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E-tailers in India face a dilemma: Only a fraction of the nation's 450 million internet users spend money online. (Illustrations by Parvati Pillai)
The Big Story

Beyond Amazon's reach, India's women lead an e-commerce revolution

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MEGHA BAHREE, Contributing writer | India

NEW DELHI -- Sapna Wadhwa runs her business from the comfort of her bedroom, working out of her apartment in a middle-class district of Delhi. In early October, in the days leading up to the big Hindu festival of Diwali, she was selling tunics and satin comforters in Delhi, cotton and silk blend saris in the western city of Jaipur and lightweight silk women's tunics and matching pants in the tech hubs of Bangalore and Hyderabad. Mostly, she sells through Facebook Marketplace, the social media giant's commerce platform.

Dressed in jeans and a pink shirt with black polka dots, her hair tied up high in a ponytail, Wadhwa scrolls through an app on her phone to show the products she has on offer. "Festival season is always good for me," she said. "Everyone shops."

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