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Affordable data prices play a significant role, driving e-commerce adoption by making data plans accessible to more people. Other drivers include the increasing number of smartphone users, the dominance of Unified Payments Interface (UPI) in digital transactions, and the availability of local language content. Invest India highlights the shift towards rural-driven e-commerce, with substantial demand anticipated from tier 2-4 towns and rural areas by 2026, supported by government initiatives and the rise of quick commerce. Overall, Invest India s report paints a compelling vision of India emerging as a global e-commerce powerhouse by 2030, buoyed by a growing internet user base, affordable data access, and a robust digital infrastructure.