E-commerce

The Youtubers quietly building India’s next wave of e-commerce sellers

Pranav Balakrishnan

December 24, 2025 | 13 Min Read

Post-pandemic, seller influencers have evolved into hybrids of educators and account managers, aggregating and managing merchants locally as they bring regional brands onto platforms such as Meesho, Flipkart, and Amazon.

Dehradun is not a city typically associated with online commerce. Better known as a colonial-era retreat, a hub for educational institutions, and a gateway to the hills, the Uttarakhand capital is now preparing to host something unusual: an “Ecom Festival”.

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