Study of E-commerce of India through SEO

The following is the synopsis for project report on Functional Specialisation is entitled "Study of E-
commerce of India through SEO”

Synopsis:

Electronic commerce or business is more than just another way to sustain or enhance existing business
practices. Rather, e-commerce is a paradigm shift. It is a ``disruptive‟‟ innovation that is radically changing
the traditional way of doing business. Ecommerce is showing tremendous business growth in our country.
Increasing internet users have added to its growth. Ecommerce has helped online industry in many ways
and added a new sales avenue through online retail industry in our country. The present study has been
undertaken to describe the present status and facilitators of E-Commerce in India, analyze the present
trends of search engine optimization in E-Commerce of India.

Search Engine Optimization (SEO) is the process of increasing a website's organic search rankings. SEO
tactics include on-page HTML structure, website architecture, page content and keyword usage, inbound
links, and a domain's collective content. SEO is consistently a major driver of growth and customer
acquisition for ecommerce stores. One survey found SEO to account for approximately 30% of ecommerce
site traffic, underlying the massive opportunity for online stores to acquire unpaid traffic. An oft-
misunderstood practice, effective ecommerce SEO involves much more than simply including the right
keywords on a page.

1.1. Objectives

The objectives of this project are-

1. To study the need for search engine optimization (SEO) for e commerce websites, SEO
mechanism and key developments which has been brought about it.

2. To exhaustively study the contributions made by the SEO in helping customer find what
they are looking for on E- commerce websites.

1.2. Methodology

This project is done adopting the qualitative analysis method. It is based on secondary data as it is
not possible to collect primary data within short period of time. I have accessed various websites, journals,
books and magazines to collect different types of data.

1.3. India as a host location for E-commerce

The e-commerce has transformed the way business is done in India. The Indian e-commerce market is
expected to grow to US$ 200 billion by 2026 from US$ 38.5 billion as of 2017. The value of e-commerce
market is expected to cross US$ 50 billion by 2018.
Much growth of the industry has been triggered by increasing internet and smartphone penetration. The
ongoing digital transformation in the country is expected to increase India’s total internet user base to
829 million by 2021 (59 per cent of total population), from 373 million (28 per cent of population) in 2016,
while total number of networked devices in the country are expected to grow to two billion by 2021, from
1.4 billion in 2016. Since 2014, the Government of India has announced various initiatives namely, Digital
India, Make in India, Start-up India, Skill India and Innovation Fund. The timely and effective
implementation of such programs will likely support the e-commerce growth in the country.

Technology enabled innovations like digital payments, hyper-local logistics, analytics driven customer
engagement and digital advertisements will likely support the growth in the sector. With the increase in
the number of electronic payment gateways and mobile wallets, it is expected that by the year 2020,
cashless transaction will constitute 55 per cent of the online sales. The growth in e-commerce sector will
also boost employment, increase revenues from export, increase tax collection by ex-chequers, and
provide better products and services to customers in the long-term.