India’s e-tailing industry has the potential to grow from USD0.6 billion in 2012 to USD76 billion by 2021 – more than a hundredfold in 10 years. What do firms need to know about e-tailing in India to ride this wave of growth? India’s e-tailing industry India’s e-commerce market is projected to reach USD20 billion by 2015. By 2021, the projected growth would be a hundredfold, from USD0.6 billion in 2012 to USD76 billion. India’s e-tailing sector is booming, dominated by start-ups with backing from venture capital funds and driven by the younger generation. The sector’s growth as well as the rise in number of Internet users in India is attracting established players to enter the e-commerce business. Why is e-commerce booming? India’s e-commerce market is set to reach USD6 billion in 2015 with scope for more growth due to the growing Internet user population and increased usage of mobile phones. Some of the key factors behind this growth include: Rise in Internet user