This exponential growth in e-retailing has provided more avenues for shopping than before. The e-commerce market in India touched US$6 billion in 2015 and is projected to reach US$70 billion by 2020.
India had nearly 462 million internet users and 55 million online shoppers, the online retail industry had witnessed an unparalleled growth in 2015-2016. Various studies in the past have emphasized on the importance of information communication technology in promotion and distribution of goods and services, in addition to offering ease of transaction and security of financial transactions e.g. The internet has also improved an organisation’s ability to cater to their consumers’ needs and to develop one to one relationship with them. Shoppers use e-commerce not only for buying products online, but also for comparing prices, features, benefits and the after-sales services that the firms are offering. With rapid and continuous advancements in technology, the number of people using the internet for carrying out business transactions has resulted in the exponential growth of e-commerce. Businesses are using the internet to connect, communicate and disseminate information to the present and potential customers, besides receiving feedback about the satisfaction/dissatisfaction with their products and services. In order to reduce costs incurred in marketing, firms are increasingly using e-commerce. The development of the internet has altered the way individuals shop and buy products/services.
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