In terms of employment, e-commerce generates over 16 million jobs, in marketing, management, customer service, warehouse logistics and delivery. These are growing, and across the country, including rural, hilly and remote areas. E-commerce is resulting in a transformative impact on the Indian Economy, according to a landmark report released by the Pahle India Foundation (PIF), launched by Union Minister for Commerce & Industry, Piyush Goyal. According to Rajiv Kumar, Chairman of PIF and former Vice Chairman of Niti Aayog, “E-commerce has revolutionized India’s retail landscape. Our study provides a data-driven understanding of its impact on employment and consumer welfare, offering invaluable insights for policymakers and industry stakeholders”. The study was conducted across 35 cities in 21 states and union territories covering 12,000 participants-8,209 online consumers, 2031 offline sellers and 2002 online sellers. The study also analyzed the broader impact of e-commerce on consumer welfare, focusing on 6 parameters: convenience, competition, consumer confidence, access and inclusion, cost effectiveness and grievance redressal. Convenience emerged as the most effective parameter of consumer welfare, enabling consumers to surf various options, prices and decide from the comfort of their homes. Altogether, it allows greater and more transparent competition, removing information asymmetry, providing more choices and increased consumer confidence.

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