The Rise of Amazon’s Small Sellers in Indian Export Market

Amazon, the e-commerce giant, aims to boost merchandise exports worth $20 billion from India by 2025. The company plans to achieve this target by onboarding thousands of small sellers onto its platform. Bhupen Wakankar, the director of global trade at Amazon, expressed his optimism about the growth potential and emphasized the demand for “Made in India” products in international markets.

Amazon Global Trade, the business-to-consumer (B2C) exports platform, was launched in 2015 with a limited number of sellers. However, it has witnessed significant growth since then. Currently, Amazon has facilitated more than 100,000 small manufacturers in selling a diverse range of products to customers worldwide. Wakankar highlighted that many first-time exporters, including individuals who transitioned from corporate jobs to e-commerce, have joined the platform. The support provided by Amazon, including logistics assistance and access to over 200 million Amazon Prime members globally, has contributed to the annual business growth of small exporters by 70 percent.

Within the e-commerce platform, certain product categories have shown remarkable growth. Beauty, apparels, home, kitchen, furniture, and toys have emerged as the frontrunners in terms of sales. Furthermore, Indian products have gained popularity during festive seasons such as Halloween, Thanksgiving, Black Friday, Cyber Monday, Christmas, and New Year in countries like the United States, Britain, Canada, Australia, and Germany.

India’s overall exports of goods experienced a 7 percent decline year-on-year during the first seven months of the current fiscal year. In this challenging economic scenario, Amazon’s initiative to promote exports by small sellers provides a ray of hope. By offering a global selling program at a significantly reduced subscription fee, Amazon aims to encourage more businesses to explore export opportunities and expand their market reach.

Amazon’s focus on empowering small sellers in the Indian export market showcases its commitment to fostering entrepreneurship and trade growth. By leveraging e-commerce capabilities and the popularity of “Made in India” products, Amazon is well-positioned to facilitate the achievement of the $20 billion export target by 2025. As more sellers join the platform, India’s export sector is likely to witness a positive transformation, benefiting both the sellers and the economy at large.


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