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India has the second largest number of smartphone users from across the world after China, according to information provided by Statista. And as mobile
penetration continues to deepen in the country, they often provide the first exposure to the Internet for many Indians living beyond metro-based cities.
This exposure has a deep impact on how they interact with the world around them, especially how they shop and trade. In a country where shopping meant either visiting traditional brick and mortar stores in neighbourhood markets, open-air bazaars or glitzy multi-storied malls, e-commerce has truly captured the imagination of the Indian consumer in new and exciting ways. ....