New Delhi, Feb. 25 -- India's direct-to-consumer (D2C) e-commerce channel is projected to grow nearly three times faster than traditional online marketplaces, reaching up to USD 60 billion by 2030, according to a McKinsey & Company report released in February 2026.
The report, titled "The great unbundling of Indian e-commerce: MSMEs and the direct-to-consumer revolution," highlights that India's e-commerce penetration, currently estimated at 6-8 per cent of total retail, could rise to 9-11 per cent by the end of the decade.
Within this growth, the D2C channel is expected to increase from USD 10-12 billion in 2025 to USD 55-60 billion by 2030.
The analysis notes that micro, small, and medium enterprises (MSMEs) are likely to drive nearly ...