Are e-commerce & direct selling a part of wholesale or retail trade?
As the retail sector in India is evolving, it is likely that different non-store retail formats will evolve and grow. Easier access to credit card facilities and convenience of getting the product delivered at home or workplace have made these a growing component of retail trade. E-commerce and other non-store retail formats like direct selling have grown at an average rate of over 20% in the past few years and have successfully penetrated into smaller cities. A number of Indian entrepreneurs such as the Future Group have ventured into e-commerce. Since FDI is allowed in non-store retail formats through the wholesale sale, cash and carry route and other routes like test-marketing and own-manufacturing, foreign companies have invested in these segments. For example, in direct selling, companies such as Amway, Avon, Oriflame
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