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International Journal of EmergingTrends & Technology in Computer Science(IJETTCS)

Web Site: Email:,

Volume 3, Issue 2, March April 2014 ISSN 2278-6856

Volume 3, Issue 2 March April 2014 Page 216

Abstract: Electronic commerce is an emerging modern
business methodology which aims at addressing the needs of
the sellers, their organizations and the costumers in order to
reduce the costs and improving the dealing quality by
reducing the drift causing elements among the interacting
merchants and consumers. Comprising the core business
processing of buying, selling goods, services and information
over the internet combining with Electronic Data Exchange,
E-mail, WWW and other internet applications , E-commerce
has become a buzzword for business world. An admissible
question arises about the ease of the Indian buyers for E-
commerce as in India; E-commerce can be seen as a seed
germinated into a plant, trying to grab its roots on Indian
soil. E-commerce is dependent to a great extent, on the
number of internet users in India. The article mainly focuses
on the measures and thought strings attached with the
successful emergence and functioning of electronic
commerce in India.

Keywords: Electronic Data Exchange, COD, Catalogue
Shopping, Integrated Strategy.

1. Introduction
E-commerce in India has evolved notably well in last
decade, and there are many aspects of e-commerce like
TV shopping, online shopping, mobile, which all are part
of digital commerce. The entire evolution of e-commerce
has happened over last 15-16 years. India first had big-
box retail, then catalogue shopping, then TV shopping,
Internet and then mobile shopping. It is moving forward
quite rapidly. Lot of companies are coming in and
understanding the Indian consumers need. India has
today more than 200 million internet users, with
approximately 89 million users visiting online shopping
sites. According to a leading online shopping company-
eBay India, was among first few brands to enter the
Indian market and according to their report today eBay
India has more than 30, 000 sellers selling their products
domestically, and 15, 000 that sell across the globe,
including micro- multinationals and slum area sellers,
who sell their products on online platform to near about
30 countries worldwide. eBay India claims to have 4,306
e-commerce hubs in India which includes 1,815 rural
hubs, 523 export hubs, 2,638 import hubs, 201 global
buying hubs and 141 global selling hubs.[1] The
proliferation of internet at a rapid pace and the granting
of private ISP licenses have put the market to a new phase
in India. Even small enterprises have been increasingly
realizing the potential of Internet [2].

2. Challenges Faced by E-commerce in Indian
As India has a significant growth in internet users and
online buyers but the main challenge is that the number
of people actually shopping is fraction of that, at 14-15
million. Middle class in many of the developing
countries, including India, is rapidly embracing online
shopping. However, India falls behind not only US, China
and Australia in terms of Internet density, but also
countries like Sri Lanka and Pakistan. [3]This is because,
in developed markets, infrastructure was quite developed
by the time e-commerce came in. people had credit cards,
the market had gone through TV shopping, catalogue
shopping etc. in India, all this is new. The main
challenges faced by e-commerce industry are
infrastructure and trust-related challenges. On the
infrastructure side, companies are giving their best to set
up friendly tie ups with government and industry bodies.
On the trust margin, ecommerce players are doing a lot
by themselves with the help of their experience gained in
Indian market for several years. Seller merchants have
innovated on various mouthwatering services like:
Providing 100 percent guarantee of the product being
Providing 30 day return policy of the product being
purchased online
Providing try and buy, in which consumer try the
product and pays if likes the product else returns.
Further there is 24*7 customer support service and
various filters are set up in order to refine the search of
what the buyer wants and the whole transaction is
facilitated creating the trust aspect.
Also most of the Indian buyers are first time buyers
which directly relate their mind setup with their
expectations from ecommerce websites. As a result they
return most of the products they buy online. The next
problem is the mode of payment preferred by Indian
consumers. But unlike online payment, manual cash
collection is hectic and expensive, as it affects the profit
share of the ecommerce agents .For this problem also
ecommerce players have found a solution of providing
attractive service of COD (cash on delivery), as per the
requirement of Indian buyer.

3. Strategy to survive and remain in Market

E-Commerce: an Emerging era of Business
using Technology in India


Shri Baba Mastnath Engineering College, Rohtak
International Journal of EmergingTrends & Technology in Computer Science(IJETTCS)
Web Site: Email:,
Volume 3, Issue 2, March April 2014 ISSN 2278-6856

Volume 3, Issue 2 March April 2014 Page 217

There are lots of companies showing interest in and are
keen to invest in Indian market. The evolution of E-
commerce has shown a rapid growth in India but still
there is a long way to gain full trust of Indian consumer.
Various strategies are being formulated by selling
merchants based on their experience and how smooth
the transaction flow has been. The key determinants
could be scaled in form of various forms: Leadership
qualities. Despite of lot of competition in market some
new comer sellers are making them stand in market very
effectively as they follow the strategy of central zone
control acting as Leader to all other zones of company
who keeps a regular eye on functioning on all the zonal
firms of the company in order to keep them updated with
latest offers to be provided to consumers and improving
the services based on the feedback given by users in
order to keep the staff motivated to win the trust of the
costumer on priority basis. This is the prime task of the
central zone leader to have latest technology parameters
for all the zonal selling firms for example the online site
interface should be so simple and user friendly such that
the user gets the showroom like feeling where he is
buying the product with complete details of the product
from date of manufacture to date of expire of product.
This type of service plays a remarkable role in winning
the trust of costumer as he is able to get all the
information which he desires like the precise time
duration of delivery of product from the date of purchase
of product. Other factor of gaining the trust and success
in tight competition is the Brand of the products,
company is offering to sell. Famous and trustworthy
branded products attract every fish in the market sea, as
the branded product comes with the natural and
psychological guarantee earned by the brand with its tag
and market experience. The next strategy point is
Services provided by sellers to attract users. This is a
precise and mandatory head over for selling merchants
to attract users like accommodating various weekly and
monthly discount offers, sales, coupons etc. but the main
pillar for all this depends on the Marketing Strategy of
the selling firms, as all the services, branding etc. are a
complete waste if user is not aware about these. In order
to survive in tough competition in market sellers should
have effective marketing and advertising policies in
form of TV commercials, print advertisements, daily
discounts, membership relaxations, discounts on big
purchases, sales etc., such that the customer comes to
know about the existence of such marvelous schemes
offered by ecommerce players.

4. Conclusion
As we can see that in India Ecommerce is like any other
market that evolves but being a huge market, Indian
market is still nowhere maturity. In terms of online
shopping we are far behind the neighboring countries
like China. In order to see a successful and fruitful
outcome the ecommerce merchants will have to put their
more than best effort in order to attract the consumer
and keep them bonded! As Indian market is largely a
cash on delivery market, and certain states of the country
have regulations which cause hindrance in the smooth
Ecommerce experience, for example, un-standardized
home addresses, also some states need the buyer to fill a
form and send to the seller before he can ship the
product. This completely puts an adverse effect on the
buying experience of the user via ecommerce interface.
In such case the selling firms need to set up cordial
contracts with regional government authorities so as to
have elasticity in their protocols and dealings. The
ecommerce players in order to expand their roots should
extend their branches to small scale artisans of India, as
there is huge part of the country involved in handicrafts,
hand crafted fabrics of superfine quality which could
provide dual profit to them by selling them on global
front contributing in the rise of their business and
economy of country as well.

[1] K Brindaalakshmi, EBay India census 2012, Mar
22nd, 2013
[2] Joseph P.T, S.J., 2009: E-Commerce An Indian
Perspective, third edition, Asoke K Ghosh
publishing house India, page no.14
[3] DIPP Discussion Paper on E-Commerce, 2013-14,
page no.2
[4] Joseph P.T, S.J., 2009: E-Commerce An Indian
Perspective, third edition, Asoke K Ghosh
publishing house India, page no.373