Online marketplaces, particularly Amazon, played a pivotal role in propelling the smartphone market in India beyond the 100 million unit annual sales threshold

Approximately a decade ago, when online marketplaces like Amazon and Flipkart were in their nascent stages and smartphone sales through these platforms were in its infancy, the annual smartphone sales were less than 100 million units. Undoubtedly, the advent of 4G and Jio significantly contributed to the growth of smartphone sales, as 4G or Broadband Wireless Access (BWA) began to impact our daily lives in a substantial manner. We experienced the tangible benefits and value of connectedness. However, it is crucial to acknowledge the significant contribution of online marketplaces, such…