Rural E-Commerce and Last Mile Delivery: Challenges and Solutions in the Indian Context.

The opportunity in rural e-commerce beckons companies to make inroads to serve a larger market. However, the path to making inroads is marred with obstacles, and firms often choose to refrain to enter, albeit the market is laden with potential. The opportunity in rural e-commerce is valued at $10–12 billion. The article aims to articulate the preconceived notions in the minds of the customer which make traditional courier channels implausible in the rural context. It also addresses the challenges faced by companies when trying to surmount the last mile delivery to rural markets using the same channels that have been used in urban settings. By consolidating information from various secondary sources, the article puts forth viable options that can replace the traditional courier delivery, through suitable initiatives for the rural market, by also substantiating the same with examples.