Amidst the challenges of the last two years, there has been a growing focus on online commerce and how local small businesses can leverage technology to reach out to customers across the country. An emerging trend is of people using social networks to start their entrepreneurial journey. This is expediting the penetration of digital commerce in smaller towns across India.

At Amazon, we have always been focused on transforming how India buys and sells. In line with our continued commitment to explore new ways to digitally empower lakhs of entrepreneurs and small businesses across India and help them delight customers all over the country, we are happy to announce that we are bringing GlowRoad, a young exciting social commerce company, into Amazon.

Founded in 2017, GlowRoad has built a great service with resellers who sell products directly from manufacturers and wholesalers in their neighbourhood through their social networks. Millions of micro-entrepreneurs including students, home entrepreneurs and other small businesses from hundreds of cities across India are today connected with GlowRoad. The acquisition will help complement GlowRoad’s already loved service with Amazon’s technology, infrastructure, and digital payments capabilities, bringing more efficiency and cost-saving for everyone in the value chain – the manufacturers, the resellers and the customers.

In addition, cross-listing opportunities for sellers on and GlowRoad will widen the selection for customers.

GlowRoad will continue as an independent mobile application. With competitive offers, referral opportunities, and wallet credits, re-sellers will have more opportunities to earn and grow. In addition, cross-listing opportunities for sellers on and GlowRoad will widen the selection for customers.

As this space evolves, it presents an exciting opportunity to leverage the power of technology and social networks and accelerate entrepreneurship across India while making online shopping convenient and trusted for thousands of new-to-e-commerce customers, especially in smaller towns and cities across the country.

We will lean on years of our experience of serving customers and small businesses and will continue to innovate on their behalf and make a meaningful impact in their lives.

As always, it is still Day 1 and we are just getting started.