Abstract

The rapid growth of e-commerce in India has fundamentally reshaped the retail landscape consumer behavior and the broader economy. Enabled by rising internet penetration affordable smartphones digital payment systems and government initiatives such as Digital India the e-commerce sector has emerged as one of the fastest-growing industries in the country. This paper examines the impact of e-commerce growth on traditional retail and consumer behavior in India. It explores how online platforms such as Amazon Flipkart and emerging startups have disrupted conventional brick-and-mortar stores reshaped shopping habits and expanded market access for small businesses. The study also analyzes challenges such as digital exclusion supply chain inefficiencies and regulatory hurdles. Through a literature review case studies and analysis of consumer trends the findings suggest that while e-commerce creates opportunities for efficiency and inclusivity its success depends on coexistence with traditiona