Bridging The Usage Gap: Analyzing Operational and Strategic Literacy as Impediments to E-Commerce Participation in India

India’s digital economy is experiencing exponential growth, yet a significant “usage gap” persists between internet access and active e-commerce participation. While infrastructure and connectivity are frequently cited as primary barriers, this paper argues that a nuanced lack of literacy—encompassing both operational skills (the technical ability to navigate platforms) and strategic literacy (the critical ability to evaluate risks, value, and privacy implications)—serves as a profound impediment. Through a theoretical framework grounded in the Technology Acceptance Model (TAM) and Literacy Studies, this paper analyzes the Indian context. It examines how linguistic fragmentation, interface complexity, and trust deficits inhibit operational efficacy, while strategic deficits in financial literacy and data privacy awareness constrain sustainable participation. The paper concludes with policy and design recommendations to bridge this gap, ensuring inclusive digital market growth.