UNDERSTANDING E-COMMERCE: A STUDY WITH REFERENCE TO COMPETITIVE ECONOMY

Abstract

Practically e-commerce in India started becoming popular when the internet users and smart phone sales was gaining prominence. But over the years there is no doubt the e-commerce has become popular among roughly 30% of the population living in the cities but due to limited scope of product variety and standardization the sale through e-commerce is not increasing at faster pace. Only limited but branded items are on sale because of the limitations of selection and reassurance to customers that their buying is cost saving with a-priory condition that after sale service and product quality is guaranteed by e-commerce. The growth of e-commerce is dependent on factors like the financial literacy, standard of living, nature of habitation, payment system i.e digital vis-a-vis cash and more importantly on up-scaling of manufacturing enterprises. It appears that daily used products are least common in the e-commerce mode and only the most branded and customized but with standardization are more popular on e-commerce mode.

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