Online shopping in India keeps growing, from big marketplaces to quick-commerce apps that deliver in minutes. Starting an e-commerce business is easier than ever, but it is also more competitive. This case study, based on Abe Mart, an e-commerce business I helped kick-start, walks through what you need to plan, updated with what has changed since we launched.
Why e-commerce is still worth starting
- More Indians shop online every year, including in smaller towns.
- UPI and digital payments make checkout simple.
- Tools like Shopify, WooCommerce and marketplace seller programmes make it possible to launch with a small team.
- Social commerce and WhatsApp let you sell directly to customers who already follow you.
The catch: customer acquisition costs have risen, and big players set customer expectations for delivery speed and returns. Planning matters.
Step 1: Decide where you will sell
Will you sell on your own website or app, on marketplaces like Amazon and Flipkart, through ONDC, on quick-commerce apps, or a mix? Your own store gives you customer data and better margins. Marketplaces give you ready traffic but charge fees and own the customer relationship. Many brands start on both.
Step 2: Build sourcing and operations
You need a reliable supply of products. If you rely on external suppliers, you need a sourcing team. If you make your own products, a product team takes its place and handles raw material sourcing. Plan warehousing, packaging, delivery partners, cash on delivery, and returns. In India, failed cash-on-delivery orders (return to origin) can quietly eat your margins.
Step 3: Sort out registrations and licences
Depending on what you sell, you may need:
- GST registration. Usually needed to sell through marketplaces, with some exemptions for small sellers. Check the current rules with your accountant.
- FSSAI licence for food products.
- Product-specific licences, for example for cosmetics, supplements or electronics.
- Clear policies for returns, refunds, privacy and grievances, as required under India’s consumer protection e-commerce rules and data protection law.
Step 4: Brand and customer experience
The website and app are where customers meet your brand. Make them fast, simple and mobile-first. Show clear prices, delivery times and return policies. Collect reviews from the first orders onwards, because new brands live or die by social proof.
Step 5: Marketing
Here is how I would market a new e-commerce brand in 2026:
- Own your name. Secure the domain and social handles, and set up Google Business Profile if you have a physical presence.
- Meta Ads. Start with creator-style videos and product demos. Once tracking is in place, run Advantage+ sales campaigns with your product catalogue. See how much Facebook ads cost in India.
- Google Ads. Shopping and Performance Max with a clean Merchant Center feed, plus Search for your brand and best products. See Google Ads management.
- Tracking. Set up the Meta Conversions API and Google enhanced conversions from day one, so the platforms learn from real purchases.
- Retention. WhatsApp, email and repeat-purchase offers. Getting a second order is far cheaper than finding a new customer.
- SEO. Useful category and product pages, and content that answers buyers’ questions, so you rank in Google and appear in AI answers.
It is a good idea to bring in someone to handle marketing, rather than trying to do everything yourself while running operations.
Lessons from Abe Mart
- Operations make or break the customer experience, so plan them before you spend on ads.
- Start with a focused range, then expand based on what sells.
- Track everything from the first order, so you know which channels bring profitable customers.
If you are looking for someone to plan your launch or handle your marketing, book a call with me, or apply for a free Meta Ads audit.
Frequently asked questions
Do I need GST registration to start an e-commerce business in India?
Usually yes if you sell through marketplaces, though some small sellers are exempt. Rules change, so confirm with a chartered accountant before you launch.
Should I sell on my own website or on marketplaces?
Many brands do both. Marketplaces bring ready traffic, while your own website gives you customer data, better margins and control over the brand.
What is the best way to market a new e-commerce brand?
Start with Meta ads using creator-style videos, add Google Shopping and Performance Max, set up accurate tracking, and build repeat sales through WhatsApp and email.
