Over the past 5 years, Indian e-tailing market has grown at a 40% CAGR from USD 4BN in 2014 to USD 24bn in 2018. While the rapid growth benefitted the leading e-tailers and more importantly consumers, it came at an expense of affecting traditional retailers whose sales were directly impacted. Even thousands of sellers who came in large numbers to list on marketplaces hoping to ride the e-commerce growth wave were left disappointed as sales were largely driven by mobiles and electronics – the two categories dominated by marketplace linked and preferred sellers.
This resulted in uniting a st
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