An On-Offline Story: How local kirana stores adapt and thrive amidst eCommerce rise

Ecommerce is driving significant job creation in India, employing 54% more people compared to offline businesses. Initiatives like Amazon’s 'I Have Space' and platforms such as Flipkart are generating jobs across logistics and customer service, especially in rural areas. The sector is also enhancing female employment. While technology boosts efficiency, it raises concerns about job losses and digital divide. Despite challenges like grievance redressal and rising costs, ecommerce and traditional retail are evolving together, promising inclusive and sustainable economic growth.