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Flipkart.comisanecommercewebsitefoundedbySachinBansalandBinnyBansalin2007.BotharefromIIT
DelhiAlumnian...

andRohitBansal,alumnusofIITDelhi,inFebruary2010.Itranks#576intheworldasperAlexatrafficranking.It
rank...

pageviewsperdaygenerating$1,852inadvertisingrevenue.Ithasrecentlyshown6.70Growthamongtraffic
ranking.The...

NosignificantdiscountsontheproductstopurchaseShippingcostsarehighduetobiggeographicalareaSecurity.
Ensu...

customerssharetheirpositiveaswellasnegativereviewsaboutproductsorvendors.Thekeyistonotmoderate
theneg...

builtintothecontractsifthevendorsmisstheservicelevels.Also,thereshouldbepenaltiesifthevendorsreceive
ex...

Arewethereyet?Ifyouhavegoneonalongdrivewithkids,chancesarethatyouhavebeenaskedthisquestion.It
ishu...

9.TheFutureofECommerceECommerceisthefutureofshopping.Thus,iswouldbeapttoquoteThefutureis
here.It's...

todrivethegrowthofmCommerceinthecountry.Intherecentpast,ECommerceanditvariantslikethem
Commercehavey...

ConclusionSeveralimportantphenomenaareassociatedwithecommerce.ECommercehasunleashedyetanother
revolution,w...

BIBLIOGRAPHY1.Chakraborty,K.D.andChatterjee,D.,ECommerce,B.B.KunduGrandsons,Kolkata,
2011,pp32562.Da...

15..http://www.ibnlive.com/news/indiatechmarketpeggedat243blnby2011gartner/5837211.html.,22/02/2014
16.http://yo...

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EcommerceinIndialiteraturereview
1. 1.SHRIRAMCOLLEGEOFCOMMERCEECOMMERCEININDIAAPROJECTSUBMITTEDIN
PARTIALFULFILMENTOFTHEREQUIREMENTFORDEGREEOFB.COM(H)UNIVERSITYOF
DELHIPAPERCH6.3(B)BYNAME:ABHISHEKROLLNO.:11BC705UNIVERSITY
ENROLMENTNO.:C15/11TUTORIALGROUPA5OPTIONBLITERATUREREVIEW201314
UNDERTHESUPERVISIONOFMENTORSNAMEMs.ARUSHIMALHOTRA1
2. 2.DECLARATIONThisistocertifythatthematerialembodiedinthisstudyentitledecommerceinIndia
isbasedonmyownresearchworkandmyindebtednesstootherwork/publicationshasbeenacknowledgedat
therelevantplaces.Thisstudyhasnotbeensubmittedelsewhereeitherwhollyorinpartforawardofany
degree.(Abhishek)ThisistocertifythattheprojecttitledEcommerceinIndiadonebyAbhishekisa
partofhis/heracademiccurriculumforthedegreeofB.Com(H).Ithasnocommercialimplicationandisdone
onlyforacademicpurpose.Ms.AlkaGoyaleTeacherinchargeDept.ofCommerce(ArushiMalhotra)2
3. 3.ACKNOWLEDGEMENTItakethisopportunitytoexpressadeepsenseofgratitudetoDr.P.C.Jain,
Principal,ShriRamCollegeofCommerce,forhiscordialsupportashegavethepermissiontouseall
requiredequipmentandthenecessarymaterialtocompletetheproject.Itakethisopportunitytoexpressmy
profoundgratitudeanddeepregardtomymentorMs.ArushiMalhotra,Asst.Professor,ShriRamCollegeof
Commerceforherexemplaryguidance,monitoringandconstantencouragementthroughoutthecourseofthis
project.Theblessing,helpandguidancegivenbyhertimetotimeshallcarrymealongwayinthejourneyof
lifeonwhichIamabouttoembark.Lastly,Ithankalmighty,myparents,brother,sistersandfriendsfortheir
constantencouragementwithoutwhichthisprojectwouldnotbepossible.ABHISHEK3
4. 4.TableofcontentS.no.contentpageno.1.Introduction42.Rationale53Objectivesofstudy54.Research
Methodology55.ReviewofLiterature56.DefinitionsofECommerce97.EvolutionofECommerce118.
Conceptualframework129.PresenttrendsofECommerceinIndia1710.Keyplayers2510Barriers2811.
Recommendations2912.FutureofECommerceinIndia3312.Conclusion3513.Bibliography364
5. 5.INTRODUCTIONThecuttingedgeforbusinesstodayisecommerce.ECommercestandsforelectronic
commerce.Itmeansdealingingoodsandservicesthroughtheelectronicmediaandinternet.Ontheinternet,
itrelatestoawebsiteofthevendor,whosellsproductsorservicesdirectlytothecustomerfromtheportal

usingadigitalshoppingcartordigitalshoppingbasketsystemandallowspaymentthroughcreditcard,debit
cardorEFT(Electronicfundtransfer)payments.EcommerceorEbusinessinvolvescarryingonabusiness
withthehelpoftheinternetandbyusingtheinformationtechnologylikeElectronicDataInterchange(EDI).
Moresimplyput,ECommerceisthemovementofbusinessontotheWorldWideWeb.ECommercehas
almostovernightbecomethedominantonlineactivity.ThereisnosingledefinitionofECommerce,itmeans
onlycommercialactivitywhichisperformedorlinkedtoorsupportedbyElectronicCommunication.The
effectsofecommercearealreadyappearinginallareasofbusiness,fromcustomerservicetonewproduct
design.Itfacilitatesnewtypesofinformationbasedbusinessprocessesforreachingandinteractingwith
customerslikeonlineadvertisingandmarketing,onlineordertakingandonlinecustomerservice.Innowdays
EcommerceusestheWWWatleastsomepointintransactionlifecycle.Itcanalsoreducecostsinmanaging
ordersandinteractingwithawiderangeofsuppliersandtradingpartners,areasthattypicallyaddsignificant
overheadstothecostofproductsandservices.FordevelopingcountrieslikeIndia,ecommerceoffers
considerableopportunity.InIndiaitisstillinnascentstage,buteventhemostpessimisticprojectionsindicate
aboom.Therehasbeenariseinthenumberofcompaniestakingupecommerceintherecentpast.Major
Indianportalsiteshavealsoshiftedtowardsecommerceinsteadofdependingonadvertisingrevenue.Many
sitesarenowsellingadiverserangeofproductsandservicesfromflowers,greetingcards,andmovietickets
togroceries,electronicgadgets,andcomputers,etc.Withstockexchangescomingonlinethetimefortruee
commerceinIndiahasfinallyarrived.5
6. 6.2.RationaleofstudyElectronicCommerce(Ecommerce)seemstobeeverywherethesedays.Itsnearly
impossibletoreadamagazineornewspaperwithoutcomingacrossanarticleabouthowecommerceisgoing
tochangeandaffectourlives.ItiswidelyacceptedthatecommerceandInternettechnologiescanbenefitan
organizationbutstillthereareveryfewstudiesaboutecommerceadoptioninIndia.Inadditiontothat,there
isntanydetailedrecentstudyaboutofecommerceinIndiaincorporatinglatestfactualdataandtrends
relatingtoitsvariousaspectsatall.So,IhaveproposedtostudythisareatoinvestigatetheextentofIndias
involvementwithecommerceapplications,itsdetailedconceptualframework,evolution,storiesoftopIndian
playersinthisfieldandfindasetofguidelinesorrecommendationsonthebestpracticesofecommerce
adoptionwhichmighthelptheIndianecommercefirms.3.ObjectivesoftheStudy:Theobjectivesofpresent
studyare:1.TounderstandtheevolutionofECommerce2.TodescribetheconceptualframeworkofE
CommerceinIndia3.ToanalysethepresenttrendsofECommerceinIndia4.ToexaminethebarriersofE
CommerceinIndia.5.TopredictfutureofEcommerce4.ResearchMethodologyIhavereviewedthe
academicliteraturetogaininsightintoECommerceinIndia.So,variousarticles,journals,books,websites
etc.havebeenusedtostudytheevolution,conceptualframework,definitions,keyplayers,presenttrends
(relatingtointernetpenetration,growthprospects,modesofpaymentspreferredetc.),futureprospectsand
barriersofEcommerce.Allthedataincludedissecondarybaseandproperreferenceshavebeengiven
wherevernecessary.5.ReviewofLiterature:KeywordsearchonECommerceadoptioninIndiae
businessinIndiaECommerceandIndiaandebusinessandIndiainvariousdatabaseslikeEBSCO,
ProQuest,andEmeraldManagementXtrafoundthefollowingten6
7. 7.ECommerce/ebusinessresearcharticlesdoneinIndiancontextRavenetal.comparedIndiaandChinas
approachesinadoptionofebusiness.Basedontheliteraturesurveyandsecondarydata,thestudyanalysed
variousfactorsinfluencingthegrowthofebusinessesinthetwocountries.Thefactorsexaminedinclude
governmentpolicyandfocus,existingtechnologyinfrastructureregulatoryenvironment,experienceand
understandingofbusinessoperations,andculture,amongothers.ThestudyconcludesthatChinaappearsto
beaheadofIndiaintheinfrastructure,butIndiaisaheadinereadiness.Further,itstatesthatbothcountries
arepoisedforrapidlyincreasingebusiness,however,problemsofpovertyandinequalitybetweenurbanand
ruralconnectivitymustberesolvedtoreallytakeadvantageofebusinessinboththecountries.Malhotraand
SinghstudiedthedeterminantsofInternetbankingadoptionbybanksinIndia.Paneldataof88banksinIndia
coveringthefinancialyears19971998to20042005wascollectedthroughCMIE(CentreforMonitoring
IndianEconomy)database.Logisticregressionanalysiswasused,thedependentvariableiscategoricalwitha
valueof1ifabankadoptedInternetbankingduringthestudyperiodand0otherwise.Independentvariables
includedinthestudyarefirmsize,firmage,bankdepositsratio,averagewages,expenses(fixedassets&
premises),ROA(ratioofaveragenetprofitstoaverageassets),marketshare,averagenumberofbranches,
percentageofbanksadoptedInternetbanking.TheresultsofthestudyprovethatBanktype(Private),firm
size,bankdepositsratio,firmage,marketshare,averagenumberofbranches,percentageofbanksadopted
Internetbankingandexpenses,arefoundtobesignificantinadoptiondecision.WageandROAarefoundto
beinsignificant.Thisstudycontributestotheempiricalliteratureondiffusionoffinancialinnovations,

particularlyInternetbankinginIndiancontext.Mostofthestudyonadoptionoftechnologywasrelatedto
developedmarketslikeUSandEurope,thisstudyisanimportantcontributiontoevolvingliteratureasitdealt
theproblemoftechnologyadoptionindevelopingcountrycontext.StudybyTarafdarandVaidyaexamined
thefactorsthatdeterminetheorganizationalinclinationtoadoptECommerce(EC).Thestudyproposesa
frameworkbasedonthequalitativedataonfourfinancialfirmsinIndiacollectedthroughmultiplecasestudy
design.Facetofaceinterviewwasusedtocollectprimarydataandexistingdatabase,companydocuments,
pressreportsandwebsitesareusedtocollectsecondarydata.Theframeworkdescribestwobroadfactors
leadershipcharacteristicsandorganizationalcharacteristicstoexplaintheinfluenceoforganizationalfactors
onthepropensitytoemployECtechnologies.Thestudyfoundthatbothleadershipandorganizational
characteristicinfluenceECadoption.ItestablishesthatleadershipcharacteristicsinfluenceadoptionofEC
technologiesincentralizedorganizationand7
8. 8.organizationalcharacteristicsinfluenceECadoptionindecentralizedorganization.Thestudyalsofound
thatcharacteristicsofInformationSystemsprofessionalandorganizationstructureinfluenceECadoption.
AnotherstudybyTarafdarandVaidya,analysesorganizationalandstrategicimperativesthatinfluence
InformationSystem(IS)assimilationinIndianorganizations.ISassimilationherereferstotheextenttowhich
asystemortechnologybecomesdiffusedinorganizationalprocesses.Thestudyisbasedonmultiplecase
studymethod.DataonninefirmswhichhavedeployedISwascollectedthroughfacetofacestructured
interviewinvolvingmiddlemanagers,seniormanagersofISandotherdepartments.Thestudyexaminesthe
natureofthesystempresentdataprocessing/transactionoriented,operational,strategicandhowthese
systemsaffectedkeyoperationalprocesses.Strategicimperativesareexaminedbyanalysingthe
environmentalfactorspresenceorabsenceofgovernmentregulation,pressurefromcustomers,suppliersand
competitors,andstrategicstancewhetherproductandprocesschanges,andtheconsequentISdeployment
wereproactiveorreactiveOrganizationalimperativeswereinvestigatedbyqualitativelyassessingsixfactors
topmanagementsupportISdepartmentknowledgeofbusiness,technologyandinvolvementinIS
deployment,ITliteracyofmanagers,managementstylepresenceofITchampionsandavailabilityofIT
resources.Datawasanalyzedacrosscaseandwithincase.Thestudyidentifiesthreecategoriesof
organizationsinnovativeISusers,enlightenedISusersandreluctantISuserswithrespecttoIS
assimilation,anddescribesstrategicandorganizationalfactorscharacteristicsofeachgroup.Thestudyalso
tracestheevolutionoftheISapplicationportfolioineachofthestudiedfirmsandanalysesaccompanying
changesinstrategicandorganizationfactors.Inshort,thepaperpresentsanintegratedandfirstlevelanalysis
ofstrategicandorganizationalimperativesthathaveinfluencedtheassimilationandevolutionofISinIndian
organizations.ViswanathanandPickexaminedtheissueofecommerceinIndiaandMexicofromthe
frameworkofdevelopingcountriesassuggestedbyTallonandKraemer.Theframeworkincludedcritical
factorsthatmightimpactthediffusionofecommerce.Thefactorsaregovernmentpolicy,legalframework,
technologyinfrastructure,relationshipwithdevelopedeconomiesandextentofecommerceusageby
individual,corporateandgovernment.ThestudysprimaryfocusisonIndia.Mexicoisanalyzedmorebriefly,
andcomparedwithIndiabasedoncommoninternationaldatasets.Theanalysisandthedatapresentedinthis
paperrepresentasynthesisofdatafromsecondaryresearchanddatafrominterviewsconductedwithsenior
executivesintheITindustryinIndiaandMexico.Thestudysuggeststhatsubstantialeffortshavetobemade
toinvestintelecommunicationsinfrastructure,andtocreateacultureofelectronicpaymentsandecommerce
usagethatwillsupporteconomicgrowth.8
9. 9.DasguptaandSenguptapaperonecommerceinIndianinsuranceindustrydiscussesthefeaturesofe
insuranceincomparisonwiththetraditionalofflineinsuranceservice.Theauthorsputforththateinsurance
offersbenefitssuchasreductioninsearchcostandhiddencost,pricecomparisonforcustomers,andbenefits
suchasopportunitytohavenichemarket,firstmoveradvantageandproductbundlingforinsurance
companiesgoingonline.Further,itdiscussesthatstatusofeinsuranceinIndiaisstillformativestage,but
standstogainparticularlyfromtheruralmarketssincetheavailabilityofinsuranceagentisveryless
comparedtourbanmarkets.Thestudyisconceptualinnatureandoffersinsightsbasedonmarketreportsand
datafromsecondarysources.VishwasraoandBosshardtusedatheoreticalframeworkdevelopedbyKatzand
Shapiro(1987)toexaminetheongoingtechnologyadoptionbehaviorofforeignownedanddomesticfirms.
Firmleveldataon1400mediumtolargeIndianfirmsfrom1989to1993wasusedtotestthemodel.Probit
andPoissonestimationwasusedtoanalyzethedataandmodel.Variablesincludedinthestudyareno.of
collaboration,natureofcollaborationforeignorotherwise,firmage,totalassets,totalsales,netprofit,
herfindhalindex,R&Dexpendituresbyindustryaspercentageofsales.Resultsofthestudythrowsome
interestinglightontechnologyadoptionbehaviorofforeignfirms.Ingeneral,itshowsthatliberalization

happenedinIndiaafter1991haspositiveimpactontechnologyadoption,butitisfoundthatforeignfirmsare
quicktotakeadvantagethandomesticfirms.R&Dexpenditureisfoundtobenotsignificantfortechnology
adoption,firmsize(largefirmsaremorelikelytoadopt)andageoffirmarefoundtobesignificant.Alsoitis
foundthatforeignfirmsadoptnewtechnologywhenprofitsaredown,anddoesntadopttechnologyin
competitivemarkets.LalstudiedthedeterminantsofadoptionofInformationTechnology(IT)inIndia.The
studywasbasedon59electricalandelectronicgoodsmanufacturingfirmssituatedinNOIDA.Semi
structuredquestionnairewereusedtocollectthedata.Thestudyexaminedthefactorsinfluencingthedegree
ofITadoptionbyfirms.Thefactorsincludedareentrepreneurcharacteristicsmeasuredbyentrepreneurs
qualification,importancegiventomarketshare,R&Dandqualityconsciousness,firmsinternational
orientationfactorsmeasuredbyimportandexportintensity,workforceskillandfirmsize.Thesamplefirms
weredividedintofourcategoriesdependingontheirintensityofITuse,theseare:(1)nonITfirms(firmsthat
donotuseITtools)(2)lowlevelofITusers(firmsusingonlyMISforofficeautomation)(3)moderatelevel
ofITusers(thesefirmshaveadoptedCAD/CAMinadditiontoMIS)and9
10. 10.(4)highlevelofITusingfirms(firmsthathaveadoptedFMSinadditiontoCAD/CamandMIS).Ordered
probabilitymodel(PROBIT)wasusedsincethedependentvariableiscategoricalandfollowsordinalranking
scale.Theestimateswereobtainedbymaximumlikelihoodmethod.Thestudyfoundthatentrepreneurs
qualification,importancegiventomarketshare,R&D,exportintensity,workforceskillandfirmsize
influencethedegreeofadoptionofITbythefirms.Apartfromthestudiesmentionedabove,therearequite
handfulofresearchreportsandsurveybasedstudiesdonebyInternetandMobileAssociationofIndia,IMRB
International,Datamonitor,andInternetandOnlineAssociationwhichpresentswithquantitativefigures,the
statusofecommerceexistinginthecountry.6.DEFINITIONSOFECOMMERCEManyoftheimplicitand
explicitdefinitionsofecommercerelyonpastexperienceratherthanonpossiblefutures.Therearevarious
waystodefineecommercebydifferentpeople,differentbooksordifferentparties.Ecommerceisageneral
termforanytypeofbusiness,orcommercialelectronictransactionthatinvolvesthetransferofinformation
acrosstheInternet.Orwecansaythatecommerceisdefinedastheuseofcomputersandelectronicnetworks
toconductbusinesswithotherbusinessesorwithcustomersovertheInternetoranotherelectronicnetwork.
Sincetherearevariousdefinitionsofecommerce,theUnitedNationsConferenceonTradeandDevelopment
(UNCTAD,2000)hassummarizedthedescriptivedefinitionsofelectroniccommerceasstatedbelow:6.1
DefinitionbyU.S.ExecutiveOfficeofthePresidentEcommerceiscommercialinteractionovertheinternet,
whichcanlowercostsdramaticallyandfacilitatingnewtypesofcommercialtransactions.AstheInternet
empowerscitizensanddemocratizessocieties,itisalsochangingclassiceconomicparadigms.Newmodelsof
commercialinteractionaredevelopingasbusinessesandconsumersparticipateinanelectronicmarketplace
andreaptheresultantbenefits.TheInternethasthepotentialtorevolutionizecommerceandotherareas.The
Internetwillrevolutionizeretailmarketing.CommerceontheInternetcouldtotaltensofbillionsofdollarsby
theturnofthecentury.(UNCTAD,2000)6.2DefinitionbyEuropeanInformationTechnologyObservatory
Electroniccommerceisthecarryingoutofbusinessactivitiesthatleadtoanexchangeofvalueacross
telecommunicationnetworks.(UNCTAD,2000)10
11. 11.6.3DefinitionbyOrganizationforEconomicCooperationandDevelopment(OECD)Ecommercerefers
generallytoallformsoftransactionsrelatingtocommercialactivities,includingbothorganizationsand
individualsthatarebasedupontheprocessingandtransmissionofdigitizeddata,includingtext,sound,and
visualimages.(UNCTAD,2000)6.4DefinitionbyEuropeanCommissionElectroniccommerceisabout
doingbusinesselectronically.Itisbasedontheelectronicprocessingandtransmissionofdata,includingtext,
sound,andvideo(UNCTAD,2000).Itencompassesmanydiverseactivities,includingelectronictradingof
goodsandservices,onlinedeliveryofdigitalcontent,electronicfundtransfers,electronicsharetrading,
electronicbillsoflading,commercialauctions,collaborativedesignandengineering,onlinesourcing,public
procurement,directconsumermarketing,andaftersalesservice(EuropeanCommission,1998).Itinvolves
bothproducts(consumergoods,specializedmedicalequipment)andservices(informationservices,financial
andlegalservices)traditionalactivities(healthcare,education)andnewactivities(virtualmalls).6.5
DefinitionbyMinistryofInternationalTradeandIndustry,Japan...electroniccommerce,whichhasbeen
limitedtoanumberofspecifiedcompanies,isenteringanewerawheremanyunspecifiedpersons,including
generalconsumers,areinvolvedonthenetworks.Inaddition,itscontentshavecometoincludenotonly
simpletransactionsofdataconcerningplacementofordersororderacceptancebutalsotogeneralcommercial
actssuchaspublicity,advertisements,negotiations,contracts,andfundsettlements.(UNCTAD,2000)6.6
DefinitionbyTransatlanticBusinessDialogueElectronicCommerceWhitePaperElectroniccommerce,
definedsimply,isthecommercialtransactionofservicesinanelectronicformat.(UNCTAD,2000)6.7

DefinitionbyMIMOS,MalaysiaTheresearcherhasconductedinterviewwithfewITexpertsfromMIMOS
Berhad,Malaysiaandgetsthefollowingdefinitionbythem.Ecommercebuildsonthestructuresof
traditionalcommercebyaddingmoreflexibilitywithcomputerizedbusinesstransactionsusingtheInternet,
networks,andotherdigitaltechnologies.11
12. 12.6.8DefinitionbyMalaysianInternationalChamberOfCommerce&IndustryEcommerceiscommerce
thatistransactedelectronicallyovertheInternet,suchastransactorfacilitatethesellingofproductsor
servicesonline(MICCI,2006).Amongallthedefinitions,theresearcherthinkthatthedefinitionbyEuropean
Commissionisthebestoneasitscoversallthescopeofecommerce.Inasimpleway,theresearchercan
concludethattheecommerceisdoingbusinesselectronically,withtheuseofelectronictransmission
mediums(overcomputerorelectronicnetworks).7.EvolutionofCommerceCommercehasevolvedoverthe
centuries.Priortotheevolutionofmoneyitwasthesimplebarterprocesswherethingscouldbeexchanged,
saymilkforgrains.Theevolutionofmoneybroughtwithit,theconceptofamarketplace.Inamarketplace,
Commerceisfunctionof4PsProduct,Price,PlaceandPromotions.Allthesefourcomponentsplayavital
roleinatransactiontotakeplace.Differentcombinationsof4PsdeterminedifferentformsofCommerce.
Oncethemarketplacecameintoexistence,afewpioneersrealisedthatpeoplewouldbereadytopayextraif
theycoulddeliverproductsatthecustomersdoorstep.AslightmodificationonPriceandPlaceledtothe
convenienceofgettingproductsattheirhomes.Thisconceptdelightedthecustomersandthus,theconceptof
StreetVendorswasborn.WhenthePostalSystemcameintobeingthesellersdecidedtocashinonthenew
opportunityandstartedusingmailersgivingdescriptionoftheirproducts.ItledtotheconceptofMailOrder
Cataloguing.Fromhere,theevolutionoftheTeleshoppingnetworkswasthusinevitablewiththe
developmentofmediavehicles.Thelatestgenerationofcommerceisonethatcanbedoneovertheinternet.
Internetprovidesavirtualplatformwheresellersandbuyerscancomeincontactforsaleandpurchaseof
goodsandservices.Theycanbethousandsofmilesapart,maybelongtodifferentpartsoftheworld,might
speakdifferentlanguages,ECommerceemergedastheboundarylesstrademediumintheeraof
globalization12
13. 13.Figure1.EvolutionofECommerce8.ConceptualframeworkofEcommerceinIndiaTodayecommerce
isabywordinIndiansocietyandithasbecomeanintegralpartofourdailylife.Therearewebsitesproviding
anynumberofgoodsandservices.Thentherearethose,whichprovideaspecificproductalongwithitsallied
services.A.MultiProductECommerceSomeinternetportalsprovidealmostallcategoriesofgoodsand
servicesinasinglesitehence,theyaretargetingbuyersofeverypossibleproduct/service.Themostpopular
examplesarewww.flipkart.com,www.shopclues.com,ebay.in,www.snapdeals.com,www.indiaplaza.com,
www.thebestofindia.com,www.homeshop18.com,shopping.rediff.com,shopping.indiatimes.comandsoon.
TheseIndianecommerceportalsprovidegoodsandservicesinavarietyofcategorieslike:Appareland
AccessoriesformenandwomenHealthandbeautyproductsBooksandmagazinesComputersand
peripheralsVehiclesCollectibles13
14. 14.SoftwareConsumerelectronicsHouseholdappliancesJewelleryAudio/Videoentertainmentgoods
GiftarticlesRealestateandservicesBusinessopportunitiesEmploymentTravelticketsMatrimony
Petsandmore.14
15. 15.B.SingleProductECommerceSomeIndianportals/websitesdealinaspecializedfield,forexample
Automobiles:Examplesare:http://www.indiacar.com/andhttp://www.automartindia.com/.Onthesesiteswe
canbuyandsellfourwheelersandtwowheelers,newaswellasusedVehicles,online.Someoftheservices
theyprovideare:CarresearchandreviewsOnlineevaluationTechnicalspecificationsVehicle
InsuranceVehicleFinanceDealerLocatorRegionalTransportOfficeregulationsExpertspeak
Messageboardandmore.StocksandsharesandecommerceInIndiatoday,wecanevendealinstocks
andsharesthroughecommerce.Someofthesitesare:http://www.equitymaster.comhttp://www.5paisa.com.
Someoftheservicesofferedtoregisteredmembersare:Onlinebuying/dealingofstocksandshares
MarketanalysisandresearchCompanyinformationComparisonofcompaniesResearchonEquityand
MutualFundsTrackingMarketTrendsHotlineforadviceonRiskManagement15
16. 16.24Hourhelpdesk.andmore.RealestateandEcommerce:Portalslike
http://www.indiaproperties.com/,www.99acres.comfacilitateonlinedealinginrealestate.Theyoffereither
outrightpurchaseorleaseofapropertythroughtheirportal.Theyprovideinformationonnewpropertiesas
wellaspropertiesforresale.Onecandealdirectlywithdevelopersorbuildersorthroughconsultantsand
brokers.Alliedservices:HousingFinanceInsurancecompaniesArchitects&InteriorDesignersNRI
servicesPropertyManagementConsultantsPackers&MoversSecurity&MaintenanceServicesVaastu

orFengShuiConsultantsandmore.Travel&TourismandEcommerce:Indiahasarichhistorywith
culturalheritageandecommerceisinstrumental,toalargeextent,insellingIndiaasaproduct,encouraging
Indiansaswellasforeignerstoseeitsmultifacetedcultureandbeauty.AmajorGovernmentofIndiaportal,
http://www.tourisminindia.com/,hasavastvarietyofinformationforapotentialtourist.Thetourist
destinationsitesarecategorizedaccordingtothemeslike:Adventuretrekking,mountainclimbingetc
EcoThemespertainstojungles,floraandfaunaBeachesofIndiaArchitecturalattractionsFortsand
PalacesBuddhistattractions16
17. 17.HillresortsDeserttreksPilgrimagesitesAlliedservicesofferedare:1.Passport&visa2.Travel&
accommodationinformation3.Weatherinformation4.Festival&fairdates5.Shopping6.TourOperators7.
InformationonCuisine&Restaurants8.Carrentalservicesandmore.Therearealsositesthathighlightthe
touristdestinationsofaspecificregioninIndia,likehttp://www.incredibleindia.org/,whichcoversNorthEast
India.GiftsandEcommerce:Inthebygonedays,onehadtoplanwhattogiftalovedone,trudgeacrossto
yourfavouriteshop,andbrowseforhoursbeforepurchasingagift.TodaytherearespecificIndianwebsites
makingtheactofgiftingquickandeasytosuitoneslifestyle.Onesuchsiteis
http://www.indiangiftsportal.com/.Thegiftsarecategorizedas:1.Collectibleslikepaintingsandsculptures2.
Luxuryitemslikeleathergoods,perfumes,jewelleryboxes,etc3.Householdcuriosandcarpets,etc4.Toys
&games5.Chocolates6.Flowers7.Woodcraft&metalcraft8.Idolsforworshipandmore.Alsothe
itemscanbesearchedbydifferentregionsofIndia,aseveryregionhasaspecialstyleinmakinghandicrafts.
HobbiesandECommerce:17
18. 18.Themostpopularhobbiesfromtimeimmemorialarereading,musicandfilms.OntheIndianwebsite
http://www.firstandsecond.com/onecanbuymorethan300,000titlesofbooks,cassettes,VCDsandDVDs.
ThebookscoverawiderangeoftopicslikeBusiness,Art,Cookery,Engineering,ChildrensStories,Health,
Medicine,Biographies,Horror,Home&Garden,etc.Asformusicandvideos,theyareavailableinEnglish
aswellasinIndianlanguagestocatertothevariedtastesandthetopicsrangefromdevotionalsongs,oldtime
favouritesandretroandjazztothelatestpop,rap,etc.MatrimonyandEcommerce:Itissaidthat
marriagesaremadeinheaven,butintheworldofEcommercetheyaremadeonmarriageportalslike
http://www.jeevansathi.com/(meaninglifepartner.cominHindi)andhttp://www.shaadi.com/(meaning
marriage.cominHindi).Onecansearchforasuitablematchontheirwebsitesbyregionofresidence(Indiaor
abroad),religionorcaste.Onceregisteredwiththem,theyhaveemailfacilityandchatroomstoo,sothatthe
couplegetstoknowmoreabouteachotherbeforemakingthebiggestdecisionoftheirlives.Alliedservices
forregisteredmembers:1.Astrologicalservices2.InformationonCustomsandRituals3.Legalissues4.
Health&Beauty5.Fashion&Style6.WeddingPlanners7.HoneymoonDestinationsandmore.
Employmentandecommerce:Twomajorportalslikewww.monsterindia.comandwww.naukri.com
(meaningjob.cominHindi)areinstrumentalinprovidingjobseekerswithsuitableemploymentattheclickof
amouse.TheyhavedirectoriescategorizedundertheheadingsEmployersandJobSeekers.Theservicefor
jobseekersisfreeandforEmployerstheychargeanominalfee.Jobsareavailableonlineinfieldsranging
fromsecretarialtosoftwaredevelopment,andfromrealestatetoeducation.Theopportunitiesofferedare
unlimited.9.PresentsTrendsofECommerceinIndia:Indiaisdevelopingrapidlyandifdevelopmentistobe
measured,howcanweignoretheroleofecommerceinit.TheinternetuserbaseinIndiamightstillbeamere
151millionwhichismuch18
19. 19.lesswhencomparedtoitspenetrationintheUSorUKbutit'ssurelyexpandingatanalarmingrate.At
151milliontotalInternetusers,theInternetpenetrationinIndiaremainsat12.6%Indianowhasthe3rd
largestInternetpopulationwith151millionintheworldafterChinaat568millionandUSAat254million(in
2013).Consideringtheannualrateofgrowth4143%Indiaisexpectedtocross375millionuniqueinternet
usersbyendof2015.Thenumberofnewentrantsinthissphereisescalatingdailyandwithgrowthrate
reachingitszenithitcanbepresumedthatinyearstocome,customaryretailerswillfeeltheneedtoswitchto
onlinebusiness.Insightsintoincreasingdemandforbroadbandservices,risingstandardsofliving,availability
ofwiderproductranges,reducedpricesandbusylifestylesrevealthisfactmoreprominentlytherebygiving
waytoonlinedealsongiftvouchers.Goingbythestatistics,accordingtoastudybytheInternet&Mobile
AssociationofIndiaandKPMG,Indianecommercewasprojectedtogrowto$12.6billionbytheendofthis
year.By2020,itisexpectedtocontributearound4percenttoGDP.Currently,theInternetpenetrationin
Indiastandsat11percentofthepopulation,athirdoftheworldaverage.Figure1.internetpenetrationin
variouscountries(source:digitalinsights.com)19
20. 20.Thetable1showsmarketsizeofdifferentverticalsofecommerceindustrysince2009to2013.The

growthinecommercebusinessclearlyimpliesthegrowingnumberofinternetusers.Theonlinepurchasesare
limitedtocertaincategorieslikegamingsubscription,fooddelivery,onlineclassifieds,buyingmovietickets,
travelrelatedpurchasesandelectronicsitemsetc.Thegrowthinecommerceindustryisprimarilydrivenby
onlinetravelindustrywhichhascontributed78%(Rs14953crore)in2009andexpectedtotouch72%(Rs
44907Crore)in2013oftotalecommercemarketandisbuildinguserconfidence.Theonlinetravelindustry
includessaleofdomesticairtravel,internationaltravel,hotelbookings,railwaytickets,bustickets,tour
packagesandtravelinsuranceetc.figure2:(Source:digitalinsights.com)IndianBankstoohavebeenvery
successfulinadaptingECandEDITechnologiestoprovidecustomerswithrealtimeaccountstatus,transfer
offundsbetweencurrentandcheckingaccounts,stoppaymentfacilities.ICICIBank,GlobalTRUSTBANK
ANDUTIBankalsohaveputtheirelectronicbankingovertheinternetfacilitiesinplacefortheupcominge
commercemarket.CertainuniqueattributesoftheEcommerceindustryinIndiasuchascashondelivery
modeofpaymentanddirectimportsthatlowercostsconsiderablyareprobablygoingtobringaboutaspeedy
growthinthisindustryinyearstocome.Accordingtothelatestresearch(Thereport,titledAsiaPacific
OnlineRetailForecast,2011To2016,)byForrester,aleadingglobalresearchandadvisoryfirm,thee20
21. 21.commercemarketinIndiaisimprovingbetween201216.Thereportrevealedthatecommercerevenuein
Indiawillincreasebymorethanfivetimesby2016,jumpingfromUS$1.6billionin2012toUS$8.8billionin
2016(Table2).WhileUS$8.8billionisstilllessthanothercountriesinAsiaPacific,suchasChinaand
Japan,IndiasCAGRismuchhigherthananyothercountrythatForresterforecastsintheregion.ONLINE
TRAVELLINGOnlineTravellinghasonanaveragegrownby32%fromINR14,953Croresin2009toINR
34,544Croresin2012andbyanother30%toandwasvaluedatINR44,907CroresbytheendofDecember
2013.Itcanbeseenfromthefigurebelow:Figure3.OnlineTravelling(Source:digitalinsights.com)E
tailing:TheeTailingcategoryhasgrownfromINR1,550Croresintheyear2009(JanDec2009)toINR
6,454Croresinyear2012(JanDec2012)anditcrossedtheINR10,000croremarkintheyear2013.Its
detailscanbeseeninthepiechart:21
22. 22.Figure4:Etailing(Source:digitalinsights.com)Financialservices:Financialservicesmarketwasvalued
atINR2,886Croresin2012andgrewby25%andreachedINR3,607Croresbytheendofyear2013.Figure
5:Financialservices(Source:digitalinsights.com)22
23. 23.Classified:ClassifiedsmarkethasseenasignificantgrowthandisestimatedatINR2,354Croresin2012
andreachedtoINR3,061Croresbytheendofyear2013Figure6:Classified(Source:digitalinsights.com)
Modeofpayment:MajorityoftheonlineshoppersuseDebitcards/Internetbankingastheirpreferredmodeof
paymentforshoppingonline.Paymentthroughcreditcards,followcloselyatsecondpositionandCashon
Deliveryonthirdposition.23
24. 24.Figure7:Modeofpayment(Source:digitalinsights.com)RetailECommerceinIndiaacloserlookRetail
categorypenetrationhasincreasedto60%reachandhasgrownto47.9millionuniquevisitorsamonth.The
growthhascomeacrossallretailcategoriesandmostofthemshowpromisingtransactionsandconversion
ratesalongwithgrowthinvisitors.ThetopretailsitesinIndiahaveeachseenagrowthofover100%inthe
last12months.24
25. 25.(Source:digitalinsights.com) Amazonisthemostvisitedretailsitewithmostofthetrafficsliptamong
Amazon.comandJunglee.com. FlipkartleadsthewayamongtheonlineretailersinIndiawith7.4million
uniquevisitorsamonth,growingat431%annually. Snapdealhasbeenclosesecondwith6.9million
uniques. JabongandMyntrahavebeencompetingcloselyinthelifestylecategorywithover5.3million
uniqueseach. HomeShop18hasover4millionuniquesamonth.25
26. 26.Figure9:ECommerceRevenueEcommerceinIndiatoexplodein2014,Indianeshopperswillhavea
goodtimegettinggreatdealsandservicesonline.ArecentpanIndiareportreleasedbyComScoreIncreveals
thatonlineshoppinginIndiahastouchedagrowthrateof18percentandisonlylikelytogrowfurther.The
reportfoundthatnearly60percentofcitizensinIndiavisitedaretailsiteinNovember2013,withthenumber
ofonlineshoppersincreasingby18percentinthepastyear.Ecommercecanbecomeanintegralpartofsales
strategywhileitisoneofthecheapestmediumtoreachoutthenewmarkets,ifimplementedsuccessfully,it
offerasmartwayofexpansion&doingecommerceattributetothesuccessfulimplementationtocarefully
understandingtheproducts&services,customersandthebusinessprocess,easytousesystemtoextendthe
businessontheweb.AnewreportbytheBostonConsultingGroupsaysonlineretailinIndiacouldbea$84
billionindustryby2016morethan10timesitsworthin2010andwillaccountfor4.5percentoftotal
retail.Theecommerceplatformsmaximizeitsreachtothepotentialcustomersandprovidethemwitha
convenient,satisfying&secureshoppingexperience.10.KeyPlayersTop5ECommercecompaniesinIndia
(Source:nextbigwhat.com)26

27. 27.Flipkart.comisanecommercewebsitefoundedbySachinBansalandBinnyBansalin2007.Bothare
fromIITDelhiAlumniandalsoworkedinAmazon.com.FlipKart.comFlipkart.comranks#502inworld
accordingtoAlexatrafficrankings.InGooglepageitranks#6.Itformsadvertisingrevenueof$4.8million.It
receives2.2millionpageviewsinadayandgenerates$6,574inadvertisingrevenueeveryday.Moreoverit
hascertainlosses0.60%intrafficranking.Loadingtimeofanaveragepageis2.1secasitismuchfasterthan
29%ofsitesaroundtheworld.ThemodeofpaymentsincludeCreditcard,Debitcard,Netbanking,egift
vouchers,cashondelivery.eBayisanonlineshoppingwebsiteaconsumertoconsumercorporationwhich
helpsthepeopleandbusinessmantobuyandsellproductsworldwide.Itisoperatedtoalmost30countries.
Ebay.inSnapdeal.comeBayranks#544amongAlexatrafficranking.InGoogleithaspagerank#6.The
advertisingrevenueinculcatedwasabout$4.4Million.Moreoveritreceives2millionpageviewsperday
whichgenerates$6,066intheadvertisementrevenue.Recentlyithasshown15.13%growthintrafficrank.
Thepageloadingtimeisupto2secwhichislikelyfasterthan24%sitesacrosstheworld.Snapdealdealswith
onlinemarketingofproductsincludingMobiles,Electronics,Fashionaccessories,Apparel,Footwear,Kids,
HomeandKitchen,Sports,BooksandserviceslikeRestaurants,Spas&Entertainment.Itwaslaunchedby
KunalBahl,aWhartongraduate27
28. 28.andRohitBansal,alumnusofIITDelhi,inFebruary2010.Itranks#576intheworldasperAlexatraffic
ranking.Itranks#5inGooglePageRank.Theadvertisingrevenueisabout$4.2million.Itreceives1.9
millionpageviewsinadayandgenerates$5,729inadvertisingrevenue.Ithassufferedlossof4.16%in
trafficranking.Theloadingtimeofanaveragepageis1.6secwhichisfasterthan46%ofsitesacrossthe
world.Jabong.comJabongisafashionandlifestyleecommerceownedbyRocketinternet.Jabongretails
apparel,footwear,accessories,beautyproducts,fragrances,homeaccessoriesandotherfashionandlifestyle
products.Jabong.comhasaGooglepagerank#3.Theadvertisingrevenueisabout$2.4Million.Itreceives
1.1millionpageviewsperdaygenerating$3,310inadvertisingrevenue.Itshows7.69%growthrateintraffic
rank.Thepageloadingtimeis1secandisfasterthan56%sitesaroundtheworld.Itisanonlineshopping
commerceforHomeLifestyle&Fashioneretailerfoundedin2009BigShoeBazaar.comhasauserbaseof
about1.5millionpeople.Yebhi.comofferslifestyle&Homeproductsandproductsfromarangeofsome250
brandstoitscustomersdealinginShoes,Apparels,Bags,Mobiles,Cameras,Sunglasses,Watches,Home
furnishing,Homedecor,Homeware,LingerieandFragrances.Itranks#1,782amongAlexatrafficranking.It
ranks#4inGooglepageranking.Advertisingrevenueisabout$1.4million.Itreceives617,28428
29. 29.pageviewsperdaygenerating$1,852inadvertisingrevenue.Ithasrecentlyshown6.70Growthamong
trafficranking.Thepageloadingisabout2secwhichisfasterthan39%ofsitesaroundtheworld.7.Barriers
ofECommerceinIndia:Someoftheinfrastructuralbarriersresponsibleforslowgrowthofecommercein
Indiaareasfollows.Someoftheseevenpresentnewbusinessopportunities.LackofITpoliciesandeffective
cyberlawsLackoftrustamongcustomers:Youhavetodelivertheproduct,safeandsecure,inthehandsof
therightguyinrighttimeframe.Regularpostdoesntofferanacceptableservicelevel.Couriershavehigh
chargesandlimitedreach.Initially,youmighthavetotakeinsuranceforhighvalueshippedarticles
increasingthecost.Indianpeople(especiallyfemales)havetendencytobargaintheproducts,whichisnot
feasibleinEcommerce.DifferentlocallanguagesandculturalfactorsLackofawarenessandunderstandingof
thevalueofecommerceContinuouschangeintechnologies,emergingnewtechnologiesNotsureofproduct
qualityNeedtowaitfordeliveryonceproductisorderedsincewidelyspreadregions29
30. 30.NosignificantdiscountsontheproductstopurchaseShippingcostsarehighduetobiggeographicalarea
Security.Ensuringsecurityofpaymentsandprivacyofonlinetransactionsiskeytothewidespread
acceptanceandadoptionofecommerce.Internetcosts:Todependonspeed,bandwidthofinternet
(Approximatelyaround1.6millionhouseholdsconnectedtotheInternet)Financialcostsforstoring
information,continuouschangeoftechnologies,processingordersTaxations:Octroi,entrytax,VATandlots
ofstatespecificformswhichaccompanythem.Thiscanbeconfusingattimes.8.RecommendationsThemost
importantfactorthatisnecessaryingrowingeCommerceinIndiaTrust.IfwelookattheIndiancontext,I
feelthatthereisagenerallackoftrustbetweenretailersandcustomers.Consumersdonttrusttheretailers
becausetheyfeelthattheyareeitherbeingoverchargedorthattheywouldntbeabletogetappropriatelevel
ofcustomerserviceoncethesaleiscomplete.Retailersdonttrustthecustomersbecausetheyfeelthatthe
customerswilltakeeveryopportunitytomisusethereturnorexchangepolicies.Itismyopinionthatthis
generallackoftrustistheprimarybarrierthatisimpedingthegrowthofeCommercewithinIndia.Hereare
someofthepracticaltechniquesthatonlineretailerscanemploytoimprovethisleveloftrustandbuildan
environmentwherecustomersfeelsafeinclickingthatProceedtoCheckoutbutton.1.CustomerReviews
Todayscustomersareputtinglesstrustonwebsitemarketingmessagesandbecomingmoreinfluencedby

recommendationsfromotherpeople.Customerstrustforanonlineretailerwillincreaseiftheretaileroffers
anabilitytolet30
31. 31.customerssharetheirpositiveaswellasnegativereviewsaboutproductsorvendors.Thekeyistonot
moderatethenegativereviewsbecausebyallowingcustomerstopostnegativereviews,itwillactually
enhancethecredibilityoftheretaileraswellasotherreviews.Obviously,anyfoullanguageneedstobe
moderatedbutanygenuineissueswiththeproductsorvendorsmustbepostedalongwiththepositive
reviews.2.ClearshippinganddeliverycommitmentAtthetimeofsettingupproductsforsale,clearshipping
andhandlingtimemustbeassociatedwiththeproduct.Thisinformationshouldbedisplayedconsistentlyon
allproductpagessothatcustomersexpectationsaroundshippingtimelinecanbeclearlyset.3.Analytics&
PersonalizationAlthoughpersonalizedproductrecommendationsandcontentdonotdirectlyincrease
customerstrust,theydodemonstratetothecustomerthattheonlineretailerismakingagoodeffortin
understandingthecustomersindividualneedsandisactinguponthem.Thisimplicitlyimprovesthecomfort
levelthattheretailerisnotjustlookingtosellproductsbutismakinganhonestattemptinbuilding
relationshipwiththecustomer.4.OperationalReporting&DashboardsOnlineretailersmustinvestinstrong
operationalreportsthatprovidealertsandmetricsonordersthathaveariskofmissingtheservicelevelthat
waspromisedtothecustomers.IfyouhaverecentlyimplementedaneCommerceplatform,chancesarethat
attimesorderswillgetstuckinvariousstates.Therefore,itisimportanttoestablishthresholdsaroundhow
longshouldordersstayinvariousstates(suchasProcessingforPayment,PreparingforShipmentetc.)
andthenbuildautomatedalertswhenordersexceedthesethresholds.5.VendorPenaltiesIntheIndian
context,majorityoftheeCommercesitesworkinadropshipmodel.Thisimpliesthattheonlineretailer
doesntphysicallystockthegoods,andinsteadreliesonexternalvendorstodirectlyshipthemerchandiseto
customershome.Inthiscase,itisextremelycriticaltosetclearSLAsonhowlongwillittakethevendorsto
shiptheorders.Thereshouldbefinancialpenalties31
32. 32.builtintothecontractsifthevendorsmisstheservicelevels.Also,thereshouldbepenaltiesifthevendors
receiveexcessivenegativereviewsfromcustomers.6.PriceMatchGuaranteeAPriceMatchGuarantee
(PMG)isastorepolicywhichentitlesacustomertoarefundofthedifferencebetweenthestoresasking
priceandacompetitorsprice.Itcannotonlyhelpbuildtrustwiththecustomer,itcanalsohelpreduceprice
competitionacrossonlineretailers.Thismaysoundcounterintuitivebutitisoneofthemostdiscussed
examplesinGameTheoryandithasactuallyhelpedretailersinUStoavoiddirectpricewars.Takefor
exampleafirmlikeCircuitCitythathasapricematchguarantee,whichlooksgoodtoaconsumer.Butthat
guaranteereallyallowsCircuitCitytochargehigherpricessincecompetitorswillbediscouragedfromsetting
alowerpricethatCircuitCityonlywillmatchwhenitmust.7.WelltrainedcallcentreIrecentlycalledAirtel
customerservicetoaddBlackberryservicetomycellphone.Therewasanissuewiththeirautomated
messagingsystemthatwasdirectingmetoawronggroupwithinAirtel.Aftercalling9times,Igaveup
becauseeveryagentthatIspoketohadthesamescriptedresponsethatIshouldcallbackagainandpress
option2.ThepointIammakingisthatalthoughitisimportanttotrainthecallcentreagentsaroundspecific
customerserviceissues,whatisevenmoreimportantisthatthecallcentreagentsbetrainedtohavegood
problemsolvingskills,andtheyshouldbeempoweredtoowntheproblemresolutionfromendtoend.8.
FraudProtectionNotonlyshouldanonlineretailerensurethattheappropriatesecuritycertificatesaresetupto
handlecheckoutrelatedtransactions,thesensitivecustomerandpaymentinformationshouldbestoredinan
encryptedformat.Themessagingonthesiteshouldclearlyindicatethatthecheckoutprocessiscompletely
secure.Inaddition,therearethirdpartyFrauddetectionservicesavailablethathelpflagpotentiallyfraudulent
transactionbaseduponcreditcardusagevelocityandotherparameters.Theseserviceswouldnotonlyhelp
reducethecreditcardchargebacksfortheretailers,butwillalsoimprovethesenseofsecurityandtrustwith
customers.9.Proactive,timelycommunication32
33. 33.Arewethereyet?Ifyouhavegoneonalongdrivewithkids,chancesarethatyouhavebeenaskedthis
question.Itishumannaturetoexpecttimelycommunication,especiallywhentheyarewaitingforsomething
thattheyhavealreadypaidfor.Theretailersshouldensurethateverysinglestatusupdateontheorder
generatesanalertforthecustomer.Also,iftheorderwaitsinaspecificstateforatimeframelongerthanwhat
waspromisedtothecustomer,anemailshouldbeautomaticallysenttothecustomerstomakethemawareof
thedelay.Ifthedelayislongerthanafewdays,customershouldbecontactedviaphoneandaskedfor
approvalforthedelayorgivenanoptiontocanceltheorder.10.ChargeonlyafterordershipmentCustomers
feelmuchmorecomfortableiftheyknowthattheywillonlygetchargedoncetheorderships.Currently,alot
ofretailerschargethecustomerscreditcardimmediatelywhencustomerplacestheorder.However,they
shouldconsiderauthorizingtheamountatthetimeoforderandonlychargethecardoncetheorderships.

Thiswillalsominimizeanyneedtorefundtheamountbacktothecustomerincasetheorderneedstobe
cancelledforanyreason.11.SelfServiceCapabilitiesThemoreonlineselfservicecapabilities(e.g.order
cancellation,modifications)retailerscanprovidetothecustomers,itwillnotonlyhelpreducethecallcentre
expense,butwillalsobuildmoreconfidencewiththecustomers.Customerswillfeelmoreincontrolbecause
theywouldnthavetospend10minuteswithacallcentreagenttoexplaintheissueinstead,theycan
directlyresolvetheissueonline.12.Realtimeinventoryupdates&safetystockRetailersmustinvestin
buildingautomatedcapabilitiesthatkeepanuptodaterecordofhowmuchinventoryisavailableforalltheir
products.Productsmustimmediatelybecomeunavailableforpurchasefromthesiteassoonastheinventory
reachesbelowthesafetystock.Cancellingcustomerordersduetolackofinventoryisasituationthatall
retailersmustavoidbecausethisnotonlyfrustratesthecustomers,itdropstheirconfidenceintheretailers
abilitytokeeptheirpromise.ECommercewillseeasignificantgrowthinIndia.However,thechasmbetween
theearlyadoptersofeCommerceandtheoneswhoarewaitingcanonlybecrossedbybuildingastronglevel
oftrustwithourcustomersandwinningthem,onecustomeratatime.33
34. 34.9.TheFutureofECommerceECommerceisthefutureofshopping.Thus,iswouldbeapttoquoteThe
futureishere.It'sjustnotwidelydistributedyetWilliamGibsonTheInterneteconomywillcontinueto
growrobustlyInternetuserswouldbuymoreproductandbuymorefrequentlyonlinebothnewand
establishedcompanieswillreapprofitsonlineandSaferOnlinePaymentSystems:AstheInternet
becomesasaferplacetotransact,theamountspentbytheInternetUsersonlineisboundtoincrease.Those
apprehensiveofdivulgingtheircreditcardandbankdetailswouldbeactiveonlineshoppers.TheInternet
usersareexpectedtobuyhighendproductslikeautomobile,property,homedurablesonline.Customization
ofcontentandofferings:Astheinternetusersmature,thedemandforcustomizationwillincrease.The
contentwouldadopttheregionalflavours.Morenicheswillbeformed,seekingforofferingsmadeforthem
andcontentthatmeetstheirrequirements.MorenumberofshoppersfromNonMetros:Currently,following
thespreadofuserscomingfromMetrosandNonMetros.Thischangewouldbeboughtbyhigherpenetration
ofInternetinthesmalltownsandlimitedreachofphysicaldistributionchannelsoftheestablishedsellersto
thesetowns.ThesefactorscoupledwithhigherdisposableincomewouldcompeltheInternetusersinthese
townstobuyonline.ExpandingUserBase:GoingatthecurrentrateofgrowthintheInternetusers
transactingonline,theuserbaseforECommerceisexpectedtoriseexpandexponentially.Alargeportionof
theInternetpopulationisundertheageof35yearsandisincreasinglymovingnorthwardsasfarasthe
purchasingpowerisconcerned.Theuncannynatureofthissegmenttousenowandpaylaterisgoingto
playanimportantpartinthefuturegrowthofecommercemarket.Beitpickingnewstocksornewclothes,
findingajoborabride,thewebwayofdoingthingswillgainprecedence.MCommerce:CurrentlyE
CommerceissynonymouswithPCandbrowserbasedinteraction.However,inthenearfutureGPRSenabled
mobilephoneswillruletheonlinetransactions.Today,onlinedownloadstomobilephonesislimitedtolow
valueserviceslikemusicdownloads,picturemessagedownloadsandringtonedownloads.However,asthe
mobileusersgetmorefamiliarwithbuyingonline,thepurchaseofhighinvolvementproductsisexpectedto
rise.CertainverticalslikeBankingandFinance,Travel,Entertainment,andRetailarelikely34
35. 35.todrivethegrowthofmCommerceinthecountry.Intherecentpast,ECommerceanditvariantslikethe
mCommercehaveyearnedforthepositionofbeingthemostimportantdriversoftheInternet.Theyare
continuouslyevolvingandupgradingtomakeaconsumerseSpendingexperiencehasslefreeand
memorable.However,toattainthatposition,itneedstoawakenitsinnerbeautysimplicityandsecurityof
transaction.Thetrendofonlineshoppingissettoseegreaterheightsincomingyears,notjustbecauseof
Indiasrisinginternetpopulation,butalsoduetochangesinthesupportingecosystem.TheECommerce
marketinIndiaissmallerthaninothermarketsthatForresterforecastsinAsia,butitisgrowingthefastest.
Retailershaveasizeableopportunityastheonlinepopulationstartstospendmoreandbuymorefrequently
online35
36. 36.ConclusionSeveralimportantphenomenaareassociatedwithecommerce.ECommercehasunleashed
yetanotherrevolution,whichischangingthewaybusinessesbuyandsellproductsandservices.New
methodologieshaveevolved.Theroleofgeographicdistancesinformingbusinessrelationshipsisreduced.E
Commerceisthefutureofshopping.Withthedeploymentof3Gand4Gwirelesscommunication
technologies,theinterneteconomywillcontinuetogrowrobustly.Inthenext3to5years,Indiawillhave300
to400millioninternetuserswhichwillequal,ifnotsurpass,manyofthedevelopedcountries.Internet
economywillthenbecomemoremeaningfulinIndia.Withtherapidexpansionofinternet,Ecommerceisset
toplayaveryimportantroleinthe21stcentury,thenewopportunitiesthatwillbethrownopen,willbe
accessibletobothlargecorporationsandsmallcompanies.Theroleofgovernmentistoprovidealegal

frameworkforECommercesothatwhiledomesticandinternationaltradeareallowedtoexpandtheir
horizons,basicrightssuchasprivacy,intellectualproperty,preventionoffraud,consumerprotectionetc.are
alltakencareof.36
37. 37.BIBLIOGRAPHY1.Chakraborty,K.D.andChatterjee,D.,ECommerce,B.B.KunduGrandsons,
Kolkata,2011,pp32562.Das,L.,GrowingTrendsofECommerceandItsRoleinConsumersBuying
Pattern,InternationalJournalofMarketing,FinancialServices&ManagementResearch,Vol.1,Issue10,
October2012,pp2002093.EcommerceBusinessModelsandConcepts,ECommerce:Business,
Technology,andSociety2009,FifthEdition,byKennethC.LaudonandCarolGuercioTraver,Publishedby
PrenticeHall,adivisionofPearsonEducation,Inc.(AvailableWebsite:
http://wps.pearsoncustom.com/wps/media/objects/6717/6879191/EBM100_Ch02.pdf,10/1/2014)4.Goele,S.
andChanna,N.,FutureofECommerceinIndia,InternationalJournalofComputing&BusinessResearch,
ProceedingsofISociety2012atGKU,TalwandiSaboBathinda,Punjab(AvailableWebsites:
http://www.researchmanuscripts.com/isociety2012/7.pdf,10/1/2014)5.Hariharaputhiran,S.,Challengesand
OpportunitiesofECommerce,InternationalJournalofMarketing,Financial,Services&Management
Research,Vol.1,No.3,March2012,pp981086.Jain,S.andKapoor,B.,EcommerceinIndiaBoomand
theRealChallenges,VSRDInternationalJournalofBusiness&Management,Vol.2(2),2012,pp47537.
Lal,K.(1999).DeterminantsoftheadoptionofInformationTechnology:acasestudyofelectricaland
electronicgoodsmanufacturingfirmsinIndia.ResearchPolicy,28,667680.8.ECommerceTheCutting
EdgeofBusiness,Bajaj&NagNewDelhi20009.P.MalhotraandB.Singh,Determinantsofinternet
bankingadoptionbybanksinIndia,InternetResearch,vol.17,no.3,(2007),pp.32333910.Electronic
CommercefromWikipediathefreeencyclopaediahttp://en.wikipedia.org/wiki/Electronic_commerce,
22/1/201411.http://www.iamai.in/ecommerce/rsh_pay.aspx?rid=XvXKtpsoDMg=,14/02/2014
12.http://www.forrester.com/Trends+In+Indias+eCommerce+Market/fulltext//ERES78361?docid=78361
,9/02/201413.http://www.slideshare.net/allinsights/growthofecommerceinindia,29/01/2014
14.http://www.nextbigwhat.com/indianecommercestores297/,5/02/201437
38. 38.15..http://www.ibnlive.com/news/indiatechmarketpeggedat243blnby2011gartner/5837211.html.,
22/02/201416.http://yourstory.in/2013/01/indianecommercewhatdoesthefuturelooklike/,24/02/2014
17.IProspect,Informationonhttp://www.iprospect.com/searchenginemarketinguniversity/,(2008),
25/02/201418.http://www.imgrind.com/10advantagesofinternetmarketing/10,17/02/2014
19.http://www.ithinkinfotech.com/blog/business/ecommercestatisticsinindia2012countrywidegrowth
andmarketshare.html,8/02/201420.http://articles.economictimes.indiatimes.com/2012
0325/news/31236605_1_ecommercemarketinternetusersonlinepurchases,09/02/2014
21.http://findarticles.com/p/articles/mi_m1TSD/is_2_6/ai_n25015739/?tag=contentcol1,25/02/201438
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ECommerceinIndia:Evolution,GrowthandChallenges
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