It is now clear from the events that transpired over the past year that the country has experienced a paradigm shift in terms of customers moving online. While the digitization of India has continued for a few years now, the increasing smartphone usage, internet penetration, and the pandemic have left a lasting impact on Indian businesses. Changes are observed also in the means adopted by customers, as they aren’t shying away from online shopping. From the initial months of the lockdown, people were confined to their homes, and this has impacted the shopping choices, giving brands across industries an opportunity to leverage e-commerce portals and other models like D2C.