In an era where globalisation once favoured multinational corporations, digital platforms and artificial intelligence (AI) are fundamentally transforming the landscape of international trade. This shift empowers small-scale entrepreneurs, particularly in emerging markets like India, to emerge as formidable exporters. By providing direct access to global markets and sophisticated analytical tools, these technologies are levelling the playing field, allowing individuals from diverse backgrounds to participate in cross-border commerce with unprecedented ease. As business school students, understanding this democratisation is crucial, as it redefines traditional supply chain models and opens avenues for innovative ventures.
E-commerce as the backbone of exports
E-commerce has become the cornerstone of this revolution, serving as a primary conduit for exports that bypasses conventional barriers. Globally, e-commerce sales are projected to reach $6.86 trillion in 2025, reflecting an 8.37% growth from the previous year. In India, e-commerce exports stood at $4–5 billion in financial year 2023, with projections indicating a doubling by 2025, driven by enhanced digital infrastructure. This growth is not confined to urban centres; notably, the share of tier-3 cities in India’s e-commerce ecosystem rose from 34.2% in 2021 to 41.5% in 2022, illustrating how digital tools are bridging geographical divides.
Digital platforms as modern trade routes
Platforms such as Amazon Global Selling, Alibaba, and India’s Open Network for Digital Commerce (ONDC) function as modern equivalents of the ancient Silk Roads, facilitating seamless connections between sellers and international buyers. For instance, Amazon has enabled over 150,000 Indian exporters from more than 200 cities to achieve cumulative exports of $13 billion by the end of 2024, with a target of $20 billion by 2025. These platforms eliminate the need for costly overseas offices or intricate logistics networks.
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An artisan in Jaipur, for example, can now directly market handmade goods to consumers in New York or Dubai, leveraging integrated services for shipping, payments, and compliance. The inauguration of India’s first e-commerce export hub in March 2025 further bolsters this ecosystem, offering state-supported facilities for storage, packaging, certification, and logistics – essential for small enterprises lacking resources.
AI-powered export intelligence
Complementing these platforms, AI is democratising export intelligence, once the preserve of large firms. Tools like Google’s Market Finder, Tridge, and Export Genius harness big data to identify viable markets, analyse competitor pricing, and forecast demand, thereby mitigating risks for novice exporters. Remarkably, 76% of organisations focused on export supply chains have adopted AI, yielding tangible benefits: up to 65% reduction in customs processing time, 23% improvement in delivery reliability, and 21% decrease in export inventory holding costs. AI also enhances supply chain visibility, providing early alerts to disruptions and optimising warehouse management. For entrepreneurs, this means informed decisions on product selection, targeting, and pricing, all achievable with minimal investment.
Implications for aspiring entrepreneurs
The practical implications are profound. Entrepreneurs from rural or semi-urban areas can now access global buyers at low cost, armed with AI-driven insights to navigate markets effectively. Government initiatives, combined with platforms like ONDC, remove regulatory hurdles, fostering a truly inclusive trade environment. In essence, digital platforms and AI are not merely tools but catalysts for entrepreneurial innovation, reshaping global trade into an equitable domain where ambition, rather than scale, determines success. As future business leaders, embracing these technologies will be key to crafting sustainable export strategies in an interconnected world.
The article has been written by Akhand Swaroop Pandit, Founder and CEO, Catalyst School of Business
