India, Feb. 14 -- With increased penetration of smartphones along with cheaper internet plans, Indian ecommerce has seen rampant growth in the past half a decade. According to an IBEF report, ecommerce in India is growing at a compounded annual growth rate of 51% from 2017 to 2020 which is one of the highest in the world.

But when compared to the overall retail industry of India, ecommerce still falls apart far behind as the majority of India, especially in Tier 3 cities and beyond. Smaller brick and mortar stores still constitute the commerce in these parts. This clearly highlights that there's still a long way for ecommerce to enable everyone to shop online.

However, in the last two-three years, a new phenomenon has taken most Tier 2 ...