THE IMPACT OF ONLINE SHOPPING UPON RETAIL TRADE BUSINESS

Dr. RAM MANOHAR LOHIYA NATIONAL

LAWUNIVERSITY
2018-2019

ECONOMICS
Project on
THE IMPACT OF ONLINE SHOPPING UPON RETAIL
TRADE BUSINESS

SUBMITTED BY: UNDER THE GUIDANCE OF:

Saumya Singh Dr. Mitali Tiwari

Enrollment no: 180101119 Assistant Professor

Sec: B Faculty of Economics, RMLNLU

BA LLB (Hons), Semester-I

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 THE IMPACT OF ONLINE SHOPPING UPON RETAIL TRADE BUSINESS

DECLARATION

I, Saumya Singh, hereby declare that the project titled “Impact of Online Shopping upon Retail

Trade Business ” made under the guidance of Dr. Mitali Tiwari, is an original work. This

projected has been submitted as the end-term project for the subject of Economics for the first

semester of B.A. LL.B (Hons) course. All the opinions presented are mine and mine alone. All

the information and data that has been analysed and used from various sources has been duly

cited and accredited.

Date: 20/10/2018

Signature : Saumya Singh

1st semester, 1st year

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 THE IMPACT OF ONLINE SHOPPING UPON RETAIL TRADE BUSINESS

ACKNOWLEDGEMENT

I would like to use this opportunity to extend my heartiest gratitude to all the people who have

helped me develop this project.

First and foremost, I would like to thank my Economics professor, Dr. Mitali Tiwari, who has

been constantly supporting me, guiding me and helping me with all my queries and difficulties

regarding this project since its fledgling stage. Without her enthusiasm, inspiration, and efforts

to explain even the toughest of jargons in the most lucid manner, the successful inception of

this project would have been a Herculean task.

Also I would like to extend my gratitude to my batch mates and seniors for providing me some

unique ideas and insights which helped me make this project even better.

I know that despite my sincerest efforts some discrepancies might have crept in, I hope and

believe that I would be pardoned for the same.

Thanking You

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TABLE OF CONTENTS

Contents –

Abstract……………………………………………………….……………………….5
 Introduction and Plan of Study…………………………...………………………..5
 Background……………………….……………………………………………...5
 Research Questions……….………….…………………………………………..7
 Objectives…………………...……………………………………………………7
 Research Methodology………………………………….………………………..7
 Analysis and Interpretation……………………………………………………….8
 Literature Review…………………………………………………………………8
 Importance of Study…………………………………………………………....…10
 Limitations of Study………………………………………...………………….....10
 Data Analysis………………………………………………………………………..11
 Presentation of Data……………………………………………………………….11
 Data Analysis and Interpretation………………………………………………….13
 Disadvantages of Online Shopping………………………………………………….16
 Findings……………………………………………………………………………...17
 Suggestions…………………………………,,……………………………………...18
 Conclusion…………………………………………………………………………...19
Bibliography……………………………………………………………………………..19

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 THE IMPACT OF ONLINE SHOPPING UPON RETAIL TRADE BUSINESS

ABSTRACT

Internet plays an important role in our daily life. We use internet daily almost for every
single work. Before e-commerce buying and selling were done without internet physically in
the markets but after the arrival of e-commerce in India our life has become more convenient
because of its number of advantages. Online shopping is a part of ecommerce which is done
mostly by the users due to e-commerce websites in India which allows us to buy and sell the
products according to our choice at affordable price. E-commerce website has a lot of impacts
on different markets and retailers. In this paper we will discuss the impact of online shopping
on traditional retailers.

 INTRODUCTION AND PLAN OF STUDY-

 BACKGROUND

Online shopping is the action or activity of buying goods or services over the internet .
It is a form of electronic commerce which allows consumers to directly buy goods using web
browser whereas in traditional shopping there is direct contact between buyer and seller.

Retail is a process of selling goods and services to customers through multiple channel of
distribution. Retail stores may be small or big but they mostly operate in the same line as
“purchasing to sale”. Retail form of business is as old as civilization and is the most basic
form of business.Types of Retail Stores are like-

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 THE IMPACT OF ONLINE SHOPPING UPON RETAIL TRADE BUSINESS

Departmental Stores - A department store is a retail store which offers wide range of
products to the end-users under one roof. In a department store, the consumers can get almost
all the products they aspire to shop at one place

Discount Stores - Discount stores also offer a huge range of products to the end-users but at a
discounted rate. The discount stores generally offer a limited range and the quality in certain
cases might be a little inferior as compared to the department stores.

Supermarket - A retail store which generally sells food products and household items,
properly placed and arranged in specific departments is called a supermarket. A supermarket
is an advanced form of the small grocery stores and caters to the household needs of the
consumer.
Mom and Pop Store (also called Kirana Store in India) - Mom and Pop stores are the small
stores run by individuals in the nearby locality to cater to daily needs of the consumers staying
in the vicinity. They offer selected items and are not at all organized.

Malls - Many retail stores operating at one place form a mall. A mall would consist of several
retail outlets each selling their own merchandise but at a common platform.

Traditional shopping has some limitations like- fix timing for customers to spend in
market, if product is not selected at one shop then it is time consuming to search it various
shops in the market. But at online shopping lots of varieties are available at a single click.
Also consumer cannot shop product late night after office hours. But online shopping provides
consumer the 24 hour facility to shop. Also if a person travels to one place to other he can
utilize its time to shop.

The Internet has many advantages over retail stores. For e-commerce website, the costs of
storing and referencing a product represent a small fraction of the cost as compared to the cost
of storing and referencing a product for "physical" stores. From the customer satisfaction and
availability of services, online shopping is creating a major impact upon the retail stores.

Through E- business, different types of business have gained an opportunity to increase

their sale and can maintain a direct relationship with the customers without any person
between them and their customer. In online shopping consumers find a product of interest by
visiting the website of the retailers directly or by searching among the alternative vendors
using a shopping search engine ,which displays the same products availability and pricing at
different e-retailers.

Customers can shop online using range of different computers and devices,including
desktop computers ,laptop and tablet computers and also smart phones.

A typical online store enables the customers to browse the firm’s range of products and
services ,view photos or images of the products along with information about the product
specifications ,features and prices. People find it convenient and easy to shop from the comfort
of their home or office. One of the great benefits of online shopping is the ability to read
product reviews written either by experts or fellow online shoppers. In addition to online

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 THE IMPACT OF ONLINE SHOPPING UPON RETAIL TRADE BUSINESS

reviews, peer recommendations on online shopping pages or social media websites play a key
role for online shoppers.
The buyer either pays for the good or service online with accredit or debit card or upon
delivery.The largest of these online retailing corporations are Amazon.com, Alibaba,Ebay etc

Keeping in mind the growing online potential is not just vested with the large brands but
even the general retail chains are upgrading their sites for making it more convenient for
customers to place online purchase orders.

Online shopping has been around 30 years and has grown in popularity over the years
,mainly because people find it convenient and easy to bargain shop from the comfort of their
home or office. Retail experts say that online shopping will soon overtake traditional shopping
in monetary terms.Retailers comprise of a large section of population and larger section is
dependent upon these retailers so the imminent crisis is needed to be sorted out.

 RESEARCH QUESTIONS

 How does online shopping affect traditional retailers?

 What changes has been done in recent years to achieve customer satisfaction?

 What initiatives brands should do to protect their independent pet retailers?

 What are the pros and cons of online and traditional shopping?

 What are the alternate mechanism come up by retailers to counter e-stores in the race
of survival?

 OBJECTIVES

 To analyse the growing adage created by e-commmerce that has chipped away
the market share of traditional retailers.

 To analyse changes in the pricing pattern of retail stores in order to survive.

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 THE IMPACT OF ONLINE SHOPPING UPON RETAIL TRADE BUSINESS

 To point out the things that brands can do to protect their independent retailers.

 To know the methods applied by e-stores to attract the customers.

 RESEARCH METHODOLOGY

Research has been done with the help of books , journals, articles and various websites.
The scope of research is extended through a small questionnaire survey. To collect
quantitative data, various research articles were reviewed published at national and
international level. The project is the product of an intensive research of the material available
on the matter.

 ANALYSIS AND INTERPRETATION

The Online Shopping trend is dominating over Retail Trade Businesses day by day.
Retailers comprise of a large section of the population and a larger population is dependent
upon these retailers. But the advent of e-stores with their attractive incentives and wide
varieties has slapped on their face the fear of uncertainty and helplessness. This obviously
doesn’t bode all that well for the retail sector of commercial real estate. After all, consumers
only have so much money to spend. If they increasingly choose to make more transactions
online that means less trips to store.

Some retailers have even lost their business. Businesses that have lost business are the ones

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which could not adapt to the changing environment & increased customer-awareness. .Both e-
stores and retail stores are providing livelihood to thousands of people .Both have to survive in
their own way.The retailers are having tough time in coping with the online shopping trend
.The best managed retailer can succeed and manage the peak demand so it is vested on the
retailers not only to upgrade the shop with different varieties of product but also to satisfy the
customers by all means .

 LITERATURE REVIEW-

1. Juao C Cost in his study “ Impact of Online Shopping On Conventional Retail Stores in
South Goa (India): An Empirical Study” highlighted the impact of the increasing trend of
online shopping over the various fixed shop retailers. The study found several driving factors
which influence consumers to shop online: e.g. price, convenience in shopping and wide range
of available products available online.

2. Shim et al (2000) in their article “Assessing the impact of internet shopping on store
shopping” found that consumers attitude towards the internet shopping and what factors that
influence consumers to purchase online. The study concluded that internet shoppers tend to
search for product information on the internet to a greater extent which is easily available and
is an important tool that directs sales.

3. Xaioxing Yan in his study “ Impact of Online Shopping on Shopping Malls” found that
online shopping negatively affects shopping malls. Surge in online shopping has reduced the
number of shoppers in the shopping mall. Number of online shoppers has shown an
exponential growth since its commencement. The total sales have since increased This implies
that the current trend of shopping malls closing up is significantly attributed to the online
shopping as the major explanation.

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 THE IMPACT OF ONLINE SHOPPING UPON RETAIL TRADE BUSINESS

4. : Kavya , in the article “A Conceptual Study on the Impact of Online Shopping

Towards Retailers and Consumers” gives some picture about how the purchasing pattern of
the consumers shifted to online stores. It also highlights certain strategies to be followed by
the fixed shop retailers to enhance their sales. So these Strategies may be helpful for the
retailers to increase their sales in coming years. As a result it can be concluded that,
Companies involved in online retailing as well as fixed shop retail business should focus on.

5. B Karthikeyan in his study “A study on retail trade business as an impact of online

shopping with reference to Coimbatore” found that the retailers are having a tough time in
coping with the online shopping trend which is spread like a virus among most of the people
in our country. Thus the retailers have to prioritize investment in the technologies that will
really add value for their customers or increase the efficiency of their operations.

6. Grandon, E. E., & Pearson, J. M. (2004) says that e commerce is beneficial for both
sellers as well as buyers. Such that sellers may have large numbers of potential consumers and
buyers can have large variety at single place. It is also studied that ecommerce not only
support large companies but also SME’s (Small and Medium Enterprises)

7.Shim et al (2000) in their article “Assessing the impact of internet shopping on store
shopping” fund that consumers attitude towards the internet shopping and what factors that
influence consumers to purchase online. The study concluded that internet shoppers tend to
search for product information on the internet to a greater extent which is easily available and
is an important tool that directs sales.

 IMPORTANCE OF THE STUDY-

The Study is of good use in present times as it helps to spread awareness about the impact of
online stores on retail traders. The Sudden popularity of online shopping is an alarm for
thousands of retailers owing a small shop and offering small variety of products which is the
only source of livelihood for them. This study aims to unreveal the present scenario behind the
curtain and looks into the threat to these small retailers. The paper is an attempt to spread

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awareness among the physical retailers about the challenges they are going to face in the
future. The current scenario demands dynamism and better advanced marketing strategies.

 LIMITATIONS OF STUDY-
All sincere efforts were made by researchers to conduct the study and to make it useful for
drawing conclusions that have universal validity. The sample size was also taken keeping in
view to make the study full-proof. Still the study suffers from these limitations. The study is
limited to Lucknow city only, taking retail stores based upon convenient random sampling.
Time is also a limiting factor. Data has been collected for a period of approximately three and
half years

CHAPTERISATION

 DATA ANALYSIS-

1.PRESENTATION OF DATA-

Following table shows the different questions and responses of shopkeepers on questionnaires
regarding effect of online shopping on traditional shops-

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 THE IMPACT OF ONLINE SHOPPING UPON RETAIL TRADE BUSINESS

SN. QUESTIONNAIRE ASKED DURING STUDY FROM THE YES NO

TRADITIONAL RETAILERS
60 40
1 % %
Has there been decrease in average turnover in past 4
years?
75 25
2 % %
Has there been decrease in profit in past years?

80 20
3 D % %
o customers ask for discount before purchase in recent
years?

10 90
4 Do you provide home delivery services to customers? % %

90 10
5 Has there been increase in window shopping in recent % %
years?

0 100
6 % %
Do you provide return policy like most of online
shopkeepers provide?

0 100
7 Do you have a website for your shop? % %
0 100
8 Wh % %
ether it is profitable to sell at online prices?

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2. DATA ANALYSIS AND INTERPRETATION-

Turnover and profit margin of the retailers has considerably decreased in the past few years..

There clearly has been decrease in average turnover of traditional shops due to highly
increasing online shopping in recent years. Due to the convenience, we often shop online for
books, clothes, or even tickets for concerts, hotels, and flights, etc. Online shopping is indeed
convenient. Customers don't need to go outside to shop; they can do it simply by moving their
fingers. They are also able to browse several online retailers at the same time to find the best
price. Especially for people who live around LA without a car or any other vehile, online
shopping has become the best way for those people. For some customers, Online shopping
sometimes offers certain privacy because they can buy whatever they want without meeting
people face to face. Moreover, while people are getting more and more familiar with those
technologies, anyone can be the consumer, and anyone can be the supplier. While those online
retailers have started to take over the industry and this has led to decrease in average turnover
of traditional retailers

With the decrease in average turnover of traditional shops , profits also has decreased
considerably in recent years. Some has reported if not decline but stagnancy in their growth
which is a warning signal for the enterprise. Although the retailers now-a-days are more
involved in advertisement campaign than even before in order to increase their sales. Retailers
leave no occasions to take advantages of the situation to Advertise their firm but still they are

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not so much aware about technology as it can be seen from the table that traditional retailers
don’t have the website for their shop and so they are unable to promote their shop to larger
extent as online retailers do and this has resulted in traditional reailers lagging behind online
retailers in turnover as well as profit.

Online stores provide a huge discount on almost every product that traditional retailers are not
able to provide because opening and maintaining a business as an online store is much
cheaper than a retail storefront. Unlike a retail storefront, there is no rent to pay or other utility
bills directly related to the store, except for web hosting and technical support. You do not
have to decorate the inside of the store, purchase inside and outside signage or display units.
Since you can manage the work yourself, you do not have to hire additional employees. With
an online store, your costs are directly related to your website, shipping and accepting online
payments. You must pay for your desired domain name and may pay someone develop your
website and e-commerce platform, which can be expensive, but is less expensive than opening
a retail storefront. So the traditional retailers cannot even sell at online prices as this would
cost from their own pocket inspite of profit. This has resulted into a shift in demand for the
retail space especially for various shopping malls. The demand for the neighborhood and
community shopping malls has since had their demands lag behind despite the robust
consumer spending . The trend commenced with decreasing books sales in the shopping malls
alongside electronic appliances. This trend could be explained by the existence of robust
online bookstore such as Amazon and e-Bay. This was followed by clothing since women
have since been comfortable with ordering apparel from the online platforms and returning the
goods as needed. This trend has since been a primary concern for the suburban shopping malls
. This is attributed to the fact that it results into the decline in traditional sales. With the
increasing number of apparel retailers in both the life and power centers, online shopping
platforms are soon taking over the retail business from the traditional shops. Various shopping
malls have since pulled out from various locations where the usage of online shopping has
increased.

Variety of stocks: Online stores maintain a wide variety of stocks and retailers fail in this
context to the e-stores by a wide margin but most of the retailers as found by the survey has no

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inclination to compete with the online stores in this regard. The defeat is accepted. Retailers
cannot maintain a large stock as that might have a negative impact of unsold stock at the end
of the year which in turn might bring in huge loses to the concern.

Also it can be clearly seen from the table that only few shopkeepers provide home delivery
services and none of the shopkeeper provide return policy unlike online retailers .This is also a
reason why customers are attracted to shop online as they can even return the products after
trying it.

The identified shift in purchases from the online shopping malls to the web-based platform has
had serious impacts on traditional shops as window shopping has been a trend in recent years
for customers to browse the products in a physical Stores and buy it from an online stores at a
reduced price. Retailers now have more prospective customers than actual ones.

Building a customer base is one of the most-essential components of starting a successful

retail business, online or offline. With a retail store, the potential customer base is limited to
the surrounding area. Online, the customer base is vast. Once you open up a retail store, your
options for attracting new customers are limited. You are confined to the retail space that you
chose and changing logos, signs, shelving and the overall marketing strategy can be
expensive. When you work online, changing signs and logos takes mere minutes and you can
quickly and easily change the products that you sell and the way you present them on your
website.

 DISADVANTAGES OF ONLINE SHOPPING-

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 THE IMPACT OF ONLINE SHOPPING UPON RETAIL TRADE BUSINESS

Physical product inspection problem. Online shopping platforms cannot replace the
experience of physically seeing and touching the product prior to making a decision on buying
the product. Some products such as clothing poses a great challenge in online buying since the
customer cannot physical inspect and try the product to find out its applicability. Besides, in
some cases, there are some small details, which are not noticeable from the online shops.
Online shoppers also are denied the ability of physical inspection and interaction of the goods
in order to try them before purchase is made.

In addition, there are risks of losing some customers since online shoppers lack the power to
have price negotiations with online sellers- something that exists in local stores.

Back ordered items. Some of the items sold online may have been once sold and taken back.
However, the current buyer may not be in a position to realize until maybe after several weeks
and this may become problematic especially in instances of purchasing gifts.

Some other online shoppers may not be able to take advantage of statewide tax-free shopping
events which occur seasonally.

Apart from that, online sellers do not have full ability to communicate dissatisfaction of their
products if any. Therefore, customers may fail to get the satisfaction of the product being sold
as communicating dissatisfaction may be difficult online and may require much more patience
and tenacity. Hence, customers may opt for face-to-face interaction with local store
employees, which is usually faster and satisfies more.

Shipping cost challenge. Despite the fact that some online retails now offer free shipping to
their client, majority of the online retails still require yet a minimum order cost in order to be
able to enjoy free shipping costs. Other online retails on the other hand only offer this
incentive at certain times in a year. In most cases, it is a requirement to incur addition-shipping
costs. This does not augur well with large products such as furniture. Besides when a customer
decides to return the product, some online retails do not offer free return. Again, the buyer will
have to incur additional cost on the same.

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 THE IMPACT OF ONLINE SHOPPING UPON RETAIL TRADE BUSINESS

Time concerns issues. Another setback of online shopping is the time span taken to deliver the
product. Unlike physical shopping stores where there is instant gratification where you pay for
a product and acquire it, in online shopping, it is a common practice to pay for a product and
wait for it form some days before it is availed to the customer. In some cases, the buyer has to
wait for days and or even weeks before the product is delivered to them.

Privacy issues. By shopping online, there is some aspect of privacy rights the customer waves
to the online retailer. In the online stores, the purchases are tracked over some time in order to
offer more suggestions to the items one can buy.

 FINDINGS-

.E-commerce is consistently taking up a larger proportion of consumer time and spendings.

There several driving factors for consumers to shop online with price, convenience in
shopping and wide range of available products being the primary. The major findings of the
study are as follows:

a. Although the retailers are not able to keep a wide variety in their stock, they attempt to keep
the best of them so as to affect more sales.

b. Customers are seen to make window shopping at an alarming higher rate to have a physical
look at the product and buy that product online at a reduced rate.

c. Retail stores are now starting up with home delivery services of their various products at
the door step of their customers.

d.. The consumers become more comfortable with the experience of purchasing online with
the convenience and product range become relatively more important as a deciding factor for
shopping online.

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 THE IMPACT OF ONLINE SHOPPING UPON RETAIL TRADE BUSINESS

 SUGGESTIONS

“Customer is the King with ball in both the hands.”

1. The retailers need to make substantial investment in acquiring some advanced expertise
in developing more accurate and scientific demand forecasting model.

2. The existing small and medium independent retailers is to closely examine what changes
are taking place in their immediate vicinity

3. The next effort should be to encourage retailers to make some investments in improving
the interiors of their respective establishments to make shopping an enjoyable experience
for the customer.

4. Retailers have to change the attitude towards customers and the market, fixing their
priority as consumer satisfaction.

5. A retailer should be in the good books of customer by providing better quality products,
fair price and friendly after sales services.

6. A retailer should be in the good books of customer by providing better quality products,
fair price and friendly after sales services.

7. Sale Promotion activities attract customers to a large extent. They are undertaken during
special occasions, off seasons, festivals or on a particular day of a month. Major
promotional tools used by the stores are discounts and coupons, exchange offers, low
priced products etc.

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 THE IMPACT OF ONLINE SHOPPING UPON RETAIL TRADE BUSINESS

8. Good variety in retail stores acts as a major motivator for customers to visit a store again
and again. For majority of customers variety came in the form of having a bakery within
the store, food section, private labels and national brands and finally a lot of fresh fruits
and vegetables.

9. Retailers should help customers to explore the store. For this shopping should be made
more adventurous by continuously upgrading the product portfolio, by changing the
layout and by providing the touch and feel experience.

10. Government should also make policies that restrict online sellers to provide discount
below a certain limit.

 CONCLUSION-

The retail scenario is changing. Our small retailers are missing out somewhere, the nearby
store is always the most approaching for all reasons & seasons. They meet to just uplift the
pattern of business and face the competitive world with the better positive approach. Both e-
stores & retail stores have to survive in their own way. They both are providing livelihood to
thousands of people.

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www.sciencedirect.com

www.emeraldinsight.com

www.business-standard.com

www.iosrjournals.org

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