E-commerce boosting job creation, driving inclusive growth

The e-commerce industry is a powerful instrument to create employment for both skilled and semi-skilled people and women. The sector has the potential to beat market barriers and link consumers and businesses directly. The government is betting big on Open Network for Digital Commerce (ONDC) - an initiative launched with an aim to digitise the value chain, standardise operations, promote the inclusion of suppliers and enhance value for consumers. It is touted to democratise the country's e-commerce landscape as the industry grows and continues to change dramatically in the foreseeable future.

According to Deepak Jain, founder, of the Fragrance People, e-commerce significantly alters customer behaviour, necessitates and buying patterns. The industry has been swept up by the adoption of new technology, large customizability, policy emergence and smart integration with comprehensive solutions.

He said that the industry also enables a wide range of employment opportunities right from web designing, copywriting, marketing, pick up-packaging and finally delivery. In 2018, the market value of India's e-commerce industry was approximately $ 22 billion. It is expected to reach $350 billion by 2030.

Jain said that e-commerce businesses have large IT infrastructures and many run different technology solutions and utilise a sizable amount of hardware in their workplaces and storage facilities. 

"The wider acceptance of digital tools is pushing for the requirement of tech people to manage the complex infrastructure. Marketing is also a critical component of e-commerce as specialists assist businesses in tracking and comprehending current market trends," he said.

The rising graph of e-commerce backed by the government's push to digitisation shows that the sector has the potential to create millions of jobs and thus drive overall growth. According to a report by TeamLease, e-commerce firms are ramping up hiring consistently to meet the demand. According to an estimate, close to 800,000 new jobs were created till Diwali last year.

The demand for gig workers is not just restricted to tier-1 cities. Tier-2 and tier-3 towns have reported an increase in demand for workers.