McKinsey Reports MSMEs to Drive Nearly Half of India's E-Commerce Growth by 2030

A McKinsey report projects India's e-commerce share of retail could rise from 6% to 11% by 2030, with MSMEs driving nearly half of this growth. MSMEs contribute about USD 1 trillion annually, roughly 30% of GDP, operating in a fragmented retail landscape alongside large retailers. Government initiatives like ONDC are lowering entry barriers, enabling MSMEs to reach consumers via marketplaces, quick commerce, and direct-to-consumer channels, with D2C adoption accelerating rapidly.