Retail driving gig economy, with workforce set to reach 23.5 mn by 2030: Report

India's retail landscape is undergoing a seismic transformation where traditional full-time jobs are giving way to a new model of flexible, on-demand work. A recent report from Deloitte in partnership with FICCI, "Spotting India's PRIME innovation moment," reveals that the gig workforce in India is expected to reach 23.5 million by 2030, with retail being a major driver.

This growth is fuelled by the aggressive expansion of quick commerce platforms, which are not only transforming shopping but also creating a massive demand for last-mile delivery and fulfillment roles in metros and tier-2 cities. The overall gig hiring in the sector is projected to rise by 60 percent in 2025.

The proliferation of tech-enabled platforms has made it easier to onboard gig workers at scale, especially for roles such as delivery, warehouse support, customer service and in-store activations, the report noted.

The gig economy often refers to a labour market characterised by short-term, task-based, or freelance work arrangements in which individuals are hired on demand rather than through long-term employment contracts.

Unlike traditional employment models, the gig economy is unlocking new forms of work that are more flexible, hyperlocal, tech-enabled and scalable.

According to the report, with a 40 percent share within the gig economy, retail gigs are expected to increase significantly, with most of them catering to medium-skilled roles. Retail, driven by back-end services and logistics, will fuel employment in the coming years, the report predicts.

Growth drivers accelerating gig workforce

Apart from quick commerce, which is seen as the significant growth driver for the gig workforce in the country, flexible capacity and cost optimisation are other important factors fuelling the growth of the gig economy, the report observed.

Gig staffing gives retailers cost elasticity, allowing them to scale labour up or down across seasonal peaks without long-term wage liabilities. Store audits, new launches and sampling activities are increasingly executed through gig labour, enabling low-cost and quick interventions.

The emergence of staffing-tech platforms and marketplaces, according to the report, is allowing plug-and-play workforce availability, especially in last-mile delivery, in-store promoters, inventory auditing and warehouse support. High fixed costs from traditional employment are being swapped for outcome-based, on-demand workforce models.

E-commerce and logistics sectors are spearheading the festive recruitment drive with a 30 – 35 percent increase in staffing through gig workers. Moreover, the report found that an e-commerce marketplace is planning to recruit 75,000 workers to cater to seasonal demand.

Expansion to skilled roles

In FY25, 6.8 million white-collar professionals were engaged in gig work, a YoY increase of 17 percent, according to the report.

Retailers are now deploying gig workers for flexible, high-frequency tasks beyond logistics, such as visual merchandising, stock audits, sampling and store activation. The gig economy is also actively onboarding for specialised roles such as virtual stylists, content creators, and marketing analysts.

Additionally, retailers, especially small and midsized ones, are rolling out gig roles on job platforms.

Upskilling is the new job security

As technology reshapes retail, the report emphasises that the path to success for gig workers lies in continuous upskilling. The industry is transitioning from a manual labour-driven model to one defined by platforms, data, and AI.

While this transition may reconfigure some traditional roles, it is creating a new wave of opportunities for those equipped with tech fluency, data literacy, and a customer-centric mindset.

To address a growing talent gap, both businesses and the government are ramping up investments in training and skill development.

For the gig workforce, this means that a proactive approach to learning is no longer a choice but a necessity to stay relevant and thrive in this fast-evolving landscape. The future of retail work is no longer about a fixed job, but about a fluid career powered by skills and adaptability.

The way forward

The key to building a future-ready workforce lies in three strategic pillars: leveraging predictive analytics, collaborating with ecosystem partners, and embedding digital and AI readiness into every level of training.

The report emphasises that retailers must move away from reactive hiring. By utilising predictive analytics for dynamic workforce planning, companies can align staffing with demand cycles and avoid costly mismatches. This data-driven approach is especially crucial for seasonal businesses, helping to optimise resource deployment and prevent issues like shelf stockouts or idle workforces.

To address the growing talent gap in high-growth areas like retail tech and omnichannel fulfilment, the report recommends that retailers break out of silos. Collaborating with ecosystem partners, including academic institutions and sector skill councils, can help co-create job-aligned curricula and build a sustainable pipeline of skilled talent.

Finally, the report stresses the importance of embedding digital and AI readiness into core training programs. With technology reshaping every retail function—from store assistants using algorithmic recommendations to technicians using augmented reality—frontline staff must be equipped with digital skills.