Description: The retail sector is an important pillar of the India’s economic development. The Indian retail sector is characterised by a symbiotic presence of physical stores and electronic commerce (e-commerce) channels. However, the distinction between physical retail and e-commerce is blurring. Given the higher growth in e-commerce, many physical retailers are also integrating digital technologies to increase their sales.
The report draws on a survey of 1,030 consumers in 10 urban and semi-urban cities across India to understand their shopping preferences. It finds that physical retail and e-commerce operate within a mutually reinforcing ecosystem, where competitive pressures and complementarities drive innovation, accessibility, and better outcomes for consumers.
Attribution: Meghna Bal, Tamanna Sharma, and Shweta Venkatesan. Assessing the Complementarity of Physical and Digital Retail . May 2026, Esya Centre