a href="https://www.storyboard18.com/how-it-works/the-high-price-of-ratings-gig-workers-struggle-under-arbitrary-review-systems-62651.htm">The high price of ratings: Gig workers struggle under arbitrary review systems</a>

Notably, a majority (80.6%) of surveyed gig riders stated that a 60-minute delivery timeframe promotes safer driving compared to a 15-minute deadline.

When asked about the most beneficial aspect of making 15-minute deliveries, 31.3% of riders said that covering shorter distances is the satisfactory part. Further, 11% of riders highlighted the ease of handling smaller parcels, and 10% appreciated the reduced expenses incurred on each delivery. 

On the other hand, the most significant challenge in making 15-minute deliveries, as cited by 31.8% of gig workers, is the pressure to deliver parcels within a very short timeframe. About 24.4% of riders say that the physical and mental stress involved is the most difficult aspect, while 24.3% struggle with the constant sense of urgency. Additionally, 19.5% find riding at higher speeds to meet tight deadlines particularly challenging. 

<a href="https://www.storyboard18.com/how-it-works/indian-employees-prioritize-family-over-career-advancement-41-take-on-side-gigs-to-offset-inflation-indeed-54894.htm">Indian employees prioritise family over career advancement; 41% take on side gigs to offset inflation: Report</a>

When it comes to profitability, around 56.5% of gig delivery workers believe that 60-minute deliveries allow them to earn more profit while completing more orders without the pressure of constant urgency. In contrast, 43.5% feel that 15-minute deliveries offer the best opportunity to maximize their earnings. 

"While quick commerce and ultra-fast deliveries have undoubtedly added convenience for consumers, the growing pressure on the supply chain calls for deeper reflection. As the quick commerce sector continues to expand, it’s essential that platforms prioritize workers. Ultimately, it's about finding the right balance between delivering quickly and ensuring riders can perform their jobs safely and efficiently. The industry must listen to their experiences and adapt different approaches to support the riders for their well-being and efficiency," Alina Kisina, CEO, Borzo said.

57% of gig workers find 15-minute deliveries stressful: Borzo report

E-commerce giant Flipkart has made work from the office mandatory for all its employees. With this, the company has ended the work-from-home policy, rolled out during the Covid pandemic in 2020.

According to the company's spokesperson, Flipkart gradually rolled back the work from home policy in phases. 

The company said, "We have been pursuing the gradual return of its employees to the office for the past year".

Initially, the company asked the senior-level executives to work from the office regularly. However, as per the Moneycontrol report, the rule is now mandatory for all employees, across functions and roles. 

However, all employees would be given a certain number of days when they are able to avail of work from home. 

Flipkart spokesperson said, "By returning to office, we aim to foster a strong sense of community for new hires and existing employees; and a shared focus on our common goals".

In September last year, Flipkart's rival Amazon also ended its work-from-home policy and asked its employees to return to the Bengaluru office.

Similarly, Meesho's employees have been working from the office five days a week for more than a year now.

The announcement by Flipkart has come at a time when the company is gearing up to make a debut in the Indian stock market. According to media reports, Flipkart is expected to launch the Initial Public Offering (IPO) in the fiscal year 2026.

Walmart is the largest shareholder of Flipkart at 85% and the remaining 15% is owned by a mix of investors such as: Tiger Global Management, DST Global, Google, Qatar Investment Authority, GIC (Government of Singapore Investment Corporation), etc.

Ahead of IPO, Flipkart discontinues work-from-home policy, mandates 5-day office attendance

The value of digital commerce is likely to see a surge of $320-$340 billion by 2030, driven by government-backed Open Network for Digital Commerce (ONDC), a McKinsey & Company study revealed.

According to the report, digital commerce in fashion and lifestyle is projected to climb from $11-$13 billion in 2022 to $80-82 billion in 2030. The grocery sector is expected to grow from $4-5 billion in 2022 to $50-55 billion in 2030.

The electronics and durables category may see a threefold rise from $24-26 billion in 20222 to $70-72 billion in 2030.

Notably, fashion & lifestyle, electronics & durables, and grocery segments account for 62% of total digital commerce in 2030.

McKinsey projected that digital commerce of the entertainment sector, including gaming, filming, and television, will grow six times, hitting $17-19 billion.

According to the study, India has drawn interest as a business hub across the globe. 

Between 2021 and 2023, 984 internal firms registered to operate in India, up from 320 between 2019 and 2021.
Currently, India has 1,5000 global capability centres, with 250 added in the past 3-5 years.
Further, it stated that the average spending power of Indians has gone up from $271 in 2012 to $705 in 2023. However, despite the increase in spending, 95% of the customers have less than $2,000 in financial assets.


India's digital commerce growth to witness $320-340 bn surge, fueled by ONDC: McKinsey

The Government-backed Open Network for Digital Commerce (ONDC) has reportedly appointed eight interim members to its executive committee, who will lead the company until a replacement is found for former CEO Thampy Koshy.

According to a report by Livemint, the eight executive members include, Vibhor Jain (current chief operating officer at ONDC), Nitin Mishra (chief technology officer), Supriyo Ghosh (senior vice president of technology), Nitin Nair (senior vice president of mobility), Hrushikesh Mehta, Marichi Mathur (senior vice presidents of network expansion), Krishan Agarwal (SVP, finance) and Deepti Pandey (Lead, HR).

Last week, ONDC said that Thampy Koshy resigned from the CEO post. His final day at the company is June 30, 2025. 

<a href="https://www.storyboard18.com/brand-makers/thampy-koshy-quits-as-ondc-ceo-third-senior-leader-to-depart-in-less-than-6-months-61968.htm">Thampy Koshy quits as ONDC CEO; Third senior leader to depart in less than 6 months</a>

However, Koshy will be available to the board for advice over the next three months.

ONDC has witnessed a couple of other resignations at the senior-level in the past few months. For instance, ONDC's chief business officer (CBO) Shireesh Joshi resigned in March this year citing personal reasons. RS Sharma, the non-executive chairperson of ONDC, resigned in December 2024 after serving for four months.

ONDC has been formed to create an open and inclusive digital commerce ecosystem in the country. The network hosts several buyer and seller apps across segments, such as Paytm, Ola, Delhivery, etc.

The government-backed initiative has crossed 200 million transactions on its network since its launch in September 2022. However, its retail segment, which includes food delivery and e-commerce, witnessed a drop in orders following the cut in financial incentives to sellers and customers.

The retail transaction reduced to 4.6 million in February 2025 from 6.5 million in October 2024.

ONDC appoints 8 interim members to executive committee after CEO Thampy Koshy's resignation

The Chief Executive Officer (CEO) of Open Network for Digital Commerce (ONDC) has reportedly stepped down from his position after years of stint.

According to a report, ONDC CEO Thampy Koshi's final day at the company is June 30, 2025. The report mentioned that the board has no immediate plans to find Koshy's replacement.

On Koshy's exit, ONDC said that the CEO expressed a desire to step down while helping with the change.

His responsibilities have been transitioned to an executive committee. However, Koshy will be available to the board for advice over the next three months.

This latest development has come after ONDC's chief business officer (CBO) Shireesh Joshi resigned in March this year citing personal reasons. Notably, RS Sharma, the non-executive chairperson of ONDC, resigned in December 2024 after after serving for four months.


ONDC, the government-backed initiative has crossed 200 million transactions on its network since its launch in September 2022. However, its retail segment, which includes food delivery and e-commerce, witnessed a drop in orders following the cut in financial incentives to sellers and customers.

The retail transaction reduced to 4.6 million in February 2025 from 6.5 million in October 2024.

Initially, ONDC provided financial incentives to onboard sellers, drive transactions, and fund customer discounts. Later, the network slashed the monthly cap on these incentives from Rs 3 crore in July 2024 to Rs 30 lakh at present.


ONDC has been formed to create an open and inclusive digital commerce ecosystem in the country. The network hosts several buyer and seller apps across segments, such as  Paytm, Ola, Delhivery, etc.

ECOMMERCE