A report on the Consumer E-commerce Potential in India released by the Internet and Mobile Association of India (IAMAI) and Intelink Advisors says that about 150 million people in India are ready for e-commerce today. The report further highlights that less than 10 million are engaged in active e-commerce today.
Commenting about the measures needed to drive the adoption of e-commerce, Dr Subho Ray, president, IAMAI says, "Inadequate infrastructure has prevented the e-commerce category to realise its full potential in India. Indian e-commerce players haven't been able to address the concerns of the consumers either."
Ray further adds that the focus should be firmly on introducing innovative services and delivery models and set-up high standards of safety and quality of services.
Highlighting the need for an integrated effort from the industry and government to come up with achievable solutions to bridge the gap between the estimated potential and the current consumer participation in e-commerce, Ray adds, "There has been a lot of improvement of late, be it the introduction of 3G services, or the government's efforts to improve financial inclusion, as well as achieve greater broadband connectivity, digital education, and training. However, a lot more will need to be done, to realise the full potential of e-commerce in India."