Indian SMB e-tailers don’t face a demand gap in Europe; they face an execution gap: Gaurav Shishodia Payoneer India VP
India and the European Union are pushing to finalize their Free Trade Agreement (FTA) by the end of 2025.
“Indian SMB e-tailers don’t face a demand gap in Europe; they face an execution gap. Online buying is pervasive 77% of EU internet users purchased online in 2024 so wins come from removing everyday frictions: price in EUR/GBP, show a clear landed total, keep delivery promises, and make refunds fast and predictable. India’s export engine adds momentum. Goods & services exports reached a record $820.93 billion in FY 2024–25, and exporting MSMEs rose from 52,849 to 173,350 since FY 2020–21.
The EU imported €6.98 billion of textiles & clothing from India in 2024, a strong overlap with what Indian sellers already list online. Operationally, teams gain control when they receive like locals in EUR/GBP and choose when to convert, keeping small EUR/GBP balances for supplier payouts and refunds. The policy backdrop helps, with India–EU talks aiming to conclude an FTA by the end of 2025.” — Gaurav Shishodia, VP, Payoneer India
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