In a push to boost India’s e-commerce exports, Amazon Global Selling is helping thousands of small businesses go international. Srinidhi Kalvapudi, Head of Amazon Global Selling India, in an exclusive interaction with the Daily Jagran, explains how digital tools, global logistics and government partnerships are transforming Indian exporters into global sellers.

1. How is Amazon Global Selling empowering Indian MSMEs to become successful global brands, and what makes it easier today for them to export compared to traditional methods?

Earlier, Indian businesses had to navigate trade fairs, sourcing networks, and complex shipping to reach international customers. Today, thanks to e-commerce platforms like Amazon, exports have become far more accessible. With Amazon Global Selling, MSMEs can sell directly to customers in global markets without setting up a physical presence abroad. The platform gives sellers access to multiple global marketplaces, logistics support, digital tools, and payment solutions. Since its launch in 2015, Amazon Global Selling has helped over 1.5 lakh Indian exporters from 28 states and 200+ cities. With exports crossing $13 billion by end-2024, Amazon now aims to enable $80 billion in e-commerce exports from India by 2030.

2. What role does technology, particularly AI, ML, and data analytics, play in helping sellers identify market demand, optimise operations, and scale globally?

Technology plays a vital role in helping exporters grow. Amazon has integrated AI and machine learning across its platform, from personalised recommendations to warehouse operations. For exporters, these tools offer insights into customer behaviour, market demand, and pricing strategies. Features like Build International Listings (BIL) help sellers list products across global markets in local languages, while synchronising pricing and content. Through Seller Central, businesses can access market trends, manage logistics, and fine-tune their listings. These innovations lower the barrier for small sellers to experiment in new markets without heavy upfront investments.

3. There have been many partnerships with government bodies. How are these collaborations helping to drive e-commerce exports from various states?

Amazon is working closely with central and state governments to promote e-commerce exports. It has signed MoUs with several states, including Karnataka, Gujarat, and Uttar Pradesh. In 2023, Amazon partnered with the Directorate General of Foreign Trade (DGFT) under the Districts as Export Hubs initiative, conducting training sessions across 20 districts and helping over 3,000 MSMEs. This partnership has now expanded to 47 districts with specialised workshops led by Amazon experts. The company is also building offline Export Communities to mentor new and existing exporters. Additionally, Amazon is integrating its Export Navigator dashboard with DGFT’s Trade Connect portal to guide sellers on taxation, certifications, and export compliance.

4. How are Indian exporters leveraging Amazon’s cross-border logistics and warehousing solutions to effectively serve customers across different countries?

Amazon’s logistics solutions are helping Indian sellers overcome key export challenges. The Export Navigator dashboard offers step-by-step guidance on compliance and connects sellers with expert service providers. With Fulfilment by Amazon (FBA), sellers can store products in Amazon’s global warehouses, while the company handles packing, shipping, and customer service. The SEND program further supports FBA sellers by managing international shipping from India to markets like the US, UK, and Germany. Another key benefit is faster payments—sellers receive money in their local bank accounts within 7 to 14 days, compared to traditional export cycles of 90 to 120 days.

5. What are some of the major shifts in global consumer behaviour that Indian sellers should be aware of, and how can they adapt their products for diverse international audiences?

Global e-commerce is growing fast, with markets like the US, UK, Germany, and Canada seeing a rise in online shopping. Indian sellers need to localise their offerings to cater to these diverse audiences. This means translating content, adjusting packaging, modifying sizes or colours, and aligning with local preferences. Pricing strategies should reflect local market dynamics, and sellers must comply with region-specific regulations like safety labels and environmental standards. Amazon provides access to over 18 international marketplaces, helping sellers tap into demand year-round across multiple geographies.

6. With Amazon-enabled exports crossing $13 billion, and a target of achieving $20 billion by 2025 and $80 billion by 2030, what strategies are in place to meet these ambitious goals?

Amazon is focused on scaling exports by enabling more Indian businesses, from MSMEs to manufacturers and D2C brands, to sell globally. The company is seeing strong demand for Made-in-India products in categories like home and kitchen, apparel, toys, and Ayurvedic health products. By working closely with trade bodies, government agencies, and small businesses, Amazon plans to strengthen its support network and expand its global reach. The company remains optimistic about India’s export potential and is investing in resources to help sellers succeed internationally.

7. What are your views and future plans for Quick Commerce?

Quick commerce is growing rapidly, especially in metro cities, as consumers demand speed and convenience. Amazon has launched a pilot program called ‘Amazon Now’ in select Bengaluru pin codes to deliver daily essentials quickly. However, the company’s broader focus remains on offering a wide product selection and reliable delivery across the country. Amazon sees quick commerce as a complementary offering but continues to prioritise reach, variety, and customer experience at scale.