Amazon adopts new e-commerce strategy for smaller Indian towns

The next e-commerce battle is no longer about reaching more PIN codes but about winning consumers in tier-2, tier-3 and smaller towns, where the bulk of incremental demand is now emerging. Industry estimates show nearly 63% of e-commerce orders originate from these markets, prompting companies to rethink strategies that were once built around metros.

While Flipkart has entrenched itself in mass-market retail, Meesho has built a strong value-commerce proposition and quick commerce players are redefining convenience.