A report by Deloitte and Google forecasts that India's e-commerce sector will reach $250 billion, largely fueled by Gen Z consumers who prioritize convenience and authenticity in their shopping experiences. The Confederation of All India Traders (CAIT) has expressed concerns over the potential impact of unregulated e-commerce on traditional retail, which remains a crucial source of employment in the country. CAIT's secretary general, Praveen Khandelwal, emphasized the need for an enforceable e-commerce policy to ensure fair competition. The report highlights a significant shift from intent-based shopping to discovery-led commerce, where purchases are influenced by social content and recommendations rather than direct searches. Additionally, creator-led and live commerce are becoming key drivers of sales, particularly among younger consumers in smaller cities. As e-commerce expands beyond metropolitan areas, improved logistics and digital payments are facilitating this growth. However, the increasing influence of digital channels poses challenges for small retailers, prompting calls for regulatory safeguards to protect their livelihoods.