Hemant Badri, Senior Vice President and Head of Supply Chain, Customer Experience & Re-Commerce, Flipkart Group, delves into the transformative trends shaping India's e-commerce supply chain in 2024. With the industry poised to reach new heights, he explores key initiatives including technological integration, personalized strategies, sustainability, and ethical integrity. From leveraging AI and IoT for efficiency to embracing localized supply chains, the future of e-commerce logistics is beyond just speedy deliverables — it's about enhancing experiences and aligning with human needs in this digital era.
E-commerce supply chains in India are profoundly impacting millions by streamlining better and faster access to whatever they desire. And it’s not just about delivering packages; it’s about connecting people, supporting small businesses, and weaving a web of community that brings us all a bit closer in this digital era.
India’s E-commerce market is expected to soar to $150 billion in 2026, from a valuation of $57–$60 billion in 2023.
The government’s forward-thinking projects, such as the Open Network for Digital Commerce, promise to elevate online shopping to new levels. Anticipating an average growth of 24%, we’re not just observing the rapid transformation of India’s e-commerce landscape; we’re part of a movement reshaping our lifestyle.Â
The growth of small businesses across the country is on the rise, thanks to various factors such as greater logistics connectivity, widespread smartphone penetration, and access to affordable data. With e-commerce, small businesses are reaching a wider audience and expanding their customer base beyond their local markets. E-commerce’s reach has expanded to tier-2 and tier-3 cities where it is democratizing access to a wide range of products. It not only brings convenience and choice but also fosters economic growth and digital literacy.
As India prepares for a surge in e-commerce investments, here are certain key trends that are definitively reshaping the e-commerce supply chain landscape:
Driving Progress Through Technological Integration and Innovation in Supply Chains
Advancements in supply chain technology, including IoT and AI, are set to create a more efficient future. The focus on integrating IoT with 5G technology in supply chains will significantly enhance the customer experience. This isn’t just about improving operational efficiency, but also about ensuring quicker, more accurate deliveries, directly impacting customer satisfaction.
Additionally, I believe zero-latency inventory management, where a system updates and manages stock levels in real-time without any delay, will also center on the customer. Instant adjustments to inventory levels in response to demand shifts will mean fewer situations where products are out-of-stock, enhancing reliability and trust in services.
The trend towards autonomous warehouse operations with AI and robotics will not only streamline processes but also create safer and more efficient work environments. This shift will improve job satisfaction among employees, allowing them to focus on more meaningful tasks, which in turn can lead to better customer service. We at Flipkart continue to invest in warehouse automation, including Automated Guided Vehicles (AGVs) and robotic systems to enhance order accuracy and increase efficiency.Â
Each of these technological trends is fundamentally about improving the experiences of people – customers and employees alike.
Fostering Sustainability and Ethical Integrity in Supply Chains
A core focus on sustainability in supply chains is becoming increasingly essential. Companies, including ours, continue to adopt more eco-friendly strategies across value chains. This shift towards efficient routing, sustainable packaging, and recycling reflects our commitment to responsibility and our vision for a better future. At Flipkart, we are already ahead of this trend, enhancing our sustainability commitment through the adoption of paperless invoicing. We have also redirected about 3,000 tonnes of waste from landfills in one year, marking significant progress in our sustainability commitment. Likewise, we have also established a bold Net Zero goal, aiming to create a sustainable ecosystem and foster ecological regeneration.Â
Ethical supply chains are also set to become a cornerstone of supply chain management. We recognize the importance of fair labor practices and ethical sourcing and are committed to prioritizing these aspects.Â
Enhancing Engagement with Customer-Centric and Personalized Strategies in Business
When we talk about customer-centricity, I see customization and personalization as key trends. Adapting our supply chains to efficiently handle a variety of customized products will ensure each customer enjoys a uniquely personalized experience.
I think one of the prominent areas where technology would create an impact is Personalized Shopping experiences. Advancements in predictive analytics and AI-driven forecasting will lead to more personalized experiences. E-commerce businesses must better anticipate market changes and understand customer behavior to align their offerings more closely with customer needs, ensuring the right products are available at the right time.
For India’s supply chain growth, the rise of Generative AI and advanced analytics will go beyond just optimizing operations 一 these technologies will transform customer interactions, making them smoother and more intuitive, from improved chat functions to more responsive search capabilities.Â
Lastly, in terms of personalization, I see a shift towards consumer-centric supply chain models and enhanced last-mile delivery. Currently, Flipkart is focusing on developing efficient and responsive supply chains that guarantee faster delivery time and superior customer service, directly addressing the consumer’s evolving expectations. At Flipkart, we offer premium experiences via our Plus and Plus Premium customer services, with the advantage of fast and effortless shipping, guaranteeing more rapid and convenient delivery for our customers.
Enhancing Omni Channel Logistics and Localized Supply Chains for Seamless Retail Experiences
I have also observed a major trend towards Omni Channel Logistics, which is poised to dominate the retail landscape. Companies, including ours, will focus on providing seamless customer experiences across value chains.
Simultaneously, the move towards Localizing Supply Chains is set to become a key strategy. We are investing in new, strategically located fulfillment centers across India, including recent launches in Uttar Pradesh, Telangana, Punjab, and Haryana. Our latest These centers, equipped with advanced technology, enhance our order processing and reduce delivery times, supporting a broad range of products, boosting local economies, and providing exceptional value to our nationwide customers.
A New Wave of Humane Supply Chains is the Future
As the e-commerce landscape in India undergoes rapid transformation, there will be a major shift towards improved customer and employee experiences, commitment to sustainability, and building ethical supply chains. Technology is set to be a major driver in transforming supply chain operations. This evolution is not just about efficiency; it’s about becoming more in tune with what people want and need. By leveraging these technologies, we can listen and respond to market trends and individual desires like never before. This makes our supply chains not only faster but also more thoughtful and aligned with human needs. Additionally, localization of supply chains will create personalized experiences for customers, ensuring that products and services are tailored to individual preferences and needs. Lastly, building trust with customers by enhancing clarity and trust across all processes will make the supply chain all the more efficient and humane.
