Amazon India’s e-commerce export initiative, Global Selling, is set to cross $13 billion in cumulative exports from India by the end of 2024.

The company aims to further bolster this growth, targeting $20 billion in exports by the end of 2025.

“Global Selling is empowering Indian MSMEs to tap into global markets,” said Bhupen Wakankar, director of Global Trade at Amazon India. “Our technology investments are enhancing product visibility and driving sales growth.” The exports were around $8 billion in 2023.

Launched in 2015, the programme has enabled over 1.5 lakh Indian exporters to sell more than 40 crore ‘Made in India’ products across international markets. Maharashtra, Delhi, Gujarat, Rajasthan, and Karnataka are leading the way in terms of export contributions, with notable increases from over 200 Indian cities.

The programme’s success is evident from a 20 per cent increase in the seller base over the past year. This growth is further fueled by the government’s ambitious export targets and ongoing reforms.

Wakankar highlighted the positive impact of recent initiatives such as the Foreign Trade Policy and the finance minister’s emphasis on e-commerce export hubs. “These reforms are significant tailwinds for us,” he said. “There is no reason why India shouldn’t be among the top five countries for global trade exports.”

The Exports Digest 2024 revealed strong growth trends in various product categories, including beauty products, apparel, health and personal care, toys, and home goods. The United States, the United Kingdom, Canada, Germany, France, Italy, Spain, and Mexico are among the top international markets for Indian sellers.

Smaller cities are also contributing significantly to the export boom, with Anand in Gujarat leading the way with $89 million in sales for 2023. Other cities demonstrating strong export activity include Gautam Buddha Nagar, Karur, Haridwar and Panipat.

Case studies such as Luxmi Estates, a Calcutta-based tea brand, highlight the programme’s impact. The Calcutta-based brand is taking desi chai to tea-lovers across multiple countries.

The pandemic led the family-run estate, which predominantly sold via auctions and retailed in Calcutta, to begin selling on Amazon in India and across the world. Today, the US is their biggest market, accounting for 70 per cent of their sales via Amazon, apart from orders in Singapore and Canada. They now make ₹1.5 to ₹2 crore in sales via Amazon monthly, the retailer said.

Data shared by the retailer showed that there were over 28,000 exporters in the programme from Delhi.

Over 3,500 exporters are registered from Calcutta, North 24 Parganas, South 24 Parganas, Hooghly, Bardhaman, Darjeeling, Howrah among others.