India is not currently in a prolonged recession, but the country has experienced significant economic disruption in recent years. During 2020–21, India's real GDP contracted by 6.6%, before the economy recovered with strong growth in the following year.
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Government of India — GDP data
The impact of economic uncertainty has also been visible in the employment market, particularly across technology and startup companies. For many professionals, this has created a new question: should one income source and one employer be the only plan for the future?
The answer for an increasing number of Indians appears to be entrepreneurship and independent work.
More Indians Are Thinking About Working for Themselves
LinkedIn's latest Workforce Confidence Index found that 73% of professionals in India are interested in working for themselves in the near future, rising to 79% among women. At the same time, LinkedIn's Economic Graph recorded a 104% increase in business launches between July 2024 and July 2025.
LinkedIn
LinkedIn — More Indians look to start up
This does not necessarily mean everyone is leaving their job. Instead, people are increasingly exploring side businesses, independent work and alternative sources of income.
One of the biggest opportunities supporting this change is e-commerce.
India's E-commerce Market Is Growing Fast
India's online commerce market is expanding rapidly. According to Google and Deloitte, India's e-commerce market reached around $90 billion in 2025 and could grow to more than $250 billion by 2030. The report also expects another 150 million Indians to become online shoppers between 2025 and 2030.
Google
Google — The four forces shaping India's e-commerce future
India’s e-commerce market growth
Google and Deloitte estimate the market could grow from about $90 billion in 2025 to more than $250 billion by 2030.
The growth is not only coming from major metropolitan cities. Digital commerce is reaching smaller cities and bringing more consumers and businesses into the online economy.
Between 2019 and 2025, India added 110 million new online shoppers, while the number of online merchants doubled. UPI has also become a major part of India's digital infrastructure, with more than 400 million users supporting the country's shift towards digital payments.
Google
More Businesses Are Moving Online
The growth can also be seen in the number of businesses selling through digital platforms.
In September 2026, Amazon India announced that its seller base had crossed 20 lakh sellers, with more than 3 lakh new sellers joining in the previous year. The seller community includes businesses ranging from first-generation entrepreneurs in Tier-3 towns to established brands.
US Press Center
Amazon India — Seller base crosses 20 lakh
This shows that e-commerce is no longer an opportunity reserved only for large companies. More individuals and smaller businesses are finding ways to participate in India's growing digital economy.
Why E-commerce Is Becoming an Alternative
Starting a traditional retail business can require a physical shop, inventory, storage, employees and significant upfront investment.
E-commerce can remove or reduce many of these barriers. An entrepreneur can build an online presence, showcase products and potentially reach customers across India without needing the same physical infrastructure as a traditional store.
This is where platforms such as factori.com can become relevant.
Through its Retailing platform, factori.com brings together important parts of starting an online business, including the online store, product catalogue, payments and fulfilment. This allows aspiring entrepreneurs to spend less time dealing with technical and operational setup and more time promoting their store and building their brand.
From Job Seekers to Business Builders
India's shift towards entrepreneurship is not simply about people quitting their 9-to-5 jobs. It is about having more choices.
A professional can start an online business alongside their job. A local retailer can take an existing business online. A student can experiment with e-commerce. Someone facing job uncertainty can explore another source of income.
With India's digital economy expanding and e-commerce expected to grow significantly over the next few years, the internet is becoming not just a place to find a job but also a place to build a business.