B.J.

B AUTONOMOUS COLLEGE,
BHUBANESWAR, ODISHA, INDIA

E-COMMERCE IN INDIA
A PROJECT SUBMITTED IN PARTIAL FULFILMENT
OF THE REQUIREMENT FOR DEGREE OF B.A. ECO. (H)
B.J.B. AUTONOMOUS COLLEGE
PAPER – DISCIPLINE SPECIFIC ELECTIVE-4(PROJECT
PAPER)
BY
NAME: - MUGDHA PATTNAIK
ROLL NO: - BA-15-061
UNDER THE SUPERVISION OF: DR. SADHNA SATAPATHY
 DECLARATION

I hereby declare that the project work with the title “E-
COMMERCE IN INDIA” submitted by me for the partial
fulfillment of the degree of B.A. Honours in ECONOMICS
under B.J.B. (A) College is my original work and has not been
submitted earlier to any other University/Institution for the
fulfillment of the requirement for any course of study.
I also declare that no chapter of this manuscript in whole or
in part has been incorporated in this report from any earlier
work done by others or by me. However, extracts of any
literature which has been used for this report has been duly
acknowledged providing details of such literature in the
references.

It has no commercial implication and is done only for academic

purpose.

SIGNATURE OF THE STUDENT SPECIFIED SIGNATURE OF THE GUIDE CONCERNED

Mugdha Pattnaik DR. Sadhna satapathy
 ACKNOWLEDGEMENT
I take this opportunity to express a deep sense of gratitude
to Dr. PRASANNA KUMAR MOHANTY,
Principal, B.J.B. AUTONOMOUS COLLEGE, for his cordial
support as he gave the permission to use all required
equipment and the necessary material to complete the
project.
I take this opportunity to express my profound gratitude and
deep regard to my guide Dr. BISHNUPRIYA MISHRA, Head
of the department of Economics, B.J.B. AUTONOMOUS
COLLEGE, for her exemplary guidance, monitoring and
constant encouragement throughout the course of this
project. The blessing, help and guidance given by her from
time to time shall carry me a long way in the journey of life on
which I am about to embark.
Lastly, I thank almighty, my parents and friends for their
constant encouragement without which this project would not
be possible.
 Why did I choose the topic:

Technology enabling e-commerce has matured sufficiently. The

number of online retailers indicates society’s acceptance of ecommerce.
There is however, still a great amount of progress that is being in these
areas, both in terms of the technology being developed as well as in
terms of the market penetration and method of employment.
However as per the recent trend people are opting online over offline
in any field may it be commerce, trade, transaction etc. The topic is
related to our day to day basis of selling and buying. E commerce has
become the catalyst for improving Indian economy and is the petrol
for globalization. The trade Commerce of Indian products are not only
sold in India but also in the foreign countries through internet. It is
much an easier basis for trading and transacting money in exchange.
With just a click you can manage to get the things at your doorstep.
Being a recent trend all over the country, it motivated me to choose
the topic. Secondary data were easily available of different categories
of e commerce i.e. automobile, retail etc. Keeping in mind the lack of
time, financial concern, labor, etc., I tried to avoid the primary way of
collecting information.
 CONTENTS

CHAPTER-1 PAGE NO.

INTRODUCTION
1.1 OBJECTIVES OF THE STUDY
1.2 RESEARCH METHODOLOGY
1.3 RESEARCH HYPOTHESIS
1.4 BRIEF HISTORY

CHAPTER-2
REVIEW OF LITERATURE

CHAPTER-3
3.1 ADVANTAGES AND DISADVANTAGES
3.2 EVOLUTION OF E-COMMERCE

CHAPTER- 4

4.1 FINDINGS
4.2 PRESENT TRENDS OF E-COMMERCE
4.3 E-COMMERCE REVENUE
4.4 KEY PLAYERS
4.5 IMPACT OF ECOMMERCE ON INDIAN ECONOMY

CHAPTER-5
SUMMARY AND DISCUSSION

5.1 SUGGESTIONS
5.2 CONCLUSION
5.3 FUTURE OF E-COMMERCE

BIBLIOGRAPHY AND REFERENCES

CHAPTER:1
 INTRODUCTION

E-commerce is also known as electronic commerce which is a

commercial activity conducted via world wide web. it a place for
buying and selling online. On the internet, it relates to a website of the
vendor, who sells products or services directly to the customer from the
portal using a digital shopping cart or digital shopping basket system
and allows payment through credit card, debit card or EFT (Electronic
fund transfer) payments. Electronic commerce draws on technologies
such as mobile commerce, electronic funds transfer, supply chain
management, Internet marketing, online transaction processing,
electronic data interchange (EDI), inventory management systems,
and automated data collection systems. E-commerce or E-business
involves carrying on a business with the help of the internet and by
using the information technology like Electronic Data Interchange
(EDI). E-Commerce has almost overnight become the dominant online
activity. There is no single definition of E-Commerce, it means only
commercial activity which is performed or linked to or supported by
Electronic Communication. E-commerce businesses may also employ
some or all of the followings:

- Online shopping web sites for retail sales direct to

consumers
- Providing or participating in online marketplaces, which
process third-party business-to-consumer or consumer-to-
consumer sales
- Business-to-business buying and selling;
- Gathering and using demographic data through web
contacts and social media
 - Business-to-business (B2B) electronic data interchange
- Marketing to prospective and established customers by e-
mail or fax (for example, with newsletters)
- Engaging in retail for launching new products and
services
- Online financial exchanges for currency exchanges or
trading purposes.

According to an associated chamber of commerce and industry of

India survey the online retail market in India may has declined on 2017
due to GST and demonetization effect from 70 billion as per 2015
survey. India has always been a land of great potential. with the
population of over 100 crores the country has improved many folds
after independence and is now emerging as one of the leading
countries of the world with the growth rate of above 6.5%. as
technology is spreading to the remotest village and many job
opportunities are presenting themselves through the unemployed
youth. so more and more people are gaining awareness. Many sites IN
INDIAN PORTAL are now selling a diverse range of products and
services from flowers, greeting cards, and movie tickets to groceries,
electronic gadgets, and computers, etc.
With stock exchanges coming online the time for true e-commerce in
India has finally arrived.
 Objectives of the Study

The objectives of present study are:

1. To understand the MEANING of E-Commerce.

2. To get to know how advantageous is e commerce.
3. To examine the barriers of E-Commerce in India.
4. To predict future of E-commerce.
5. To analyze the sales of domestic automobiles.
6. To study the trends in retail e-commerce.
7. To understand the total retail sales.
8. To portray the decreasing trend in cod in retail field.
9. To depict the overall performance of e-commerce.
10. To be write digital buyers and digital payments methods in India.
11. Some simple solutions for overcoming the drawbacks.
 RESEARCH METHODOLOGY

THIS IS A THEORITICAL REVIEWED WORK AND THE STUDY IS

BASED MAINLY ON THE LITERATURE AVAILABLE IN CONNECTION
WITH THE E COMMERCE OF INDIA. THE AVAILABLE BOOKS,
DIFFERENT MAGAZINES, NEWSPAPERS, JOURNAL, TABLES,
GRAPHS, ETC. HAVE BEEN CONSULTED TO STUDY. INFORMATION
COLLECTED ARE BASICALLY SECONDARY IN NATURE PUBLISSHED
IN VARIOUS JOURNALS AND REPORTS OF GOVT. INSTITUTIONS.
 Hypothesis:
H0 (null hypothesis): E-Commerce has gradually increased its share in GDP
of Indian Economy.
H1 (alternative hypothesis): E-Commerce has not shown an increasing trend
in contribution to GDP of Indian Economy.
 BRIEF HISTORY

1960 – 1982

Paving the way for electric commerce was the development of

the Electronic Data Interchange (EDI). EDI replaced
traditional mailing and faxing of documents with a digital
transfer of data from one computer to another.

Trading partners could transfer orders, invoices and other

business transactions using a data format that met the ANSI
ASC X12, the predominant set of standards in North America.

Once an order is sent, it is then examined by a VAN (Value-

Added Network) and finally directed to the recipient’s order
processing system. EDI allowed the transfer of data
seamlessly without any human intervention.

Michael Aldrich, an English inventor, innovator and

entrepreneur is credited with developing the predecessor to
online shopping. The idea came about during a stroll with his
wife and Labrador when Aldrich lamented about their weekly
supermarket shopping expedition. This conversation sparked
an idea to hook a television to their supermarket to deliver
the groceries. Immediately after the discussion Aldrich
quickly planned and implemented his idea.

In 1979 Aldrich connected a television set to a transaction

processing computer with a telephone line and created what
he coined, “teleshopping,” meaning shopping at a distance.

1982 – 1990

It was apparent from the beginning that B2B online shopping

would be commercially lucrative but B2C would not be
successful until the later widespread use of PC’s and the
World Wide Web, also known as, the Internet. In 1982,
France launched the precursor to the Internet called, Minitel.

The online service used a Videotext terminal machine that was

accessed through telephone lines. The Minitel was free to
telephone subscribers and connected millions of users to a
computing network.

By 1999, over 9 million Minitel terminals had been distributed

and were connecting approximately 25 million users in this
interconnected network of machines. The Minitel system
peaked in 1991 and slowly met its demise after the success of
the Internet 3 years later. Eventually, in 2011, France
Telecom announced its shutdown of the Minitel service
system. Sadly, it had not become what it had hoped to be, the
Internet.

90’s to Present

In 1990 Tim Berners Lee, along with his friend Robert Cailliau,
published a proposal to build a “Hypertext project” called,
“Worldwide Web.” The inspiration for this project was
modeled after the Dynatex SGML reader licensed by CERN.

That same year, Lee, using a Next computer created the first
web server and wrote the first web browser. Shortly
thereafter, he went on to debut the web on Aug. 6, 1991 as a
publicly available service on the Internet. When Berner’s Lee
decided he would take on the task of marrying hypertext to
the Internet, in doing that, the process led to him developing
URL, HTML and HTTP.

When the National Science Foundation lifted its restrictions

on commercial use of the NET in 1991, the Internet and online
shopping saw remarkable growth. In September 1995, the
NSF began charging a fee for registering domain names.
120,000 registered domain names were present at that time
and within 3 years that number grew to beyond 2 million. By
this time, NSF’s role in the Internet came to an end and a lot
of the oversight shifted to the commercial sector.

The 1992 book, Future Shop: How Technologies Will Change

the Way We Shop and What We Buy, provided insight and
predictions on the future of consumerism. An overview of the
book explains:

“For hundreds of years the marketplace has been growing

more complex and more confusing for consumers to navigate.
Published in 1992, long before the Internet became a
household word. Future Shop argued that new information
technologies, combined with innovative public policies, could
help consumers overcome that confusion. A prescient
manifesto of the coming revolution in e-commerce, Future
Shop’s vision of consumer empowerment still resonates today.”

From the beginning, there were many hesitations and concerns

with online shopping but the development of a security
protocol – the Secure Socket Layers (SSL) – encryption
certificate by Netscape in 1994 provided a safe means to
transmit data over the Internet. Web browsers were able to
check and identify whether a site had an authenticated SSL
certificate and based on that, could determine whether or not
a site could be trusted.

Now, SSL encryption protocol is a vital part of web security

and version 3.0 has become the standard for most web
servers today.
Online Ecommerce Megastores

The mid-nineties to 2000’s saw major advancements in the

commercial use of the Internet. The largest online retailer in
the world Amazon, launched in 1995 as an online bookstore.
Brick-and-mortar bookstores were limited to about 200,000
titles and Amazon, being an online only store, without physical
limitations was able to offer exponentially more products to
the shopper.

Currently, Amazon offers not only books but DVDs, CDs, MP3
downloads, computer software, video games, electronics,
apparel, furniture, food, and toys. A unique characteristic of
Amazon’s website is the user review feature that includes a
rating scale to rate a product. Customer reviews are now
considered the most effective social media tactic for driving
sales. The company attracts approximately 65 million
customers to its U.S. website per month and earned revenue
of 34.204 billion in 2010. In 2001, Amazon.com launched its
first mobile commerce site.

Another major success story of the dot com bubble was Ebay,
an online auction site that debuted in 1995. Other retailers
like Zappos and Victoria Secret followed suit with online
shopping sites; Zappos being a web only operation.
Also in 1995, was the inception of Yahoo followed by Google in
1998, two leading search engines in the US. These successful
web directories began their own ecommerce subsidiaries with
Google Shopping and Yahoo! Auction, in following years.

Global ecommerce company, PayPal, began its services in 1998

and currently operates in 190 markets. The company is an
acquired bank that performs payment processing for online
vendors, auction sites, and other commercial users. They allow
their customers to send, receive and hold funds in 24
currencies worldwide. Currently, PayPal manages more than
232 million accounts, more than 100 million of them active. As
more and more people began doing business online, a need for
secure communication and transactions became apparent. In
2004, the Payment Card Industry Security Standards Council
(PCI) was formed to ensure businesses were meeting
compliance with various security requirements.

The organization was created for the development,

enhancement, storage, dissemination and implementation of
security standards for account data protection.

The growing use of the Internet, tablet devices, and smart

phones coupled with larger consumer confidence will see that
ecommerce will continue to evolve and expand.

With social media growing exponentially in recent years, the

conversation between businesses and consumers has become
more engaging, making it easier for transactional exchanges to
happen online. Internet retailers continue to strive to create
better content and a realistic shopping experience with
technologies like augmented reality.

With mobile commerce gaining speed, more users are

purchasing from the palm of their hand. The market for
mobile payments is expected to quadruple by 2014, reaching
$630 billion in value. Total sales in ecommerce have grown
from $27.6 billion in 2000 to $143.4 billion in 2009 and are
expected to continue its growth for the foreseeable future.
CHAPTER:2
 Review of Literature

Malhotra and Singh studied the determinants of Internet banking

adoption by banks in India. Panel data of 88 banks in India covering
the financial years 1997–1998 to 2004–2005 was collected through
CMIE (Centre for Monitoring Indian Economy) database. Logistic
regression analysis was used, the dependent variable is categorical with
a value of 1 if a bank adopted Internet banking during the study
period and 0 otherwise. Independent variables included in the study
are firm size, firm age, bank deposits ratio, average wages, expenses
(fixed assets & premises), ROA (ratio of average net profits to average
assets), market share, average number of branches, percentage of
banks adopted Internet banking. The results of the study prove that
Bank type (Private), firm size, bank deposits ratio, firm age, market
share, average number of branches, percentage of banks adopted
Internet banking and expenses, are found to be significant in adoption
decision. Wage and ROA are found to be insignificant. This study
contributes to the empirical literature on diffusion of financial
innovations, particularly Internet banking in Indian context. Most of
the study on adoption of technology was related to developed
markets like US and Europe, this study is an important contribution to
evolving literature as it dealt the problem of technology adoption in
developing country context.

Tarafdar and Vaidya examined the factors that determine the

organizational inclination to adopt E-Commerce (EC). The study
proposes a framework based on the qualitative data on four financial
firms in India collected through multiple case study design. Face to
face interview was used to collect primary data and existing database,
company documents, press reports and websites are used to collect
secondary data. The framework describes two broad factors leadership
characteristics and organizational characteristics—to explain the
influence of organizational factors on the propensity to employ EC
technologies. The study found that both leadership and organizational
characteristic influence EC adoption. It establishes that leadership
characteristics influence adoption of EC technologies in centralized
organization and organizational characteristics influence EC adoption
in de-centralized organization. The study also found that
characteristics of Information Systems professional and organization
structure influence EC adoption.

Panagariya (2000) reported that access to e-commerce, which in

the WTO parlance The following studies are reviewed in the following
section. Arvind often means access to e-exports, has two components
that must be distinguished sharply. Access to Internet services and
access to services that can be traded electronically. The former deals
with to access to Internet infrastructure while the latter relates to
specific commitments in electronically tradable services. E-commerce
offers unprecedented opportunities to both developing and developed
countries. In the short run, the gain is likely to be concentrated in
developed countries have more to benefit. This is because, in the short
run, developing countries lack the infrastructure necessary to take full
advantage of Internet. For many countries, especially developing ones
in these countries, most consumers do not have computers or Internet
access. A likely scenario, therefore, is one in which a handful of
independent entrepreneurs will receive the product by Internet,
convert it into physical form such as CDs and sell the latter to
consumers. But this activity may itself be costly using up real resources.
Buy in the long run. They can Leapfrog, skipping some of the stages in
the development of Information Technology through which developed
countries have had to pass.

Another study by Tarafdar and Vaidya, analyses organizational

and strategic imperatives that influence Information System (IS)
assimilation in Indian organizations. IS assimilation here refers to the
extent to which a system or technology becomes diffused in
organizational processes. The study is based on multiple case study
method. Data on nine firms which have deployed IS was collected
through face to face structured interview involving middle managers,
senior managers of IS and other departments. The study examines the
nature of the system present—data processing/transaction oriented,
operational, strategic—and how these systems affected key
operational processes. Strategic imperatives are examined by
analyzing the environmental factors—presence or absence of
government regulation, pressure from customers, suppliers and
competitors, and strategic stance—whether product and process
changes, and the consequent IS deployment were proactive or reactive
Organizational imperatives were investigated by qualitatively
assessing six factors— top management support; IS department
knowledge of business, technology and involvement in IS deployment,
IT literacy of managers, management style; presence of IT champions
and availability of IT resources. Data was analyzed across-case and
within-case. The study identifies three categories of organizations
innovative IS users, enlightened IS users and reluctant IS users—with
respect to IS assimilation, and describes strategic and organizational
factors characteristics of each group. The study also traces the
evolution of the IS application portfolio in each of the studied firms
and analyses accompanying changes in strategic and organization
factors. In short, the paper presents an integrated and first level
analysis of strategic and organizational imperatives that have
influenced the assimilation and evolution of IS in Indian organizations.

Commercialization of the Internet in the recent years. Strictly speaking

the definition of what constitutes e-commerce changes as new forms
of doing business on the Internet emerge. For the purpose of this
thesis “E-commerce is much more than buying and selling on the Net.
It is about doing business electronically both within enterprises and
externally, using computer networks and mobile communication.”
There are many forms of e-commerce. Business to Business,
Business to Consumer, Consumer to Business and Business to
Government E-commerce is “predominantly a business issue, enabled
By Information Technology” The ability to do business electronically
has resulted in the development of new business models at a rapid
pace, which models will prevail is still being decided. It is up to
Government to facilitate e-commerce by providing the necessary
infrastructure, providing the basic communications connectivity
to allow people to access the Internet. The proposed duration for
the study is two years each companies from 2008 and 2009. It is
to identify the different problems and prospects of e-commerce in the
concerned places in Maharashtra during the period.

Viswanathan and Pick examined the issue of e-commerce in India

and Mexico from the framework of developing countries as suggested
by Tallon and Kraemer. The framework included critical factors that
might impact the diffusion of ecommerce. The factors are government
policy, legal framework, technology infrastructure, relationship with
developed economies and extent of e-commerce usage by individual,
corporate and government. The study’s primary focus is on India.
Mexico is analyzed more briefly, and compared with India based on
common international datasets. The analysis and the data presented
in this paper represent a synthesis of data from secondary research and
data from interviews conducted with senior executives in the IT
industry in India and Mexico. The study suggests that substantial efforts
have to be made to invest in telecommunications infrastructure, and
to create a culture of electronic payments and e-commerce usage that
will support economic growth.

Dasgupta and Sengupta paper on e-commerce in Indian insurance

industry discusses the features of e-insurance in comparison with the
traditional offline insurance service. The authors put forth that e
insurance offers benefits such as reduction in search cost and hidden
cost, price comparison for customers, and benefits such as opportunity
to have niche market, first mover advantage and product bundling
for insurance companies going online. Further, it discusses that
status of e-insurance in India is still formative stage, but stands to gain
particularly from the rural markets since the availability of insurance
agent is very less compared to urban markets. The study is conceptual
in nature and offers insights based on market reports and data from
secondary sources.

Vishwasrao and Bosshardt used a theoretical framework

developed by Katz and Shapiro (1987) to examine the ongoing
technology adoption behavior of foreign owned and domestic firms.
Firm level data on 1400 medium to large Indian firms from 1989 to
1993 was used to test the model. Probit and Poisson estimation was
used to analyze the data and model. Variables included in the
study are: no. of collaboration, nature of collaboration—foreign or
otherwise, firm age, total assets, total sales, net profit, herfindhal index,
R&D expenditures by industry as percentage of sales. Results of the
study throw some interesting light on technology adoption behavior of
foreign firms. In general, it shows that liberalization happened in India
after 1991 has positive impact on technology adoption, but it is found
that foreign firms are quick to take advantage than domestic firms.
R&D expenditure is found to be not significant for technology
adoption, firm size (large firms are more likely to adopt) and age of
firm are found to be significant. Also it is found that foreign firms
adopt new technology when profits are down, and doesn’t adopt
technology in competitive markets.
In online buying, the rate of diffusion and adoption of the online
buying amongst consumers is still relatively low in India. in view of
above problem and empirical study of online buying behavior was
undertaken. base on literature review, 4 pre dominant psychographic
parameters namely, attitude, motivation, personality and trust were
studied with respect to online buying. the online buying decision
process based on all 4 parameters were designed after statistical
analysis. these models were integrated with business intelligence,
knowledge management and data mining to design the behavioral
business intelligence framework with a cohesive view of online buyer
behavior. For better understanding the factors of internet and
consumer shopping behavior towards internet shopping, this chapter
would provide academic research reviews and relative ideas expressed
in the literature that associated with this subject. Furthermore, a
number of hypotheses will be tested to answer the research questions
that mentioned already in the introduction. Due to the recent research
shows the internet shopping becomes a full and effective business
model, therefore there are several studies that already investigated
more or less related on internet shopping and consumer behavior. In
the following chapter, some point of view will be taken from
literatures, and needs careful review to achieve them as the basis of
the subsequent research investigation.” -Archana Srivastava & Ujwal
Lanjewar (2011)

Lal studied the determinants of adoption of Information Technology

(IT) in India. The study was based on 59 electrical and electronic goods
manufacturing firms situated in NOIDA. Semi-structured questionnaire
were used to collect the data. The study examined the factors
influencing the degree of IT adoption by firms. The factors included are
entrepreneur characteristics measured by entrepreneur’s qualification,
importance given to market share, R&D and quality consciousness,
firm’s international orientation factors measured by import and
export intensity, work force skill and firm size. The sample firms were
divided into four categories depending on their intensity of IT use,
these are:
(1) non-IT firms (firms that do not use IT tools);
(2) low-level of IT users (firms using only MIS for office automation);
(3) moderate level of IT users (these firms have adopted CAD/CAM in
addition to MIS); and
(4) high level of IT using firms (firms that have adopted FMS in
addition to CAD/Cam and MIS).
Ordered probability model (PROBIT) was used since the dependent
variable is categorical and follows ordinal ranking scale. The estimates
were obtained by maximum likelihood method. The study found that
entrepreneur’s qualification, importance given to market share, R&D,
export intensity, work force skill and firm size influence the degree of
adoption of IT by the firms.
Apart from the studies mentioned above, there are quite handful of
research reports and survey based studies done by Internet and Mobile
Association of India, IMRB International, Data monitor, and Internet
and Online Association which presents with quantitative figures, the
status of e-commerce existing in the country.

Jackie Gilbert Bette Ann Stead (2001) reviewed the incredible

growth of electronic commerce (e-commerce) and presented ethical
issues that have emerged. Security concerns, spamming, websites that
do not carry an “advertising” label, cyber squatters, online marketing
to children, conflicts of interest, manufacturers competing with
intermediaries online and “dinosaurs” were discussed.

Patric Barwise (2001) reported that probability 99 % of e-

commerce today is done using PCs either desktops or Laptops. For B2B
e-commerce this is unlikely to change for B2C e-commerce however,
things will be more complex, there will be wider range of relevant
media including interactive digital TV and a range of mobile and
wireless service there will be huge difference between different
consumers ownership of equipment and access technology. Some will
have broadband access and others have no digital communication at
all.
Current and Future B2C digital media:
Digital media able to support consumer e-commerce can be
grouped under five main headings within the home PCs, IDTV and
within next five years a range of other online device such as games,
computers, utility meters etc. in summary, the online PC is well
established while the other B2C digital media are still emerging.

Farooq Ahmed (2001) reported that some of the multifaceted issues

raised are summarized in following manner:
1) Formation of e-contracts
a) Contracts by e-data interchange
b) Cyber contracts
2) Validity of e-transactions.
3) Dichotomy of offer and invitation to treat.
4) Communication of offer and acceptance.
5) Mistake in e-commerce
a) Mutual mistake
b) Unilateral mistake
6) Jurisdiction: Cyber space transaction know no national and
international boundaries and are not analogous to 3 dimensional
worlds in which common Law Principles Involved.

Andrew D. Mitchell (2001) examined the key issues that electronic

commerce poses for Global trade, using as a starting point the General
Agreement on trade in services (GATS), the World Trade Organization
(WTO) agreement most relevant to e-commerce. Nir B. Kshetri (2001)
This paper attempts to identified and synthesized the available
evidence on predictors of magnitude, global distribution and forms of
e-commerce. The analysis indicated that the twin forces of
globalization and major revolutions in ICT are fueling the rapid
growth of global e-commerce.

Prithviraj Dasgupta and Kasturi Sengupta (2002) reported

that the recent growth of Internet Infrastructure and Introduction of
economic reforms in the Insurance sector have opened up the
monopolistic Indian Insurance market to competition from foreign
alliances. Although the focus of e-commerce has been mainly on
business to consumer (B2C) applications the emphasis is now shifting
towards business to business (B2B) applications. The Insurance Industry
provides an appropriate model that combines both B2C and B2B
applications.
Sharma and Mittal (2009) in their study “prospects of e-commerce
in India”, mentions that India is showing tremendous growth in the e-
commerce. Undoubtedly, with the middle class of 288 million people,
online shopping shows unlimited potential in India. The real estate
costs are touching the sky. Today e-commerce has become an integral
part of our daily life. There are websites providing any number of
goods and services. The e-commerce portals provide goods and services
in a variety of categories. To name a few: apparel and accessories for
men and women, health and beauty products, books and magazines,
computers and peripherals, vehicles, software, consumer electronics,
household appliances, jewelry, audio, video, entertainment, goods, gift
articles, real estate and services. Ashish gupta, senior managing
director of helion venture partners and one of the first backers of
Flipkart as an angel investor: “Flipkart has been absorbing companies
that have some potential (letsbuy, myntra). In that process, some of
the bets will go wrong, for sure. But that is par for the course. The
company (Flipkart) is consciously taking bets that allow it to either
grow or eliminate competition that reduces marketing spend and
improves economics.”

Miyazaki and fernandez (2001) substantiated that the prior

experience was found to affect the intention and behavior significantly
and in a variety of ways. The results of this study imply that the
technology acceptance model should be applied to electronic
commerce research with caution. In order to develop a successful and
profitable web shop, understanding customers' needs is essential. It has
to be ensured that products are as cheap in a web shop as purchased
from traditional channels. According to sharma and mittal (2009) in
their study “prospects of e-commerce in India”, mentions that India is
showing tremendous growth in the e-commerce.
Undoubtedly, with the middle class of 288 million people, online
shopping shows unlimited potential in India. The real estate costs are
touching the sky. Today e-commerce has become an integral part of
our daily life. There are websites providing any number of goods and
services.
The e-commerce portals provide goods and services in a variety of
categories. To name a few: apparel and accessories for men and
women, health and beauty products, books and magazines,
computers and peripherals, vehicles, software, consumer electronics,
household appliances, jewelry, audio, video, entertainment, goods, gift
articles, real estate and services. Samadi and ali (2010) compared the
perceived risk level between internet and store shopping, and revisit
the relationships among past positive experience, perceived risk level,
and future purchase intention within the internet shopping
environment.

Abhijit mitra. (2013), “e-commerce in India-a review”,

international journal of marketing, financial services & management
research. Concluded that the e-commerce has broken the
geographical limitations and it is a revolution-commerce will improve
tremendously in next five years in India.

D.k. gangeshwar. (2013), e-commerce or internet marketing: a

business review from Indian context”, international journal of u- and e-
service, science and technology. Concluded that the e-commerce has a
very bright future in India although security, privacy and dependency
on technology are some of the drawbacks of e-commerce but still
there is a bright future to e-commerce.

Kim (2004) examined there are main two factors for conducting
successful e-commerce strategy which are security of the e-commerce
system and user friendly web interface. Security means not only
securing own system but also providing security assurance to users
who are using the sites or online software user friendly web interface
give consumer trust and it’s easy to convenience for customers. Beside
these factors other factors are also essential to succeed which are top
management support, IT infrastructure and customer acceptance. Top
management support plays vital role as per Kim as they are the
decision makers and their support and decision will direct the
company to use the strategy. Further he also explained that with-out
proper IT structure and skilled human resources, e-commerce strategy
will fail. One of the factors he explained is customer acceptance;
customer acceptance means the way customer accepts the web or
online software of the company and it should have very rich contents
and very easy to use these factors will decide whether business will
get more customers.

Young Jan Choi 1, Chung Suk Suh (2005) reported that the
economic consequences of the death of geographical distance due to
the emergence of e-marketplaces. It has shown that overcoming
spatial barriers by means of e-marketplaces lowers the price level.
Since e-marketplaces achieve economies of scale by aggregating
dispersed demands, they allow the company to have more varieties
that did not exist before their emergence.

Zabihollah Rezaee, Kenneth R. Lambert and W. Ken Harmon

(2006) reported that the rationale for infusion of e-commerce
education into all business courses is that technological developments
are significantly affecting all aspects of today’s business. An Ecommerce
dimension can be added to the business curriculum by
integrating e-commerce topics into existing upper-level business
courses. Students would be introduced to ecommerce education and
topics covered a variety of business courses in different disciplines e.g.
accounting, economics, finance, marketing, management,
management information systems. To help assure that all related
business courses in all disciplines such as e.g. accounting, finance,
economics, marketing, management, information systems pay proper
attention to the critical aspects of e-commerce, certain e-commerce
topics should be integrated into existing business courses.
Mauricio S. Featherman, Joseph S. Valacich & John D. Wells
(2006) reported that as companies’ oracle to digitize physical based
service processes repackaging them as online e-services, it becomes
increasingly important to understand how consumers perceive the
digitized e-service alternative. E-service replacements may seem
unfamiliar artificial and non-authentic in comparison to traditional
service processing methods. Consumers may believe that new Internet
- based processing methods expose them to new potential risks the
dangers of online fraud identity theft and phishing Swindles means
schemes to steal confidential information using spoofed websites,
have become common place and are likely to cause alarm and fear
within consumers.

Law and Bai (2008) on their research paper mentioned there are
two types of customers who use travel companies’ websites, those are
buyers and borrowers. Buyers are those people who actually intend to
buy the services whereas browsers are those who intend to surf and
get information only. Those browsers can be converted to buyers by
improving the website contents making it attractive, provided very
rich in contents and very user friendly to use. As more and more
travel companies are applying these strategies, the increase in
percentage of website buyers and browsers are also increasing day by
day, this is due to adaption of e-commerce technology in travel and
tourism industry.

Shweta Sharma, Sugandha Mittal - examined a developing

country can become industrialized and modernized if it can
extensively apply IT to enhance productivity and International
competitiveness, develop e-commerce and e-governance applications.
An Information based society or knowledge based society is
composed of it products, IT applications in society and economy as a
whole. Many countries in Asia are taking advantage of e-commerce
through opening of economies which is essential for promoting
competition and diffusion of International technologies. Large enough
to have a critical mass of 10 to 20 million users to be able to an impact
one-commerce and e-governance. In the next 3 to 5 years, India will
have 30 to 70 million Internet users which will equal, if not surpass,
many of the developed countries. Internet economy will then become
more meaningful in India. The rapid expansion of internet,
e-commerce, is set to play a very important role in the 21st century,
the new opportunities that will be thrown open will be accessible to
both large corporations and small companies. The role of government
is to provide a legal framework for e-commerce so that while
domestic and International trade are allowed to expand their horizons,
basic rights such as privacy, intellectual property, prevention of fraud,
consumer protection etc are all taken care of.

Mr. RAJIV RASTOGI Reported that a developing country can

be- come industrialized and modernized if it can extensively apply IT
to enhance productivity and international competitiveness, develop
e-commerce and e-governance applications. An information based
society or knowledge based society is composed of IT products, IT
applications in society and economy as a whole. Many countries in
Asia are taking advantage of e-commerce through opening of
economies, which is essential for promoting competition and diffusion
of Internet technologies. The Internet is boosting efficiency and
enhancing market integration in developing countries. The developed
world has had a long lead over the developing countries in the
telecom infrastructure. The world average of tele density is 15 percent
compared to the developed world average of 55 to 60 percent. Same
is true of PCs Internet connections, and the number of Internet hosts.
All these traditional indicators for India as seen above are still small.
But the total number of Internet connections are large in absolute
numbers. Large enough to have a critical mass of 10 to 20 million users
to be able to make an Impact on e-commerce and e-governance. In
the next 3 to 5 years. India will have 30 to 70 million Internet users
which will equal, if not surpass, many of the developed countries
Internet economy will then become more meaningful in India.
CHAPTER:3
 ADVANTAGES

1: Low Financial Cost

One of the ecommerce benefits is that it has a lower startup cost.

Physical retail stores have to pay up to thousands of dollars to rent one
of their store locations. Also, they have several upfront costs such as
store signs, store design, buying inventory, sales equipment, and more.
Physical retail stores also have to pay staff to work and run each
location. They may also need to hire security staff depending on the
product value in the store.

However, ecommerce stores only pay $3192 a year on Shopify at most

for virtual ‘rent’ which also includes an easy to use ecommerce
platform, hosting, free Shopify themes, great apps like Oberlo, and a
few other great perks. Depending on what type of ecommerce
business you run, you may only need to hire employees when you grow
to a certain level. If you choose to dropship, you won’t need to buy
bulk inventory saving you a lot of money. Your store logo is often more
affordable than a store sign. Your business expenses are generally
much lower in ecommerce. This is one of the most attractive
ecommerce benefits for new entrepreneurs looking to keep their costs
low.

2:24/7 Potential Income

One of the advantages of ecommerce is that online stores are always

open for business. With your Facebook ads, you can attract someone
at 11 p.m. or 4 a.m. Most physical location stores are open between 9
a.m. to 9 p.m. By being available at all hours, you can attract people
who would normally pick up a product in stores, if the store were
open. You can also attract those who may have odd work schedules or
who don’t have time to shop in-person. For a customer to order at
night, you don’t need to have employees working the night shift to
ensure all orders get processed. You’ll never need to hire a security
guard.

3: Sell Internationally:

Next on the list of ecommerce benefits is that a new brand can sell to
customers around the world easily. You have the ability to discover
your audience whether they’re in the U.K., South America, or
neighboring countries. If you choose to dropship from AliExpress, many
products offer affordable ePacket shipping or free shipping. This allows
you to price and ship your products competitively to a worldwide
audience.

4: Easy to Showcase Bestsellers:

Ecommerce benefits like being able to easily display best-sellers makes

it easier to show off products to customers. While you can design a
brick and mortar store to sway people to buy certain products, it’s
easier for a customer to find the best-sellers in an online store. The
reason why you want customers to buy your best-sellers is because
they’re proven. Other customers have already bought them and are
happy with their purchase. If you want to showcase new products to
customers you can include them in your upsell, email marketing or
retargeting ads.
5: Personalized Online Experience:

Website personalization, one of the online business advantages, can

enhance the online shopping experience. Or segment email lists based
on purchases made, location or even how much money a customer
spent. You can also retarget a customer who visited your store showing
them an ad for a product they added to their cart and forgot about. If
your online business has a login feature, you can have a welcome
message appear such as ‘Welcome back (name).’ Product bundles can
help the customer buy more for a better price increasing average
order value. You can also personalize upsells based on what the
customer has looked at or what you think they might like based on
their purchase behavior.

6: Affordable employees:

One of the benefits of ecommerce is that hiring employees is

affordable. You can choose to outsource work to virtual assistants in
countries where the cost of living is much lower. You’ll need fewer
employees in an ecommerce business than a retail location. A huge
advantage of ecommerce is you don’t need to hire employees at
launch. You can start and run an ecommerce business all by yourself.

7: Easier to Encourage Impulse Buy:

Another one of the ecommerce benefits is that getting your customers

to become impulse buyers is possible. If you have an attractive product
photography, one with vibrant color or human emotion, you can
create ads that drive impulse buys. You can also execute a range of
scarcity tactics such as countdown timers or showcasing limited
quantities.

8: Easy to Retarget or Remarket to Customer:

It’s easy to create retargeting ads to retarget customers in your area

when running an online business making it one of the most profitable
ecommerce benefits. You can create a Facebook pixel. You can use the
Shoelace Shopify app to retarget your browsers who visit your store
but don’t buy. In ecommerce, you can retarget people who add to
cart but don’t abandon and don’t buy or who visit a blog post and
never buy. You can collect email addresses easily with an effective
pop-up or lead magnet and continue marketing to your customers
after you’ve made the sale.

9: Customers Get a Less Invasive Experience:

Some people dread walking into a brick and mortar store as they’re
forced to interact with the store’s employees. Whether learning about
a sales promotion or being asked questions throughout the shopping
experience, some may prefer online shopping as it can be a little less
invasive making it one of the best benefits of ecommerce. If a customer
wants to contact the store owner, they can click on a live chat feature,
email or send a Facebook message.
 DISADVANTAGES

1: No One Can Buy During a Site Crash:

The worst of the ecommerce disadvantages is that no one can buy

from your store if your site crashes. That’s why it’s important to ensure
your website is hosted on the right platform. For example, if you’re
paying the minimum hosting fee and get a surge in traffic from a high
converting ad or a television shout-out like Shark Tank, your site will
likely crash. Fortunately, Shopify offers free hosting in their monthly fee
allowing you to have one of the best servers on the market. In recent
memory, there was only one time where sites were down. However,
ecommerce stores weren’t the only affected. Twitter, Spotify, Sound
cloud, and more were affected by the crash. The issue was resolved the
same day. Yet, site crashes on Shopify are so rare that it’s likely not to
cause problems in your business.

2: Customers Can’t Try Before They Buy:

While this is currently a problem for many retailers, this won’t be a

long-term problem. With augmented reality, more stores are starting
to add AR elements to their store to allow customers to try products
on. Augmented reality ecommerce companies like Holition and
Augment, offer solutions for businesses to create a more interactive
experience with your customers. If you own a cosmetics store, you can
check out Sephora’s Virtual Artist app for an example of a beauty
retailer with an augmented reality experience.
3: Ecommerce Is Highly Competitive:

Finding the right niche is another one of the worst ecommerce

disadvantages. The reality is the best niches are often the most
competitive that’s why people are drawn to them. The more
competitive a niche is, the more expensive ads for that niche are. There
are a couple of ways around this. First, you can go after a different
audience than your competitors. If all your customers are getting
competitors through Facebook ads, you might try ranking organically
with SEO optimization. If all your competitors are using Pinterest, you
might try Instagram marketing as Instagram is also a very visual
platform. Second, if your ads are expensive, you can send traffic to
blog posts and retarget your customers who visit them to create lower
cost ads.

4: Customers Can Be Impatient:

If a customer has a question in store a salesperson is on the floor ready

to answer them. However, of the ecommerce disadvantages is that
most businesses delay responding to customer inquiries. The reality is
most customers expect a response from a business within the hour on
social media. If you delay in responding to their message, they can
become angry and shop somewhere else instead. You need to be
online 24/7. You can hire customer service representatives who are
trained to make your customers happy via Up work.

5: You Need To Ship Your Products:

Customers consider shipping times to be one of the worst ecommerce

disadvantages. When a customer shops in person she can take the
product home right away. But, with online shopping, most customers
receive their products in a week or more. While Amazon offers same
day shipping, it wasn’t a profitable model until they created Amazon
Prime. It only became profitable because they have tens of millions of
Prime members. The solution is to be transparent with your customer.
Let them know when they can expect packages when they place an
order.

6: Physical Retail is Still More Popular Despite Decline:

Even though one of the benefits of ecommerce is that it’s growing,

physical retail still owns most of the market share. In 2014, the retail
industry had accumulated over $22 trillion. Yet, ecommerce had only
made $1.3 trillion worldwide. Having an online business in the early
stages allows you to become a leader in your niche. Yet, most money
made is in physical retail stores making it an ecommerce
disadvantage. Hence, why Amazon, despite being the biggest online
store, is now creating in-person stores. But, keep in mind that $1.3
trillion in sales isn’t a small number. There’s still a lot of potential that
online retailers can cash in on. And this number keeps growing.
 Evolution of Commerce

Commerce has evolved over the centuries. Prior to the evolution of

money it was the simple “barter process” where things could be
exchanged, say milk for grains. The evolution of money brought with
it, the concept of a “marketplace”. In a marketplace, Commerce is
function of 4 P’s – Product, Price, Place and Promotions. All these four
components play a vital role in a transaction to take place. Different
combinations of 4Ps determine different forms of Commerce. Once the
marketplace came into existence, a few pioneers realized that people
would be ready to pay extra if they could deliver products at the
customer’s doorstep. A slight modification on Price and Place led to
the convenience of getting products at their homes. This concept
delighted the customers and thus, the concept of “Street Vendors”
was born. When the Postal System came into being the sellers decided
to cash in on the new opportunity and started using mailers giving
description of their products. It led to the concept of “Mail Order
Cataloguing”. From here, the evolution of the “Tele shopping”
networks were thus inevitable with the development of media
vehicles. The latest generation of commerce is one that can be done
over the internet. Internet provides a virtual platform where sellers
and buyers can come in contact for sale and purchase of goods and
services. They can be thousands of miles apart, may belong to different
parts of the world, might speak different languages, “E-Commerce”
emerged as the boundary-less trade medium in the era of
globalization.
CHAPTER:4
 FINDINGS
Today e-commerce is a byword in Indian society and it has become an
integral part of our daily life. There are websites providing any
number of goods and services. Then there are those, which provide a
specific product along with its allied services.

A. Multi Product E-Commerce

Some internet portals provide almost all categories of goods and
services in a
single site; hence, they are targeting buyers of every possible
product/service. The
most popular examples are www.flipkart.com, www.shopclues.com,
ebay.in,
www.snapdeals.com,www.amazon.co.in,
www.myntra.com,www.indiaplaza.com, www.thebestofindia.com,
www.homeshop18.com, shopping.rediff.com, shopping.indiatimes.com
and so
on. These Indian e-commerce portals provide goods and services in a
variety of
categories like:
• Apparel and Accessories for men and women
• Health and beauty products
• Books and magazines
• Computers and peripherals
• Vehicles
• Collectibles
• Software
• Consumer electronics
• Household appliances
• Jewelry
• Audio/Video entertainment goods
• Gift articles
• Real estate and services
• Business opportunities
• Employment
• Travel tickets
• Matrimony
• Pets…and more.

B. Single Product E-Commerce

Some Indian portals/websites deal in a Specialized field, for example
Automobiles:
Examples are: http://www.indiacar.com/ and
http://www.automartindia.com/.
On these sites we can buy and sell four-wheelers and two-wheelers,
new as well as used Vehicles, online. Some of the services they provide
are:

• Car research and reviews

• Online evaluation
• Technical specifications
• Vehicle Insurance
• Vehicle Finance
• Dealer Locator
• Regional Transport Office regulations
• Expert speak
• Message board…and more.

FIGURE1:
Sales of domestic automobiles in India from 2010-11 to 2015-16, by
type (in 1,000 units)

SOURCE: THE STATISTICS PORTAL (www.statista.com)

Description: The statistic illustrates the number of domestic
automobiles sold in India from 2010-11 through 2015-16, broken down
by type. In 2014-15, just over 2.6 million passenger vehicles were sold in
India.

Stocks and shares and e-commerce

In India today, we can even deal in stocks and shares through e-

commerce. Some
of the sites are: http://www.equitymaster.com; http://www.5paisa.com.
Some of the services offered to registered members are:
• Online buying/dealing of stocks and shares;
• Market analysis and research
• Company information
• Comparison of companies
• Research on Equity and Mutual Funds
• Tracking Market Trends
• Hotline for advice on Risk Management
• 24-Hour helpdesk….and more.

Real estate and E-commerce:

Portals like http://www.indiaproperties.com/, www.99acres.com

facilitate online
dealing in real estate. They offer either outright purchase or lease of a
property
through their portal. They provide information on new properties as
well as
properties for resale. One can deal directly with developers or builders
or through
consultants and brokers.
Allied services:
• Housing Finance
• Insurance companies
• Architects & Interior Designers
• NRI services
• Property Management Consultants
• Packers & Movers
• Security & Maintenance Services
• Vaastu or Feng Shui Consultants…and more.

Travel & Tourism and E-commerce:

India has a rich history with cultural heritage and e-commerce is

instrumental, to a large extent, in selling India as a product,
encouraging Indians as well as foreigners to see its multifaceted culture
and beauty. A major Government of India portal,
http://www.tourisminindia.com/, has a vast variety of information for a
potential tourist. The tourist destination sites are categorized according
to themes like:
• Adventure - trekking, mountain climbing etc
• Eco-Themes pertains to jungles, flora and fauna
• Beaches of India
• Architectural attractions
• Forts and Palaces
• Buddhist attractions
• Hill resorts
• Desert treks
• Pilgrimage sites

Allied services offered are:

1. Passport & visa
2. Travel & accommodation information
3. Weather information
4. Festival & fair dates
5. Shopping
6. Tour Operators
7. Information on Cuisine & Restaurants
8. Car rental services…and more.
There are also sites that highlight the tourist destinations of a specific
region in
India, like
http://www.incredibleindia.org/, which covers North East India.

Gifts and E-commerce:

In the bygone days, one had to plan what to gift a loved one, trudge
across to your
favorite shop, and browse for hours before purchasing a gift. Today
there are
specific Indian websites making the act of gifting quick and easy to suit
ones
lifestyle. One such site is http://www.indiangiftsportal.com/.
The gifts are categorized as:
1. Collectibles like paintings and sculptures
2. Luxury items like leather goods, perfumes, jewelry boxes, etc.
3. Household curios and carpets, etc.
4. Toys & games
5. Chocolates
6. Flowers
7. Wood-craft & metal-craft
8. Idols for worship…and more.
Also the items can be searched by different regions of India, as every
region has
a special style in making handicrafts.

Hobbies and E-Commerce:

The most popular hobbies from time immemorial are reading, music
and films.
On the Indian website http://www.firstandsecond.com/ one can buy
more than
300,000 titles of books, cassettes, VCDs and DVDs.
The books cover a wide range of topics like Business, Art, Cookery,
Engineering,
Children’s Stories, Health, Medicine, Biographies, Horror, Home &
Garden, etc.
As for music and videos, they are available in English as well as in
Indian
languages to cater to the varied tastes and the topics range from
devotional songs,
old-time favorites and retro and jazz to the latest pop, rap, etc.

Employment and e-commerce:

Two major portals like www.monsterindia.com and www.naukri.com
(meaning job.com in Hindi) are instrumental in providing job seekers
with suitable employment at the click of a mouse. They have
directories categorized under the headings Employers and Job Seekers.
The service for job seekers is free and for Employers they charge a
nominal fee. Jobs are available online in fields ranging from secretarial
to software development, and from real estate to education. The
opportunities offered are unlimited.
 Presents Trends of E-Commerce in
India

India is developing rapidly and if development is to be measured, how

can we ignore the role of ecommerce in it. The internet user base in
India might still be a mere 151 million which is much less when
compared to its penetration in the US or UK but it's surely expanding
at an alarming rate. At 151 million total Internet users, the Internet
penetration in India remains at 12.6% India now has the 3rd largest
Internet population with 151 million in the world after China at 568
million and USA at 254 million (in 2013). Considering the annual rate
of growth 41-43% India is expected to cross 375 million unique internet
users by end of 2015.The number of new entrants in this sphere is
escalating daily and with growth rate reaching its zenith; it can be
presumed that in years to come, customary retailers will feel the need
to switch to online business. Insights into increasing demand for
broadband services, rising standards of living, availability of wider
product ranges, reduced prices and busy lifestyles reveal this fact more
prominently thereby giving way to online deals on gift vouchers. Going
by the statistics, according to a study by the Internet & Mobile
Association of India and KPMG, Indian ecommerce was projected to
grow to $12.6 billion by the end of this year. By 2020, it is expected to
contribute around 4 per cent to GDP. Currently, the Internet
penetration in India stands at 11 per cent of the population, a third of
the world average.
FIGURE:2 A.
internet users in millions and penetration in % in various countries
(source: digitalinsights.com)
FUGURE:2 B.
Total size of industry of various categories of e-commerce with their incomes
from 2009-2013 in the month of December
Online travelling
Online Travelling has on an average grown by 32% from INR 14,953
Crores in 2009 to INR 34,544 Crores in 2012 and by another 30% to
and was valued at INR 44,907 Crores by the end of December 2013.

Description: 50% has been bagged by domestic airlines in online

travelling whereas 1% is bagged by tour packages.

E-tailing:
The e-Tailing category has grown from INR 1,550 Crores in the year
2009 (Jan-Dec 2009) to INR 6,454 Crores in year 2012 (Jan-Dec 2012)
and it crossed the INR 10,000 crore mark in the year 2013.
Description:
With laptops/netbooks/tablets being high with 25% in the e tailing category
whereas, 3% of home furnishings.

Financial services:
Financial services market was valued at INR 2,886 Crores in 2012 and
grew by 25% and reach INR 3,607 Crores by the end of year 2013.

Description: the pie chart

shows the different
segments of the financial
services, where 40% is
bagged by the utility bills
payments and the least
out of all the 3 is by
insurance related services
with 29%.
Classified:
Classifieds market has seen a significant growth and is estimated at
INR 2,354 Crores in 2012 and reached to INR 3,061 Crores by the end
of year 2013.

Description:
Online jobs with 58% being in the highest accepted category in the
classifieds market.

Mode of payment:
Majority of the online shoppers use Debit cards/Internet banking
as their preferred mode of payment for shopping online. Payment
through credit cards, follow closely at second position and Cash on
Delivery on third position.
Description:
Here the graph shows net banking has been accepted with 30% in the
mode of payment while cash on delivery has just got 24%
contribution.
Retail E-Commerce in India a
closer look

Retail category penetration has increased to 60% reach and has grown
to 47.9 million unique visitors a month. The growth has come across all
retail categories and most of them show promising transactions and
conversion rates along with growth in visitors. The top retail sites in
India have each seen a growth of over 100% in the last 12 months.
(Source: digitalinsights.com)


Figure 8

The first graph shows the retail visitors for online marketing from
July 2011 to January 2013, which has increased in a large margin.
The second graph shows the various online retail sites having different
% of retail visitors, with amazon having the highest visitors.

Amazon is the most visited retail site with most of the traffic spilt
among Amazon.com and Junglee.com.
Flipkart leads the way among the online retailers in India with 7.4
million unique visitors a month, growing at 431% annually.
Snap deal has been close second with 6.9 million unique.
Jabong and Myntra have been competing closely in the lifestyle
category with over 5.3 million unique each.
HomeShop18 has over 4 million unique a month.

Description:
Here, the revenue of different countries with comparison to India is
shown of the years 2012 and 2016. With India having the least sales in $
billions in both the years, China is in the top of the category.
Figure 10

Retail e-commerce sales in India from 2016 to 2022 (in million U.S.
dollars)

Source: The statistics portal (www.satista.com)

Description: This statistic provides the retail e-commerce volume in

India from 2016 to 2022. In 2016, the sale of physical goods via digital
channels in India amounted to 16.07 billion U.S. dollars in revenues. In
2017, the sale amounted to 20.05 billion U.S. dollars in revenues. In
2018, it is anticipated to grow by 25.07 billion U.S. dollars which may
rise high to 52.30 billion U.S. dollars by 2020.
Figure 11

E-commerce share of total retail sales in India from 2014 to 2019

Source: The statistics portal (www.satista.com)

Description: This statistic shows retail e-commerce sales as a percent of

total retail sales in India from 2014 to 2015, and a forecast until 2019. In
2015, e-retail sales accounted for 1.7 percent of all retail sales in India,
this figure is expected to reach 4.4 percent in 2019.
Figure 12
Number of digital buyers in India from 2014 to 2020 (in millions)

SOURCE: THE STATISTICS PORTAL (www.statista.com)

Description: This timeline displays a forecast of the number of digital

buyers in India up to 2020, based on factual numbers from 2014 to
2016. In 2020, over 329 million people in India are expected to buy
goods and services online, up from 130.4 million in 2016.
Figure 13:
Preferred digital payment methods in India in 2015 and 2020

SOURCE: THE STATISTICS PORTAL (www.statista.com)

Description: The statistic gives information on the most popular digital

payment methods in India in 2015 with forecast regarding 2020. In
2015, cash on delivery accounted for 57 percent of all digital shopping
transactions. Mobile wallet is set to increase from 8 to 15 percent of
payments in 2020. The most successful online store in India in 2016 was
Amazon.in with an approximate 438 million U.S. dollars in net e-
commerce sales. Flipkart was ranked second with close to 399 million
U.S. dollars in net sales. That year, the average e-retail revenue per
user in India amounted to 117.7 U.S. dollars. Annual e-retail revenue
per user is projected to increase to 147.6 U.S. dollars per user.
Figure 14: Different modes of payment
Description: COD has got 45.5% share in the mode of payments in the
year 2016 which decreased from 60% in the year 2013. Net banking
has decreased from the year 2013 to the year 2016 which is 16.2%.
 E-Commerce Revenue
E-commerce in India to explode in 2014, Indian e-shoppers will have a
good time getting great deals and services online. A recent pan-India
report released by Com Score Inc. reveals that online shopping in India
has touched a growth rate of 18 per cent and is only likely to grow
further. The report found that nearly 60 per cent of citizens in India
visited a retail site in November 2013, with the number of online
shoppers increasing by 18 per cent in the past year. E-commerce can
become an integral part of sales strategy while it is one of the cheapest
medium to reach out the new markets, if implemented successfully, it
offer a smart way of expansion & doing e-commerce attribute to the
successful implementation to carefully understanding the products &
services, customers and the business process, easy-to-use system to
extend the business on the web. A new report by the Boston Consulting
Group says online retail in India could be a $84-billion industry by 2016
— more than 10 times its worth in 2010 — and will account for
4.5 per cent of total retail. The e-commerce platforms maximize its
reach to the potential customers and provide them with a
convenient,satisfying & secure shopping experience.

Figure 15
Proof: eCommerce to the Indian GDP:
E-Commerce is a growing sector in India. Just like the growth of IT industry
in India through the 1990s, the 2010s will be remembered for the growth in
the E-Commerce industry. In its present state the contribution of E-
Commerce to GDP is around 0.2% which is expected to grow 15 times to
around 2.5% by 2030.

The impact is so huge that the present wave of de-monetisation could have not
been thought if E-Commerce did not exist. E-Commerce to a large extent
helped absorb its shock as well as gained the maximum out of it as well.

By 2030 the contribution to GDP by E-Commerce is expected to reach to

around 300 Billion Dollars which is around 20 Billion Dollars in its present
state.

Figure 16: GDP FROM 2009-2017 OF INDIA WITH THE CONTRIBUTION OF GDP

Description: The above given graph shows the contribution of e-commerce to GDP of Indian
economy from 2009-17. In 2009 e-commerce contribution was 0.13% to Indian GDP, in 2010 it
decreased by 0.01% to 0.12%, in 2011 it increased to 0.14%, in 2012 it was 0.15%, in 2013 it was
0.16%, in 2014 and 2015 it was 0.18%, in 2016 it was 0.2% and in 2017 it was 0.21%.
After the initial wave of B2C E-Commerce, the B2B sector is gaining a lot of traction. 95% of the
business in the B2B sector is still unorganized and E-Commerce will help organize by use of
technology and other support functions.

Figure 17: size of e-commerce industry in India 2013-2020

Description: The above graph shows the size of e-commerce industry in India from 2013 to
2020.In 2013 size of e-commerce industry was $2.9 billion, in 2014 it was $13.6 billion, in 2015 it
was $16 billion, in 2018 it is expected to be $40.3 billion and in 2020 it is expected to be $101.9
billion.

Key Players

AMAZON: -
Amazon.com, Inc., doing business as Amazon (/ˈæməˌzɒn/), is an
American electronic commerce and cloud computing company based
in Seattle, Washington that was founded by Jeff Bezos on July 5, 1994.
The tech giant is the largest Internet retailer in the world as measured
by revenue and market capitalization, and second largest after
Alibaba Group in terms of total sales. The amazon.com website started
as an online bookstore and later diversified to sell video
downloads/streaming, MP3 downloads/streaming, audiobook
downloads/streaming, software, video games, electronics, apparel,
furniture, food, toys, and jewelry. The company also produces
consumer electronics—Kindle e-readers, Fire tablets, Fire TV, and
Echo—and is the world's largest provider of cloud infrastructure services
(IaaS and PaaS). Amazon also sells certain low-end products under its
in-house brand Amazon Basics.

LAUNCH: -
July 5, 1994
HEADQUARTER: -
Seattle, Washington
CEO AND FOUNDER: -
Jeff Bezos
RATINGS: -
Play store: - 4.3 ratings and 100 million+ downloads
iOS store: - 3.3 rating

FLIPKART:-

Flipkart is an electronic commerce company headquartered in

Bengaluru, India. It was founded in October 2007 by Sachin Bansal
and Binny Bansal (no relation). Flipkart has launched its own product
range under the name "Digi Flip" with products including tablets, USB
flash drives, and laptop bags. As of April 2017, the company was
valued at $11.6 billion.
LAUNCH: -
2007
HEADQUARTERS: -
Bengaluru, India
CEO: -
Sachin Bansal and Kalyan Krishnamurthy
FOUNDER: -
Sachin Bansal and Binny Bansal
RATINGS: -
Play store: - 4.4 ratings ad 100 million downloads
iOS store: - 4.3 ratings

MYNTRA:-

Myntra is an Indian fashion e-commerce marketplace company

headquartered in Bengaluru, Karnataka, India. The company was
founded in 2007 with a focus on personalization of gift items. By 2010,
Myntra shifted its focus to the online retailing of branded apparel.
In May 2014, Myntra.com acquired by Flipkart to compete against
Amazon which entered the Indian market in June 2013 and other
established offline retailers like Future Group, Aditya Birla Group and
Reliance Retail.
LAUNCH: -
2007
HEADQUARTER: -
Bengaluru, India
CEO: -
Ananth Narayanan
FOUNDER(S): -
Mukesh Bansal, Vineet Saxena and Ashutosh Lawania.
RATING: -
Play store: - 4.2 ratings and 100 million+ downloads
iOS store: - 3.0 ratings
VERSION: -
3.22.0
Impact of ecommerce on Indian
economy

With the growing competition in the ecommerce market,

players who are able to adapt and innovate quality products will
gain profit and enhance the economy of the country.
Both electronic learning and mobile learning enhances the
access of the good educational institutions in remote areas.
The rise of online sales in the developing markets will
encourage retailers to go online for global expansion.
E-marketplaces are working well in India due to high
fragmentation on the supply side.
Mobile banking reduces the transaction cost of banks which
increases access to financial services through rapidly growing
mobile market.
Rural areas which are too costly or unprofitable for business
development might be a focus of investment and market
expansion, and also for building corporate offices.

1.Faster Financial development

The e-commerce boom has given a boost to manufacturing,
transport, sales and other related activities. This is fostering an
overall environment for financial growth of various sectors.
2.Markets in unreachable pockets of India
Online retail is no longer limited to the big towns and cities. The
unreachable pockets and 2nd and 3rd tier towns are now being
targeted as the largest untapped potential audience by e-
commerce companies. They are overcoming infrastructure
barriers by creating warehouses in the most remote locations and
enabling easier access of goods and services to the remotest
corners.

3.Providing Employment
Currently e-commerce is providing 1 million jobs to the Indian
work force. Indian ecommerce industry statistics forecast a
massive growth in employment opportunities in this sector which
would create 12 million new jobs in coming decade.

4.Increased exports
Startup environment has seen a positive growth with the rise of e-
commerce. SMEs operating from home or garage are able to sell
on popular marketplaces and cater to global audience. This is
contributed to increased exports even from the unorganized
sectors.

5.Changing the face of retail

Retail market has been revolutionized by e-commerce. Online
stores are offering better choices, deep discounts and convenience
of shopping. The combined sales of three top e-commerce players
in India is already more than the sales of ten biggest offline
retailers. Brick and mortar shops account for only 10% of total
retail sales.

6.Growth of B2B ecommerce companies

Effect of e commerce on Indian economy is not limited to the B2C
model. Although the current profits of B2B are not as great as
B2C e-commerce, but slowly and certainly it is catching up. B2B
market potential stood at USD 300 Billion in 2014 and by 2020 it
is expected to reach USD 700 Billion.

7.Environment for enterprise and Innovation

Engineering, medicine, MBA and other similar jobs were the only
professional choice of an average Indian a decade ago. This is fast
changing and entrepreneurship is becoming the first career choice
of young Indians.
Evolution of ecommerce in India has made technology available
for all. Thanks to the future ready, affordable e-commerce
platforms even the very young entrepreneurs are able to give
wings to their dreams and roll out an online store in no time.

8.Attracting global players

India has the biggest millennial population of internet savvy
youngsters. With greater purchasing power and changed lifestyle
and shopping habits, this generation is playing the role of a
positive catalyst in the growth of ecommerce.
CHAPTER:5
 Recommendations

The most important factor that is necessary in growing e Commerce in

India –Trust. If we look at the Indian context, I feel that there is a
general lack of trust between retailers and customers. Consumers don’t
trust the retailers because they feel that they are either being over
charged or that they wouldn’t be able to get appropriate level of
customer service once the sale is complete. Retailers don’t trust the
customers because they feel that the customers will take every
opportunity to misuse the return or exchange policies. It is my opinion
that this general lack of trust is the primary barrier that is impeding
the growth of e Commerce within India. Here are some of the practical
techniques that online retailers can employ to improve this level of
trust and build an environment where customers feel safe in clicking
that “Proceed to Checkout” button.

1. Customer Reviews

Today’s customers are putting less trust on website marketing

messages and becoming more influenced by recommendations from
other people. Customer’s trust for an online retailer will increase if the
retailer offers an ability to let customers share their positive as well as
negative reviews about products or vendors. The key is to not
“moderate” the negative reviews because by allowing customers to
post negative reviews, it will actually enhance the credibility of the
retailer as well as other reviews. Obviously, any foul language needs to
be moderated but any genuine issues with the products or vendors
must be posted along with the positive reviews.

2. Clear shipping and delivery commitment

At the time of setting up products for sale, clear shipping and handling
time must be associated with the product. This information should be
displayed consistently on all product pages so that customer’s
expectations around shipping timeline can be clearly set.

3. Analytics & Personalization

Although personalized product recommendations and content do not
directly increase customer’s trust, they do demonstrate to the customer
that the online retailer is making a good effort in understanding the
customer’s individual needs and is acting upon them. This implicitly
improves the comfort level that the retailer is not just looking to sell
products but is making an honest attempt in building relationship with
the customer.

4. Operational Reporting & Dashboards

Online retailers must invest in strong operational reports that provide
alerts and metrics on orders that have a risk of missing the service level
that was promised to the customers. If you have recently implemented
an e Commerce platform, chances are that at times orders will get
“stuck” in various states. Therefore, it is important to establish
thresholds around how long should orders stay in various states (such
as “Processing for Payment”, “Preparing for Shipment” etc.) and then
build automated alerts when orders exceed these thresholds.
5. Vendor Penalties
In the Indian context, majority of the e Commerce sites work in a
“drop-ship” model. This implies that the online retailer doesn’t
physically stock the goods, and instead relies on external vendors to
directly ship the merchandise to customer’s home. In this case, it is
extremely critical to set clear SLA’s on how long will it take the vendors
to ship the orders. There should be financial penalties built into the
contracts if the vendors miss the service levels. Also, there should
be penalties if the vendors receive excessive negative reviews from
customers.

6. Price Match Guarantee

A Price Match Guarantee (PMG) is a store policy which entitles a
customer to a refund of the difference between the store’s asking price
and a competitor’s price. It can not only help build trust with the
customer, it can also help reduce price competition across online
retailers. This may sound counter intuitive but it is one of the most
discussed examples in “Game Theory” and it has actually helped
retailers in US to avoid direct price wars. Take for example a firm like
Circuit City that has a price match guarantee, which looks good to a
consumer. But that guarantee really allows Circuit City to
charge higher prices since competitors will be discouraged from setting
a lower price that Circuit City only will match when it must.

7. Fraud Protection
Not only should an online retailer ensure that the appropriate security
certificates are setup to handle checkout related transactions, the
sensitive customer and payment information should be stored in an
encrypted format. The messaging on the site should clearly indicate
that the checkout process is completely secure. In addition, there are
third party Fraud detection services available that help flag
potentially fraudulent transaction based upon credit card usage
velocity and other parameters. These services would not only help
reduce the credit card chargebacks for the retailers, but will also
improve the sense of security and trust with customers.

8. Proactive, timely communication

The retailers should ensure that every single status update on the
order generates an alert for the customer. Also, if the order waits in a
specific state for a timeframe longer than what was promised to the
customer, an email should be automatically sent to the customers to
make them aware of the delay. If the delay is longer than a few days,
customer should be contacted via phone and asked for approval for
the delay or given an option to cancel the order.

9. Charge only after order shipment

Customers feel much more comfortable if they know that they will
only get charged once the order ships. Currently, a lot of retailers
charge the customer’s credit card immediately when customer places
the order. However, they should consider authorizing the amount at
the time of order and only charge the card once the order ships. This
will also minimize any need to refund the amount back to the
customer in case the order needs to be cancelled for any reason.

10. Self Service Capabilities

The more online self service capabilities (e.g. order cancellation,
modifications) retailers can provide to the customers, it will not only
help reduce the call Centre expense, but will also build more
confidence with the customers. Customers will feel more in control
because they wouldn’t have to spend 10 minutes with a call
Centre agent to explain the issue – instead, they can directly resolve
the issue online.
 The Future of E-Commerce

E-Commerce is the future of shopping. Thus, is would be apt to

quote “The future is here. It’s just not widely distributed yet”-
William Gibson
The Internet economy will continue to grow robustly; Internet users
would buy more product and buy more frequently online; both new
and established companies will reap profits online; and…

• Safer Online Payment Systems: As the Internet becomes a safer place

to transact, the amount spent by the Internet Users online is bound to
increase. Those apprehensive of divulging their credit card and bank
details would be active online shoppers. The Internet users are
expected to buy high-end products like automobile, property, home
durables online.

• Customization of content and offerings: As the internet users mature,

the demand for customization will increase. The content would adopt
the regional flavors. More niches will be formed, seeking for offerings
made for them and content that meets their requirements.

• More number of shoppers from Non-Metros: Currently, following the

spread of users coming from Metros and Non-Metros. This change
would be bought by higher penetration of Internet in the small towns
and limited reach of physical distribution channels of the established
sellers to these towns. These factors coupled with higher disposable
income would compel the Internet users in these towns to buy online.

• Expanding User Base: Going at the current rate of growth in the

Internet users transacting online, the user base for E-Commerce is
expected to rise expand exponentially. A large portion of the Internet
population is under the age of 35 years and is increasingly moving
northwards as far as the purchasing power is concerned. The uncanny
nature of this segment “to use now and pay later” is going to play an
important part in the future growth of e commerce market. Be it
picking new stocks or new clothes, finding a job or a bride, the web
way of doing things will gain precedence.

• M-Commerce : Currently E-Commerce is synonymous with PC and

browser based interaction. However, in the near future GPRS-enabled
mobile phones will rule the online transactions. Today, online
downloads to mobile phones is limited to low value services like music
downloads, picture message downloads and ring tone downloads.
However, as the mobile users get more familiar with buying online, the
purchase of high-involvement products is expected to rise. Certain
verticals like Banking and Finance, Travel, Entertainment, and Retail
are likely to drive the growth of m-Commerce in the country. In the
recent past, Ecommerce and it variants like the m-Commerce have
yearned for the position of being the most important drivers of the
Internet. They are continuously evolving and upgrading to make a
consumer’s e-Spending experience hassle free and memorable.
However, to attain that position, it needs to awaken its inner beauty
– simplicity and security of transaction. The trend of online shopping is
set to see greater heights in coming years, not just because of India’s
rising internet population, but also due to changes in the supporting
ecosystem. The Ecommerce market in India is smaller than in other
markets that Forrester forecasts in Asia, but it is growing the fastest.
 Conclusion

Several important phenomena are associated with e-commerce. E-

Commerce has unleashed yet another revolution, which is changing
the way businesses buy and sell products and services. New
methodologies have evolved. The role of geographic distances in
forming business relationships is reduced. E-Commerce is the future of
shopping. With the deployment of 3G and 4G wireless communication
technologies, the internet economy will continue to grow robustly. In
the next 3 to 5 years, India will have 300 to 400 million internet users
which will equal, if not surpass, many of the developed countries.
Internet economy will then become more meaningful in India. With
the rapid expansion of internet, E-commerce is set to play a very
important role in the 21st century, the new opportunities that will be
thrown open, will be accessible to both large corporations and small
companies. The role of government is to provide a legal framework for
E-Commerce so that while domestic and international trade are
allowed to expand their horizons, basic rights such as privacy,
intellectual property, prevention of fraud, consumer protection etc. are
all taken care of. After careful oberservation, it has come to my
conclusion that e-commerce has undeniably become an important
part of our society. The world wide web is and will have a large part in
our daily lives. It is therefore critical that small businesses have their
own to keep in competition with the larger websites. Since web
developers have lowered down the prices for their services, it has
become more affordable for small businesses to use the world wide
web to sell their products. Although there are negative aspects of e-
commerce, small businesses have tried to accommodate to the needs
of the consumers. For example, one of the negative aspects of e-
commerce is that consumers lack the advice and guidance of sellers, to
accommodate that, they have customer service through the phone of
online to answer any questions. It is also important to note that e-
commerce does not benefit all small companies equally. How much
revenue a business gets from e-commerce depends on what kind of
service it gives. For example, most people would like to try on clothes
before they buy them, so it probably would not benefit a small
business that sells clothes as much as a small business that sells home
supplies or specialty books. Nevertheless, e-commerce does benefit any
business even in small ways. This is why it is crucial to understand how
e-commerce affects small businesses because it is becoming such a
huge part of how society functions that it effects the economy greatly
and whatever happens to the economy affects us. This is why is it
important to understand this subject because in the long run, it will
affect all of us.In general, today’s businesses must always strive to
create the next best thing that consumers will want because consumers
continue to desire their products, services etc. to continuously be better,
faster, and cheaper. In this world of new technology, businesses need
to accommodate to the new types of consumer needs and trends
because it will prove to be vital to their business’ success and survival.
E-commerce is continuously progressing and is becoming more and
more important to businesses as technology continues to advance and
is something that should be taken advantage of and implemented.

From the inception of the Internet and e-commerce, the possibilities

have become endless for both businesses and consumers. Creating
more opportunities for profit and advancements for businesses, while
creating more options for consumers. However, just like anything else,
e-commerce has its disadvantages including consumer uncertainties,
but nothing that can not be resolved or avoided by good decision-
making and business practices.

There are several factors and variables that need to be considered and
decided upon when starting an e-commerce business. Some of these
include: types of e-commerce, marketing strategies, and countless
more. If the correct methods and practices are followed, a business will
prosper in an e-commerce setting with much success and profitability.

Conclusion From the above two graphs figure 16 and 17 ,we come to the conclusion that e-
commerce’s contribution to Indian GDP has increased year by year from 2009 to 2017.The size
of e-commerce industry has also expanded from $2.9billion to $101.9 billion. By taking this into
account we accept the null hypothesis that e-commerce’s contribution to Indian GDP has been
increasing year by year.

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