Mumbai, Jan 12 (IANS): E-commerce event organisers - Internet Retailing Magazine and Events UK and eTailing India - Monday entered into a strategic partnership that will allow both the firms to increase their global outreach.

Both the firms, which organise major e-commerce events in Europe and India, said the new collaboration will allow both to attract and service larger attendees, exhibitors, audience and stake-holders.

As part of the agreement, eTailing India and Internet Retailing will mutually promote each other's events, while providing on-site support for visitors delegations visiting both shows.

The collaboration assumes significances as the Indian e-commerce industry, which is currently worth $13 billion annually, is expected to reach $90 billion level by 2021.

The industry is expected to clock an annual growth rate of 700 percent till 2021.

According to Internet Retailing Magazine and Events, which organises IRX (Internet Retrailing Expo), the new collaboration fits its media growth plans to increase its reach around the globe through new international partnerships.

"We look forward to working with eTailing India to expand the ecommerce conversation to the vibrant and growing e-commerce market in India," said Mark Pigou, founder, Internet Retailing Magazine and Events UK.

"With our combined network of events, research and media channels, Internet Retailing and eTailing India can deliver more resources, strategies and solutions businesses need to succeed, no matter their size, industry or geography.”

Pigou's views were corroborated by Ashish Jhalani, founder of eTailing India who said the partnership was a crucial step for the firm to bring India's e-commerce eco-system to other parts of the world.

“Our partnership with Internet Retailing is another crucial step in our vision to bring India’s ecommerce eco-system to other parts of the world and at the same time bring best practices from around the world to India,” he said.

The eTailing India is the largest e-commerce Knowledge Platform in India with five major conferences and 18 workshops, apart from webinars and consulting in the filed.

The Indian firm said this was another major partnership it had entered into recently apart from an earlier pact with IRCE (Internet Retailer Conference and Exhibition) in the US signed in May 2014.