International Journal of Commerce, Management and Social Sciences

E-commerce has emerged as a significant driver of socio-economic transformation in rural India by expanding access to markets, information, and digital services. Rural regions, which constitute a major share of India‘s population and productive workforce, have traditionally faced challenges such as limited market access, infrastructural constraints, information asymmetry, and dependence on intermediaries. The growing penetration of mobile technology, internet connectivity, and digital platforms has gradually altered this landscape. A conceptual analysis of existing literature and policy frameworks highlights how e-commerce enables rural producers, farmers, artisans, and micro-entrepreneurs to reach wider markets, improve price realization, and enhance productivity. Digital marketplaces facilitate direct producer–consumer linkages, promote entrepreneurship, and support income diversification in rural economies. In addition to economic benefits, e-commerce contributes to social outcomes by encouraging financial inclusion, improving digital literacy, and enhancing participation of women and smallholders in economic activities. Government initiatives such as Digital India, e-NAM, and digital payment systems further strengthen the institutional environment supporting rural e-commerce. However, structural challenges persist in the form of digital divides, inadequate logistics, limited connectivity, and regulatory gaps. Addressing these issues through inclusive policies and infrastructure development is essential to realize the full potential of e-commerce in fostering sustainable and equitable rural development in India.