# India digital economy and e-commerce trends > Live situation record from CLSTR: https://clstr.news/situations/india-digital-economy-and-e-commerce-trends > Updated: 2026-09-08T10:11:56.000Z. Sources: 7. Developments: 2. India’s digital economy is experiencing structural shifts in retail media and e-commerce models. Platforms like Flipkart are adapting to a mobile-first, price-sensitive market by integrating sponsored listings and video formats directly into the shopping experience. Meanwhile, digital-first brands in sectors such as beauty and personal care are finding that they must transition to omnichannel strategies to scale, as physical retail continues to dominate a large portion of the market. As the sector moves toward major seasonal peaks, e-commerce platforms are preparing for annual festive sales, such as Flipkart’s Big Billion Days and Amazon’s Great Indian Festival. These events are projected to drive significant year-on-year growth in online sales. However, the surge brings specific challenges, including consumer concerns regarding inflated pricing strategies used to exaggerate discounts, as well as operational risks for brands such as high cart abandonment and increased return rates from Tier 2 and Tier 3 markets. ## Timeline ### 2026-09-08: India e-commerce festive sales expected to drive massive growth India's major e-commerce festive sales, including Flipkart's Big Billion Days and Amazon's Great Indian Festival, are approaching, driving massive market growth and operational challenges for brands. 4 sources. https://clstr.news/cluster/india-e-commerce-festive-sales-expected-to-drive-massive-growth ### 2026-08-26: India's digital economy sees shifts in retail media and e-commerce models India's digital economy is evolving as Flipkart scales mobile-centric retail media and beauty brands face the challenge of transitioning from digital-first to omnichannel retail models. 3 sources. https://clstr.news/cluster/indias-digital-economy-sees-shifts-in-retail-media-and-e-commerce-models --- Cite as: India digital economy and e-commerce trends. CLSTR, https://clstr.news/situations/india-digital-economy-and-e-commerce-trends