New Delhi: India’s e-commerce market is entering a structural shift, with growth increasingly driven by smaller cities, direct-to-consumer (D2C) brands and emerging formats such as quick commerce and social commerce, according to separate February 2026 reports by Boston Consulting Group (BCG) and McKinsey & Company. BCG estimates India’s e-commerce market, including digital services such as travel and ticketing, at $120-140 billion currently, projected to reach $280-300 billion by 2030. McKinsey, focusing ...