Has 2021 been a watershed moment for India's e-commerce industry?

New forms of online distribution and business models like live commerce, quick commerce, group buying, WhatsApp commerce, dukaantech and D2C roll-up have made their mark this year

Even as the Covid-19 pandemic led to a spike in digital adoption in 2020, it was only this year that the consequences of that shift became apparent. Funding to tech start-ups hit record levels, a new unicorn company seemed to be around the corner at every point, and software salaries remained a talking point throughout the year, not just during the customary placement season.
 
While the tech start-up ecosystem was abuzz with these happenings, a larger shift was underway in the e-commerce industry. New forms of online distribution and business models like live commerce, quick commerce, group buying, WhatsApp