India’s e-commerce enablement space is expanding rapidly, driven by the structural shift of merchants toward direct-to-consumer (Direct Commerce) channels and the formalization of retail. New-age horizontal enablement platforms offer a critical suite of order fulfilment and supporting services (checkout, payments, CRM, analytics) that simplify transaction lifecycles for MSMEs and large brands, capturing take rates of up to 20% of enabled GMV. Online domestic retail is projected to rise to 14-15% of total retail GMV by CY2030, driven by the expansion of tier 2+ cities (which contributed 45% of online domestic retail GMV in CY2025) and emerging business models. Direct commerce represents a massive opportunity, expected to reach a GMV of USD 9-11 billion in CY2025 with an estimated growth CAGR of 20-25% through CY2030P. [1]
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