e-commerce – a brilliant open door and developing …

© 2020 IJRAR June 2020, Volume 7, Issue 2 www.ijrar.org (E-ISSN 2348-1269, P- ISSN 2349-5138)

IJRAR19W1256 International Journal of Research and Analytical Reviews (IJRAR) www.ijrar.org 50

E-commerce – a brilliant open door and developing

pattern in India: a review

Author

Name: divya vaish

M.Com., MBA

University: Lucknow

ABSTRACT

E-commerce has a great impact globally. It has made a tremendous remark on business activity. In other words it is a core of all

business activities. E-commerce provides a digital platform for buying and selling of goods and services across the globe. Today we

can buy anything with the use of internet. Today with the use of e-commerce, e-marketing is possible without any proper place. Any

organizations cannot sell any thing without marketing and without sales and revenue, people cannot run any businesses. Present days World Wide Web is a highly versatile marketing platform which is used for marketing all types of products and services. Marketing

through internet includes social marketing, word advertisements, banner ads, video Advertisement etc. Like other forms of market,

internet marketing has its advantages and disadvantages. The ability to target consumers and to measure the effectiveness of

marketing strategies is the major advantages of online marketing. The level of consumer exposure varies on the internet highly unlike

traditional media like billboards, newspaper and television. Directly watching the products is the primary motive for online

marketing system. The company cannot increase its income if people don’t know about the company and its products or services

rendered to consumer. So with the help of this paper it tells about the impact of e-commerce companies working in various countries

globally and there future growth and prospects.

Key Words: E-Commerce, Internet banking, Internet, Self-service technology.

INTRODUCTION

In today’s modern world electronic commerce has rapidly grown globally. It is used for Purchasing Order i.e. for buying and selling

electronic goods and all other types of durable and non durable goods. Therefore there is need for development of a number of e -

commerce protocols, rules, regulations which provides integrity, confidentiality, atomicity and fair exchange in dealing through

internet. (Saini & Rathore, 2012) The World Wide Web (WWW) was made 20 years ago, after that the use of internet came into

existence and day by day gain popularity. At the early phase of internet no body could even imagined how it would change the daily

life of people and how it would create new opportunities for businesses and firms and professionals. (Moon & Kim, 2001). The

globalization is having an important impact in the business world and the continuous technology advances are making this possible

(Sagi et al. 2004).Due to globalization most of the countries came under one roof and that made the buying and selling of

commodities easier. E-commerce has a great deal of benefits over the "brick and mortar" shop front. Effective e-commerce adoption

is beneficial to organizations in terms of substantial cost savings, growth, revenue maximization, customer satisfaction, new products and improvement in product delivery and customer service. (Libu Paris et al. 2016).

In present scenario e-commerce has grown popularity in a developed country or economy. Electronic commerce started in the year

1995. It requires the digital goods and payments for carrying out their transactions. Digital goods are those goods that can be

delivered over a digital network. (Laudon & Laudon, 2013). Due to improvement and advancement in technology, the transactions

through any digital medium are becoming very important for almost any company that provides a product or a service. (Sun &

Finnie, 2004). E-commerce simply means anything that involves an online transaction through internet. This could range from

variety of things like ordering online, through online delivery of paid content, to financial transactions such as movement of money

between one bank account to another bank account. E-commerce can be divided down into two parts. They are as follows-

1. E-merchandise: Through internet selling goods and services, the items through distribution channels, for example through

Internet shopping for groceries, tickets, music, clothes, hardware, travel, books, flowers or gifts.

2. E-finance: banking, debit cards, smart cards, banking machines, telephone and Internet banking, insurance, financial services and mortgages online. (Goldsmith & McGregor, 2000).

REVIEW OF LITERATURE:

In the present scenario internet and e-commerce are entirely committed towards every developed country. But we think it can be

accomplished and can make a remarkable benefit to developing countries only if an ideal business purpose can be made. (Ohidujja

man et al. 2013). Clearly discussed that E-commerce is a revolution & turning point in online business practices and can make a huge

contribution to the economy and (Hasan et.al. 2010). also indicated that currently, e-commerce organizations has increasingly

become a fundamental component of business strategy and a strong catalyst for economic development.

(Ray, 2011) “As a symbol of globalization, e-commerce represents the cutting edge of success in this digital age and it has changed

and is still changing the way of business activities around the Globe.” Developments in internet and web based technologies has

narrowed down the differences between traditional and e-marketplaces leading to e-commerce fast becoming the new convention.

According to ASSOCHAM study, stated that “the size of the e-retail industry is poised to be 10 to 20 billion USD by 2017-2020.”.

http://www.ijrar.org/



(Gupta, 2014).In her paper “E-Commerce: Role of e-commerce in today’s business”, presents a comprehensive definition of e-

commerce while isolating it from e-business. The paper enlists the different ecommerce models i.e. B2B, B2C, B2G and C2C,

narratively analysing the integrities of each, (Rina, 2016). Also elaborates the different applications of e-commerce in “Challenges

and Future Scope of E-commerce in India”, also at the same time, defining the degree to which they are operational in the country.

(Gunasekaran et al. 2002). Give a broad outlook of electronic commerce within organizational system in “E-commerce and its

impact on operations management”, defining it with reference to e-trading and elaborating, how it has permeated every field of

business.

(Mishra & Kotkar, 2015). Trace the timeline and development of B2C e-commerce in “A Study on Current Status of E-Commerce in

India: A Comparative Analysis of Flipkart and Amazon” with its inception in the mid 1990s through the advent of matrimonial and

job portals. However, due to poor internet connectivity and speed, lack of secured online payment systems and lack of publicity &

awareness, the progress was very slow. (Das & Ara, 2015). Observe in “Growth of E-Commerce in India” that though online travel and hotel bookings still control the lion’s

share of e-commerce market, their share has comparatively fallen over the years due to the recent augmentation and consequent rise

of e-tailing services. There has been a tremendous surge in the volume of investment in this sector. Western countries already using

e-marketing from way back and now it’s reaching their saturation therefore investors are looking for tremendous opportunity in the

Indian market, in the light of which, many start ups have received funding from venture capitalists and private equity firms.

Alibaba Group and Affiliate Ant Financial gathering of China turned into the biggest investors of One97 Communications, the parent

of Indian e-posterior, Paytm, by contributing $680 million, in 2015. (Aulakh, 2015). To tap the capability of what it sees as

"immature web economy" of India, Japanese Investment Company and innovation powerhouse Softbank put $627 million into web

based retailing commercial center Snapdeal and $210 million in Ola taxis. (Macintosh, 2014). Issue and Prospects of E-Commerce",

(Raghunath and Panga, 2013). Present a point by point examination of various subtleties of web based business while emphasizing

that, in present time each business action, be it promoting, requesting, installment and so on, can be acted in the advanced biological

system. The paper covers different focuses on the criticalness of online business which are answerable for its development and improvement as the new show. The availability and made sure about openness of web and other online devices envoy another

transformation. SWOT examination of online business directed by (Awais and Samin, 2012). Features universality, low working cost,

improved client connection and efficient as the special qualities of web based business, and yet complements upon the need for the

organizations to adjust to the changing condition and develop continually to concoct better contributions for clients.

Electronic concepts

S.No. Definition

1 Global electronic trade isn't just characterized by the nonattendance of paper archives. Very a

significant target of numerous business and managerial clients is the disposal of paper, most clients will likewise concede that present usage endeavors remain intensely between subordinate upon the

proceeded with utilization of paper archives. (Ritter, 1992)

2 Electronic commerce is the achievement/realization of the entire chain of value of the business

processes by means of intense use of communication and information technologies, thus reaching

the business’s objectives. (Albertin, 2000)

3 E-commerce involves many activities - e-commerce of goods and services, electronic delivery of

digital information, electronic auctions, direct marketing to consumers. Electronic commerce can be

widely applied in the following areas: e-trade; financial transactions in the provision of banking,

financial leasing, insurance and other services, investments, speculative operations in currency and

securities; other service markets: hotels, tourism, education, consulting, payment for utilities,

advertising and other; between various business, public, public and other institutions, legal and natural persons, households and individuals. (Misevičiūtė2001)

4 E-commerce opens new platforms for the international marketing of real goods and presents

opportunities to create new businesses providing information and other knowledge-based intangible

products. (Gunasekarana et al. 2002)

5 There is a growing interest in the use of electronic commerce (EC) as a means to perform business

transactions. For many businesses, it has become a priority. Through using EC; companies can

connect with their trading partners for just in time production and just in time delivery, which

improves their competitiveness globally. (Ngai & Wat, 2002)

6 There is a growing interest in the use of electronic commerce (EC) as a means to perform business

transactions. For many businesses, it has become a priority Through using EC; companies can

connect with their trading partners for just in time production and just in time delivery, which

improves their competitiveness globally. (Mansell, 2003)

7 E-commerce is understood as part of the business, which also includes, for example, video

conferencing and teleworking. "e-business" can be characterized as follows: procedures of business,

business exercises, and other financial errands. Environmental Consequences of E-Commerce conducted over the Internet or computer-mediated networks (Intranet, etc.). (Fichter, 2003)

8 The effects of e-commerce already appear in all areas of business, from customer service to new

product design. It focuses on latest types of information basically which is based on business

processes and for reaching, delivering and interacting with customers or buyers of goods. For

example- like online advertising and marketing, online order processing, searching and online




customer services, etc. (Gangeshwer, 2013)

9 E- Commerce is a powerful tool, a concept and a process that has fundamentally changed the present scenario of human life. Now a day’s e-commerce is a main source of revolution of

Information Technology and communication in the field of economy. (Nanehkaran, 2013)

10 Permits a large amount of transactions, which occur electronically, either between companies and

consumers, between companies, between consumers and may also involve government

organizations. (da Silveira et al. 2013)

11 The Electronic commerce as purchasing and selling products or services managed through a digital

environment and utilizing methods specifically idealized for the receipt or performance of

commercial transactions. (Galinari et al. 2015)

12 Electronic commerce, commonly known as E-commerce, is trading in products or services using

computer networks, such as the Internet. Web based business draws on innovations, for example, m-

trade, electronic finances move, flexibly chain the board, Web promoting, online exchange

handling, electronic information exchange (EDI), stock administration frameworks, and robotized

information assortment frameworks. (Shahriari et. al. 2015)

13 Electronic commerce, or e-commerce, is the purchasing and selling of commodities and services

over the Internet. Moreover to this, buying and selling to most of the people also uses the Internet as a source of information hub to compare the prices or to look at the latest products, its features and

also its offers or discounts, rebates before making a buying decision online or at a traditional store.

(Khan, 2016)

Evolution of Web and E-Commerce

Year Description

1946 The first electronic computer, Electronic Numerical Integrator and Computer (ENIAC), is

constructed at the University of Pennsylvania.

1957 The Soviet Association dispatches Sputnik, the principal counterfeit satellite.

1958 The U.S. formed the Advanced Research Projects Agency APRA), with the help of Department of

Defence, to develop U.S. leadership in science and technology which is applicable to the military, to

counter Soviet technological advances.

1969 The Advanced Research Projects Agency Network (ARPANET), the forerunner of the Internet,

established with four nodes: UCLA, Stanford, UC-Santa Barbara, and University of Utah.

1970 First applications of electronic data interchange (EDI).

1973 First international connection to The Advanced Research Projects Agency Network (ARPANET),

University College of London. Firstly work on a transmission protocol (later to be called TCP/IP)

that allows diverse computer networks to interconnect and communicate with each other.

1974 Bolt Beranek and Newman Inc. (BBN) opens Telnet (teletype network), the first commercial

version of ARPANET.

1982 Transmission Control Protocol (TCP) and Internet Protocol (IP) established by Advanced Research

Projects Agency (ARPA). This makes a definition of an "internet" which is a connected set of

networks, specifically those using TCP/IP, and "Internet" as connected TCP/IP internets.

1983 Internet Activities Board (IAB) is created.

1984 Science fiction author William Gibson coins the term "cyberspace" in his novel, Necromancer. Web has (PCs with enrolled IP address) surpass 1,000.

1987 Internet users exceed 10,000.

1988 Web worm debilitates 6,000 of 60,000 Web has. An alumni understudy from Cornell College made

the worm. The PCs which were contaminated through this were associated through ARPANET and

other Email organizes in the Web circle. A large number of the US's top science and research

focuses were influenced.

1989 Internet users exceed 100,000.

1990 The ARPANET is shut down.

1991 Sir Tim Berners-Lee, working at CERN in Geneva, builds up a hypertext framework to give

productive data get to. He posted the principal PC code of the Internet in a moderately harmless

newsgroup, "alt.hypertext." Later on, individuals alluded to the Web itself as the Internet.

1992 World Wide Web released by Conseil Europeen pour la Recherche Nuclaire (CERN).

1994 Pizza Hut sells pizza on its website. First Virtual, the first cyber bank, opens.

1997 Inception of business-to-business (B2B) e-commerce. US Postal Service issues electronic postal

stamps.

2000 Internet users exceed 360 million.

2011 Internet users tally almost 2 billion. Users in over 200 countries are connected. (Smith et al. 2010)

Types of E-Business model




1. E-Business model may be based on the type of relationship between different sides of a transaction. Transaction can be

categorized in different types. Therefore there exist different transaction schemes that are forked from different types of e-Commerce.

Some of the most popular ones have been discussed below;

Business-to-Consumer (B2C) -Business-to-consumer describes the activities of businesses serving the end consumers

with products or services. E.g., Makemytrip, Paytm (One97)

Consumer‐to‐Consumer (C2C) ‐ Consumer‐to‐consumer implies electronic trade including electronically

encouraged exchanges between shoppers as a rule through some outsider. E.g., eBay

Business-to-Business (B2B) – Business-to-business (B2B) means electronic transactions between businesses and

firms, for example -such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer, retailer and manufacturer

etc. E.g., Snapdeal

Consumer‐to‐Business (C2B) ‐ Consumer‐to‐business (C2B) is an electronic trade plan of action in which

purchasers (people) offer items and administrations to organizations and the organizations pay them. E.g., Roundone (Referral)

Therefore there are also several other categories, such as B2E, B2G, G2B, G2C (relating to business & its employees,

Government & its citizens). However, they don't shape a piece of the wide grouping of the different methods of web based business exchanges. (Kumar, 2018).

Revenue model is one of the most important components of the business model. It primarily concerns and identifies

what product or services will be created in order to generate revenues and the ways in which the product or services will be sold. Since

there are possibilities of multiple variations, therefore many companies do not use one single revenue model. Some of the commonly

used models have discussed below:-

Advertising revenue model

The concept of advertising revenue model is based on the concept of contacts (CPC or CPX) making it one of the indirect sources of

revenue. E.g., Google, Facebook

Subscription revenue model

The subscribers are usually charged with a periodic (daily, monthly or annual) fee to subscribe to a service. E.g., Flipkart Media,

Nasscom

Transaction fee revenue model

A company receives a commission based on volume for enabling or executing transactions. The revenue is generated through transaction

fees by the customer for paying a fee for a transaction to the operator of a platform. E.g., Snapdeal, eBay etc.

Sales revenue model

Wholesalers and retailers of merchandise and ventures sell their items on the web. There are various models as far as online

deals like commercial centers as normal section focuses for different items from numerous merchants or venders. E.g., Flipkart,

Urbanladder

There are few varieties and forms ‐ for example sponsoring, content‐syndication and data‐mining. Electronic commerce will

progress into creating new kinds of revenue models. Certainly, new and interesting variations can be expected in the future course. Most

widely used internet companies like Amazon, eBay, Google and Facebook show their great potential to develop new revenue models by

combining and constantly improving them.

Process of e-commerce:

Electronic commerce (e-commerce) is the marketing, buying and selling of merchandise of goods or services over the Internet. It involves the whole extent of online item and administration deals all the way. Internet business devices incorporate pc stages,

applications, arrangements, servers and different programming positions produced by web based business specialist co-ops and obtained

by shippers to increment online deals. Pictorial representation of e-commerce shown in (figure: 1).

Commerce facilitates the growth of online business. It is categorized as follows:

Online marketing, Online advertising, Online sales

Product delivery, Product service, Online billing

Figure: 1 Pictorial representation of e-commerce shown in

Source: https://www.scottishenterprise.com/knowledgehub/articles/comment/scottish-ecommerce-trends


https://www.scottishenterprise.com/knowledgehub/articles/comment/scottish-ecommerce-trends



RESEARCH METHODOLOGY

This study depends on the meta-investigation. For this examination auxiliary information gathered structure different sources have been

utilized. The auxiliary information has been gathered from different sites, books, diary articles, theory, every day paper, and magazine.

(Sarker et al. 2017). Assortment of data and information is utilized to settle on business choices. In this strategy primary spotlight on including latest distribution, research, talk with, reviews and other examination methods and incorporate both present and chronicled

data. All the wellsprings of information have been recognized. The article has been demonstrated to recognize the ability information at

whatever point accessible. The article appropriately dissected hypothetically just as statically and introducing the status of internet

business development in India. It additionally painstakingly recognized the difficulties and chances of online business in India. (Hajli N

and Featherman MS, 2017)Research design:

Just optional information has been gathered from different articles, diaries, books, sites and so forth for this article. It has been utilized to

investigation of assessment, reasonable system, definition, key players, present patterns, future prospects and obstructions of online

business. (e-commerce of India, 2015) The creator additionally utilized quantitative examination that is the methodical observational

examination of factors wonders through factual and scientific, hypotheses relating to marvels and all the information included is the

auxiliary information. Appropriate references have been given any place essential.

Advantages and Disadvantages of e - commerce

S.No Advantages Disadvantages Reference

1 Lower cost- It reduces the cost of goods.

Products can be ordered at any place which

reduces the transportation cost. For e-business

any shop is not required. It can be done from

one’s home only.

Less visualization-Since the products

being purchased are seen on just a

screen and not in reality, the consumer

is usually in doubt about the product.

(Gupta et al.

2018),

(Goyal, 2015) & (Franco &

Regi, 2016)

2 Less time consuming-With the help of e-

commerce, all products are available at one

place and in just a few clicks which saves a lot

of time of the consumer.

Harder to deliver to backward areas-

Delivery of products in rural areas is

comparatively more difficult than it is

in urban areas since the routes are not

proper.

3 Suitable for startup-To start a business, lots of

investment is needed but in e-commerce, less

amount of money is required which is suitable

for every class of the society.

Unavailability of regional products-

Many regional products are not

available for consumer at commercial

e-commerce.

4 No geographical restrictions- There are a free

entry and exits. Barriers in electronic-commerce are less as compared to other

businesses.

Security and privacy breach- For online

transfer of money, customers have to fill many debit card and credit card

details and there is always a risk of

information to be leaked and misused.

5 24x7 product availability- Products and

services are available anytime.No specific

time period is defined in e-commerce.

Services are usually available at any time that

pleases the consumer.

Impersonal contact- There is lack of

personal contact between seller and

buyer, because many people do not buy

product without any personal contact

between seller and buyer.

6 There is a great variety of options for similar

products-with the increase in the competition in the market every product has a similar

substitute product. Which is not possible for

the seller to keep all of them, but with the help

of e-commerce it is possible for many

competitor to sell their product at one place

which increases the variety of the product.

Additional cost of delivery – One of the

disadvantages is additional cost. Most of the times, seller charges additional

cost for the delivery of the product

which increase the cost of the product.

7 Delivery at door step- The ordered products

are delivered at the consumer’s house without

any problem.

Time for delivery of physical products

sometimes takes more time.

8 More discounts - Due to reduction in

intermediates, the cost of products also

reduces which help the producer to sell their products at a lower cost by providing higher

discount.

As there is minimum chances of direct

customer interaction with the company, customer loyalty is always checked.

9 Easy to find reviews: Because the competition

is high, companies want online review to look

at other consumer reviews. Good and bad

reviews are on every site on internet, not only

you can see the product is liked, but you can

also see the reasons behind the thumbs up or

down.

Sufficient internet services: Although it

seems that everyone is now on the

internet at all the time, there are still

areas in which network causes a lot of

issues. For setting any e-commerce

business, be sure your area should have

good internet connectivity that can

handle, all need to run effectively.




FINDINGS AND DISCUSSION

Present Scenario in India

ASSOCHAM Secretary General Mr. Rawat presented data of survey conducted in India in which 75% youth, in the age of 15-34 years,

using online services or user in India, and India is an example of the youngest demography globally. (Sharma, 2014)

Challenges of e-commerce in India

Regardless, there are many obstacles which seriously hinder the growth of E-Commerce industry. E-Commerce has the potential to

provide many opportunities in a manner unprecedented by other technological advancements, with its positive impact on trade,

investment, business transactions, and market penetration. (Wresch, 2011). A portion of the hindrance are speak to through picture in

(figure: 2). One of the most common hurdles these countries face is the absence of a sound legal and regulatory environment for E-

Commerce, which acts as a deterrent for both buyers and sellers to conduct business over the Internet (UNCTAD 2004). Some of the

barriers responsible for slow growth of e-commerce in India like security problems, lack of skills, cost etc.

Figure:2 https://media.licdn.com/

Trends of e-commerce in India E-commerce industry has been growing rapidly in India, and it is expected to surpass the US to become the second largest E-commerce

market within the world by 2034.The E-commerce market is expected to reach US $200 billion by 2026 from US$38.5 billion in 2017.

India's e-commerce market has the potential growth of four folds to US$150 billion by 2022 supported by rising incomes and surge in

internet users .With growing internet penetration in India, internet users are expected to increase from 445.96 million in 2017 to 829

million by 2021. As of September 2019, internet subscribers in India stood at 687.62 million.

India is including around 10 million day by day dynamic web clients consistently to the web network supporting the online business

industry, which has the most elevated rate on the planet. It is normal that number of online customers in India are to arrive at 220 million

by 2025. India is relied upon to twofold the economy from web clients, 125 billion US$ as of April 2017 to 250 billion US$ by 2020.

Advanced exchanges are relied upon to reach US$100 billion by 2020. The point of Government of India is to make a trillion dollar

online economy by 2025 through 'Computerized India'. Web infiltration in India developed from only 4 percent in 2007 to 52.08 percent

in 2019, enrolling a Compound Annual Growth Rate (CAGR) of 24 percent somewhere in the range of 2007 and 2019.The estimated population of urban India around 444 million as per 2011 census. Urban internet subscriber base stood at 427.05 million and its

penetration was 101.63 percent in Financial Year 2020.

The estimated population of rural India about 906 million as per 2011 census. Rural internet subscriber base stood at 238.26

million and rural India penetration was 26.57 percent in Financial Year 2020.

Internet penetration in rural India is expected to grow as high as 45 percent by 2021 compared to the current rate of 21.76

percent.

The active number of internet users in the country is the second highest across the globe and data usage of 8GB/ subscriber

/month is comparable to the developed countries.

Presently India is also one of the largest active data users across the globe. It has highest data usage per smart phone at an

average of 9.8 GB per month. (Figure: 3) Shows a market size of online business, part piece, Trends and government exercises.


https://media.licdn.com/



Figure: 3

Source: https://www.ibef.org/industry/ecommerce/infographic

Internet penetration in India grew from just 4 percent in 2007 to 52.08 percent in 2019, registering a Compound Annual Growth

Rate (CAGR) of 24 percent between 2007 and 2019.

The estimated population of urban India around 444 million as per 2011 census. Urban internet subscriber base stood at 427.05

million and its penetration was 101.63 percent in Financial Year 2020.

The estimated population of rural India about 906 million as per 2011 census. Rural internet subscriber base stood at 238.26

million and rural India penetration was 26.57 percent in Financial Year 2020.

Internet penetration in rural India is expected to grow as high as 45 percent by 2021 compared to the current rate of 21.76

percent.

The active number of internet users in the country is the second highest across the globe and data usage of 8GB/ subscriber

/month is comparable to the developed countries.

Presently India is also one of the largest active data users across the globe. It has highest data usage per smart phone at an

average of 9.8 GB per month. (Figure: 4) shows web entrance in India yearly.

Internet Penetration in India (%)

18

27

34.6 34.42

38.02

52.08

0

10

20

30

40

50

60

2014 2015 2016 2017 2018 2019 (till seo

2019)

Year


https://www.ibef.org/industry/ecommerce/infographic



Figure: 4 Sources: Economic Times, Live Mint, and Department of Telecommunications, Bain & Company – Unlocking Digital for

Bharat

The online retail market in India is estimated to be worth US $17.8 billion in terms of gross merchandise value (GMV) as of

2017.

India has secured the highest CAGR among major economies in online sales at 70 percent in the online retail market over the

years 2012-17. Online retail sales in India is expected to grow by 31 percent to touch US $32.70 billion in 2018, led by Flipkart,

Amazon India and PaytmMall.

E-retail market is expected to continue its strong growth, by registering a CAGR of over 35 percent and to reach Rs 1.8 trillion

(US$25.75billion) by FY20.

Electronic is currently the biggest contributor to online retail sales in India with a share of 48 percent, followed closely by apparel at 29 percent. By 2025, non-electronics categories are expected to take 80 percent share in online retail in India. (Figure: 5)

shows a Shares of different portions in E-trade retail by esteem 2018.

Shares of Various Segments in E-commerce Retail by Value 2018

4829

9

8 3 3

Electronics

Apparels

Home andFurnishing

Baby, Beauty andPersonal Care

Books

Others

Figure: 5 Source: Report by marketer, Kalaari Capital –Imagining Trillion Dollar India

As of July 2018, the numbers of transactions in E-commerce retailing are 1-1.2 million per day and on E-commerce platforms are 55-60 million per month.

With the cost of servicing tier-II and other smaller cities going down, most of e-retail’s growth in the country is going to come

from there. However, online shoppers in India are expected to cross 120 million in 2018 and eventually 220 million by 2025.

The generation of latest mobile devices combined with internet access via affordable broadband solutions and services and

mobile data is a key factor driving the speedy growth in India’s E-commerce sector.

Smart phone users in India are expected to reach at 859 million by 2022.

Smart phone shipments in India increased 8 percent year-on-year to reach 152.5 million units in 2019, there by making it the

fastest growing market of the top 20smart phone markets in the world.

Currently, mobile phones account for about 40 percent of Gross Merchandise Value (GMV). (Figure: 6) shows a yearly

shipment of cell phones in India.

14.517.5

42.5

79.5

102108

124

142.3152.5

0

20

40

60

80

100

120

140

160

Million

2011 2012 2013 2014 2015 2016 2017 2018 2019

India's Smartphone Shipments

Figure: 6 India’s Smartphone Shipments




CONCLUSION

In today’s modern world of e- marketing, e-commerce plays a very important place in buying behaviour or perception of customers. The

e-commerce industry in India is growing very fast at a remarkable position due to high popularity and demand of internet and latest

electronic gadgets or devices. However, the recent growth rate of e-commerce in India is far more behind than other developed countries

and yet it needs more to develop and grow to compete with other global countries for its progress. So there are many big issues,

obstacles and challenges on the way of an online merchant. Such issues like safety and security of online money transaction being the

biggest hurdle along with others have hurdled the smooth expansion and growth of the online industry in the country. Digital Marketing

industry in India is extent to almost all the business sectors. Without Digital Marketing, businesses may fall short of creating present-day

marketing strategies and hence, they may turn aimless.

ACKNOWLEDGEMENT I would like to thank Mr. Virendra Kumar Verma, Central Pollution Control Board, Delhi, for his guidance and support.

REFERENCES

1. Saini, D., & Rathore, V.S. (2012). Study & Analysis of Secured E-Commerce Transactions Information Protocols-Purchasing

Order. IJCSMS, 12(3), 2231 –5268.

2. Moon, J.W., Kim, Y.G. (2001). Extending the TAM for a World-Wide-Web context. Information & management, 38(4), 217-

230.

3. Sagi, J., Carayannis, E., Dasgupta, S., Thomas, G. (2004). ICT and business in the new economy: globalization and attitudes

towards e-Commerce. Journal of Global Information Management (JGIM), 12(3), 44-64.

4. Paris, D., L., Bahari, M., Iahad, N.A., & Ismail, W. (2016). Systematic literature review of E-commerce implementation

studies. Journal of Theoretical and Applied Information Technology, 89(2), 422–438.

5. Laudon, K.C., & Laudon, J.P. (2013). Management Information Systems: Managing the Digital Firm Twelve Edition Pearson Delhi.

6. Sun, Z., Finnie, G.R. (2004). Intelligent techniques in e-commerce. Springer, Berlin.

7. Elizabeth, G., & Sue, L.T. (2000). McGregor. Ecommerce: consumer protection issues and implications for research and

education. J Consumer Studies & Home Economics,.24(2), 124–127.

8. Ohidujjaman, H.M., & Huda, M.N. (2013). Ecommerce Challenges, Solutions and Effectiveness Perspective Bangladesh.

International Journal of Computer Applications, 70(9), 9-17.

9. Hasan, A.H.M., Saidul, B.M.A., Kamil, A.A. & Parveen, S. (2010). Adoption of Ebanking in Bangladesh: An exploratory

study. African Journal of Business Management, 4(13), 2718-2727.

10. Ray, S. (2011). Emerging Trend of E-Commerce in India: Some Crucial Issues, Prospects and Challenges. Computer

Engineering and Intelligent Systems, 18-36.

11. Gupta, A. (2014). E-Commerce: Role of E-Commerce In Today's Business. International Journal of Computing and Corporate Research, 4(1).

12. Rina, D. (2016). Challenges and Future Scope of E-commerce in India. International Journal of Emerging Trends &

Technology in Computer Science, 5(2), 232-235.

13. Gangeshwer, D.K. (2013). E-Commerce or Internet Marketing: A Business Review from Indian Context. International Journal

of u- and e- Service, Science and Technology, 6, 187-194.

14. Mishra, S.V., & Kotkar, D.S. (2015). A Study on Current Status of E-Commerce in India: A Comparative Analysis of Flipkart

and Amazon. International Journal of Advance Research in Computer Science and Management Studies, 3(2), 133-137.

15. Das, D.K., & Ara, A. (2015). Growth of E-Commerce in India. International Journal Of Core Engineering & Management,

2(4), 25-33.

16. Aulakh,G. (2015). Retrieved from http://economictimes.indiatimes.com/industry/banking/finance/banking/alibaba-antfinancial-

invest-about-680-million-in-paytm-up-stake-to-40/articleshow/49148651.cms

17. Mac, R. (2014). Retrieved from https://www.google.co.in/amp/www.forbes.com/sites/ryanmac/2014/10/28/softbank-betsbig-on-india-with-627-million-snapdeal-investment/amp/

18. Raghunath, A., & Panga, M.D. (2013). Problem and Prospects of E-Commerce. International Journal of Research and

Development - A Management Review, 2(1), 59-68.

19. Awais, M., & Samin, T. (2012). Advanced SWOT Analysis of E-Commerce. International Journal of Computer Science, 9(2),

569-574.

20. Ritter, J.B. (1992). Defining International Electronic Commerce. Northwestern Journal of International Law & Business,13, 3-

30.

21. Albertin, A.L. (2000). O comércio eletrônico evolui e consolida-se no mercado brasileiro. Revista de Administração de

Empresas, 40(4), 94–102.

22. Misevičiūtė, B. (2001). Elektroninė komercija [PPT]. Retrieved 2018, from

http://kopustas.elen.ktu.lt/studentai/lib/exe/fetch.php?media=elektronine_komercija.ppt. 23. Gunasekarana, A., Marrib, H.B., McGaugheyc, R.E., Nebhwanib, M.D. (2002). E-commerce and its impact on operations

management. Int. J. Production Economics, 75, 185–197.

24. Ngai, E.W.T., & Wat, F.K.T. (2002). A literature review and classification of electronic commerce research. Information &

Management, 39, 415-429.

25. Mansell, R. (2003). Electronic commerce: conceptual pitfalls and practical realities. Prometheus, (21)4, 429-447.

26. Fichter, K. (2003). E-Commerce Sorting Out the Environmental Consequences. Journal of Industrial Ecology, (6)2.

27. Gangeshwer, D.K. (2013). E-Commerce or Internet Marketing: A Business Review from Indian Context. International Journal

of u- and e-Service, Science, and Technology, 6(6), 187-194.

28. Nanehkaran, Y.A. (2013). An Introduction To Electronic Commerce. International journal of scientific & technology research,

(2)4, 190-193.


http://economictimes.indiatimes.com/industry/banking/finance/banking/alibaba-antfinancial-invest-about-680-million-in-paytm-up-stake-to-40/articleshow/49148651.cms

http://economictimes.indiatimes.com/industry/banking/finance/banking/alibaba-antfinancial-invest-about-680-million-in-paytm-up-stake-to-40/articleshow/49148651.cms

https://www.google.co.in/amp/www.forbes.com/sites/ryanmac/2014/10/28/softbank-betsbig-on-india-with-627-million-snapdeal-investment/amp/

https://www.google.co.in/amp/www.forbes.com/sites/ryanmac/2014/10/28/softbank-betsbig-on-india-with-627-million-snapdeal-investment/amp/

http://kopustas.elen.ktu.lt/studentai/lib/exe/fetch.php?media=elektronine_komercija.ppt



29. da Silveira, C.L., Oliveira, R.C., & Alméri, T.M. (2013). O CRESCIMENTO DO E-COMMERCE E OS PROBLEMAS QUE

O ACOMPANHAM: a identificação da oportunidade de melhoria em uma rede de comercio eletrônico na visão do cliente. Revista de

Administração do UNISAL, 3(3).

30. Galinari, R., Cervieri, J.O., Rodrigues, J.T., Rawet, E.L. (2015). Comércio eletrônico, tecnologias móveis e mídias sociais no

Brasil. BNDES Setorial, Rio de Janeiro, 41. Retrieved from https://web.bndes.gov.br/bib/jspui/handle/1408/4285

31. Shahriari, S., Shahriari, M., Ggheiji, S. (2015). E-commerce and it impacts on global trend and market. International journal of

research-Granthaalayah, 3(4), 49-55.

32. Khan, A.G. (2016).Electronic Commerce: A Study on Benefits and Challenges in an Emerging Economy. Global Journal of

Management and Business Research: B Economics and Commerce,16(1).

33. Smith, K.T., Smith, L.M., & Smith, J.L. (2010). Case Studies of Cyber crime and Its Impact on Marketing Activity and

Shareholder Value. Academy of Marketing Studies Journal, Forthcoming. 34. Dr. Kumar, N. (2018). E –Commerce in India: An Analysis of Present Status, Challenges and Opportunities, International

Journal of Management Studies, ISSN(Print) 2249-0302 ISSN (Online)2231-2528.

35. https://www.techopedia.com/definition/351/electronic-commerce-commerce

36. Gupta, D.C., Prof. Bindal, M., Agarwal, N., & Khandelwal, K. (2018). Traditional Commerce v/s E-commerce and Impact of

Demonetization on E-commerce, International Journal of Engineering and Management Research, 8(2), 136-142.

37. Goyal, J. (2015). Projections of E-Commerce in India, International Journal of Computer Science Trends and Technology (I

JCST), 3(6).

38. Dr. Eugine, F.C., Regi, B.S. (2016). ADVANTAGES AND CHALLENGES OF E-COMMERCE CUSTOMERS AND

BUSINESSES: IN INDIAN PERSPECTIVE, International journal of research Granthaalayah, 4(3).

39. Sarker, M.N.I., Bingxin, Y., Sultana, A., & Prodhan, A.S. (2017). Problems and challenges of public administration in

Bangladesh: pathway to sustainable development. Int. J. Public Adm. Policy Res, 3(1), 16–25.

40. Hajli, N., & Featherman, M.S. (2017). Social commerce and new development in e-commerce technologies. Int. J. Inf. Manage, 37(3), 177–178.

41. E-Commerce in India: Drivers and Challenges a The PwC India Proposition challenges. (2015). Retrieved from

https://www.pwc.in/assets/pdfs/technology/ecommercein-india-drivers-and

42. Sharma, R. (2014). Challenges and Opportunities of E-Commerce and Its Role in Management Education in India. Int. J. Curr.

Trends Eng. Technol, 1(1), 23–26.

43. Wresch, William, & Fraser, S. (2011). Persistent Barriers to E-Commerce in Developing Countries. Journal of Global

Information Management, 19(3), 30-44.

44. https://media.licdn.com/mpr/mpr/shrinknp_800_800/aaeaaqaaaaaaaaitaaaajdvlotzlymnilty3ztatndq4zs04mtgxlwm3n2fhywnhm

2mxyw.jpg

45. United Nations Conference on Trade and Development (2004). E-Commerce and Development Report, Geneva, Switzerland:

United Nations. 46. https://www.ibef.org/industry/ecommerce/infographic

47. https://www.ibef.org/download/E-Commerce-January-2020.pdf

48. https://www.statista.com/statistics/792047/india-e-commerce-market-size/

49. Media sources, BCG –The $250 billion Digital Volcano, BCG –Digital Consumer Spending in India, Bain & Company –

Unlocking Digital for Bharat, Morgan Stanley


https://web.bndes.gov.br/bib/jspui/handle/1408/4285

https://www.techopedia.com/definition/351/electronic-commerce-commerce

https://www.pwc.in/assets/pdfs/technology/ecommercein-india-drivers-and

https://media.licdn.com/mpr/mpr/shrinknp_800_800/aaeaaqaaaaaaaaitaaaajdvlotzlymnilty3ztatndq4zs04mtgxlwm3n2fhywnhm2mxyw.jpg

https://media.licdn.com/mpr/mpr/shrinknp_800_800/aaeaaqaaaaaaaaitaaaajdvlotzlymnilty3ztatndq4zs04mtgxlwm3n2fhywnhm2mxyw.jpg

https://www.ibef.org/industry/ecommerce/infographic

https://www.ibef.org/download/E-Commerce-January-2020.pdf

https://www.statista.com/statistics/792047/india-e-commerce-market-size/

e-commerce – a brilliant open door and developing …

Documents