The Indian B2C/C2C e-commerce sector has grown rapidly in the last 5 years to reach US $11 billion in 2013 (Fig 2). This segment is expected to grow to US $60 billion by 2017, making India the fastest growing e-commerce market in the APAC region. The major factors driving this growth are decreasing cost of devices (PC & mobile), increasing internet penetration, more payment options backed and lastly changing consumer preferences.
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