December extended a pattern Amazon itself has been signalling all year: record visits, broader category exploration, but shorter attention windows.
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Indian e-commerce has always been dynamic. But in 2025, the ground beneath it is shifting in a way that is structural, not seasonal.
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Structural resets like GST 2.0 e-commerce impact happen maybe once a decade. Most brands will treat it as compliance. A few will treat it as positioning.
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