Growth of E-commerce in India: An Analytical Review of Literature

Madhurima Khosla · Harish Kumar

40 citations0/0 files storedIOSR Journal of Business and Management

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E-commerce and Technology Innovations Technology Adoption and User Behaviour Digital Innovation in Industries

Abstract

E-commerce is one of the fastest growing segments in the Indian Economy.Though marked by high growth rate, the Indian e-commerce industry has been behind its counterparts in many developed and emerging economies, primarily due to a relatively low internet user base.In a study conducted by global management consultancy firm AT Kearney in 2015, there were only 39 million online buyers in India; a tiny fraction of the 1.2 billion who live in the country.However, increased technological proliferation combined with internet and mobile penetration, presents a favorable eco-system for the development of e-commerce in India.The country is currently at the cusp of a digital revolution.Launch of 4G services and decline in the tariffs of data plans and prices of data cards/USB dongles have reduced the cost of ownership of an effective internet connection.Availability of low cost smart phones and the extension of internet and broadband to the remotest corners will boost the augmentation of the internet user base, effectively bridging the gap between potential online buyers and actual buyers.The demographic dividend of the country also seems to encourage and favor the growth of ecommerce.The survival of the e-commerce firms in a highly dynamic environment becomes a challenging task when coupled with the cutthroat competition prevailing in the sector.The onus then lies on the firms to constantly adapt and innovate while providing an information rich and seamless experience to ensure customer loyalty.This study attempts to explore the evolution of e-commerce in India and identifies various challenges to as well the factors responsible for the future growth and development of e-commerce.

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References

2002E-commerce and its impact on operations management 2015E-Commerce: Role of E-Commerce in Today's Business 2016ADVANTAGES AND CHALLENGES OF E-COMMERCE CUSTOMERS AND BUSINESSES: IN INDIAN PERSPECTIVE 2012FUTURE OF E-COMMERCE IN INDIA

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2023E-commerce in India: Trends, Hurdles, and Growth Opportunities 2022Open Network for Digital Commerce -ONDC (E-Commerce) Infrastructure: To Promote SME/ MSME Sector for Inclusive and Sustainable Digital Economic growth 2021Spurring entrepreneurial intensity through social capital and relationship quality 2024E-Commerce Expansion in Indian Retail: A Strategic Analysis of Market Penetration and Competitive Dynamics 2021Rise of E-commerce in India: A Meta-analysis of altering Consumer Perspective 2023An Analysis of Literature on the Growth of E-Commerce in India 2023E-commerce in India: Challenges and opportunities 2025Evolution of E-Commerce in Business: A Review

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