As e-commerce giants continue to expand, India’s MSMEs (Micro, Small, and Medium Enterprises) face increasing challenges to compete. While online platforms offer convenience and a wide customer reach, many small businesses are struggling with high platform fees, limited visibility, and pricing pressures that cut into their margins. This raises questions about the long-term impact on India’s small business sector and whether there is room for sustainable coexistence. Exploring both the opportunities and drawbacks, industry experts weigh in on how MSMEs can adapt to the changing market landscape and retain their customer base amidst intense e-commerce competition.