Chapter 1

Introduction

The past two years have seen a rise in the number of companies' embracing e-commerce
technologies and the Internet in India. Most e-commerce sites have been targeted towards NRI's
with gift delivery services, books, audio and videocassettes etc. Major Indian portal sites have
also shifted towards e-commerce instead of depending on advertising revenue. The web
communities built around these portal sites with content have been effectively targeted to sell
everything from event and movie tickets to groceries and computers. The leader in these services
being Rediff on the net, (www.rediff.com) and India plaza which started a shopping section, after
their highly successful content site generated WEB visitors. In spite of RBI regulation, low
Internet usage e-commerce sites have popped up everywhere hawking things like groceries,
bakery items, gifts, books, audio & videocassettes, computer etc. None of the major players have
been deterred by the low PC penetration, credit card usage in India have also tried to close the
success worldwide of online commerce. BPB publication went online selling its complete range
of computer books about 2 years ago, it might not have the success of an Amazon.com of Barnes
and Noble, but they definitely have promised the cause of e-commerce in India with at least 1 to
5 web sites like India bookshop coming online.
This is not to say that the e-commerce scenario has been bad in India, as highly
successful e-businesses like Baba Bazaar and India mart have proved themselves. Indian Banks
too have been very successful in adapting EC and EDI Technologies to provide customers with
real time account status, transfer of funds between current and checking accounts, stop payment
facilities etc. ICICI Bank, Global Trust Bank and UTI-Bank also have put e banking over the
internet facilities in place for the up coming e-commerce market speed post also plain to clone
the FedEx story with online package status at any moment in time . The future does look very
bright for e-commerce in India with even the stock exchanges coming online providing an online
stock portfolio and status with a fifteen minute delay in prices. The day cannot be far when with
RBI regulations we will able to see stock transfer and sale over the Net with specialized services
like Schwab and e-trade.
Though with security and encryption being proven, technology for the transfer of
funds over the Internet, the Indian Government still has problems with 'Digital signatures' and
verification processes over the Internet. This combined with RBI norms and regulations has
proved a major huddle for e-commerce even though VSNL India's monopolistic ISP does want to
jump on to the electronic transaction bandwagon with the advent of private ISP's and India’s new
and positive attitude towards IT and the prime ministers new 'IT policy "the future is very
positive in India for doing commerce.”

1.1 Evolution of Commerce

Commerce has evolved over the centuries. Prior to the evolution of money it was the simple

1
“barter process” where things could be exchanged, say milk for grains. The evolution of money
brought with it, the concept of a “marketplace”. In a marketplace, Commerce is function of 4
P’s – Product, Price, Place and Promotions. All these four components play a vital role in a
transaction to take place. Different combinations of 4Ps determine different t forms of
Commerce. Once the marketplace came into existence, a few pioneers realized that people would
be ready to pay extra if they could deliver products at the customer’s doorstep. A slight
modification on Price and Place led to the convenience of getting products at their homes. This
concept delighted the customers and thus, the concept of “Street Vendors” was born.

When the Postal System came into being the sellers decided to cash in on the new opportunity
and started using mailers giving description of their products. It led to the concept of “Mail
Order Cataloguing”. From here, the evolution of the “Tele shopping” networks was thus
inevitable with the development of media vehicles.

The latest generation of commerce is one that can be done over the internet. Internet provides a
virtual platform where sellers and buyers can come in contact for sale and purchase of goods and
services. They can be thousands of miles apart, may belong to different parts of the world, might
speak different languages, “E-Commerce” emerged as the boundary-less trade medium in the era
of globalization.

Evolution of Commerce

Since, Internet has the ability to reach the customer’s home; the Distribution Channel has started
to assume new meaning to the B2C and C2C e-Marketer. The Physical delivery got converted to
electronic delivery; physical products were now electronic products, displayed on a website. With
options of paying online through debit and credit cards, even the Transaction was purely
electronic.

2
Another important P for the e marketer, Promotion, assumed importance, especially because there
is no face to face interaction between the buyer and seller. The focus of online promotions is the
‘great deals’, ‘discounts’, ‘convenience’ offered by the Marketers

Ecommerce stands for electronic commerce and pertains to trading in goods and services
through the electronic medium, i.e. the Internet or phone. On the Internet, it pertains to a web site,
which sells products or services directly from the site using a shopping cart or shopping basket
system and allows credit card payments. Back in 2005, the 100 million mark would have seemed
impossible. With a small number of 25 million internet users in India (2.5% penetration) in 2005,
we have seen a surge in the following years as the number jumped to 46 million in 2007 and 100
million in 2010 which is more than a 100% growth.

Year Internet Users

(millions)
2006 32.2

3
 2007 46.0

2008 51.8

2009 61.3

2010 100.0

(Source: Google)

1.3 E-Commerce in India today

Today E-commerce is a byword in Indian society and it has become an integral part of our daily
life. There are websites providing any number of goods and services. Then there are those, which
provide a specific product along with its allied services.

1.3.1 Multi-Product E-Commerce

Some Internet portals provide almost all categories of goods and services in a single site hence;
they are targeting buyers of every possible product and service. The most popular examples are
www.indiaplaza.com, www.india.com, www.khoj.com, www.sify.com, www.rediff.com,
www.indiatimes.com and so on.
These Indian E-commerce portals provide goods and services in a variety of categories.
To name a few:
• Apparel and Accessories for men and women
• Health and beauty products
• Books and magazines
• Computers and peripherals
• Vehicles
• Collectibles
• Software
• Consumer electronics
• Household appliances
• Jewelry
• Audio/Video entertainment goods
• Gift articles
• Real estate and services
• Business opportunities
• Employment
• Travel tickets
• Matrimony
• Pets and more
.

4
1.3.2 Single-Product E-Commerce

Some Indian portals/websites deal in a specialized field, for example:

Automobiles:
Examples are: http://www.indiacar.com/ and http://www.automartindia.com/.
On these sites we can buy and sell four-wheelers and two-wheelers, new as well as used vehicles,
online. Some of the services they provide are:
• Car research and reviews
• Online evaluation
• Technical specifications
• Vehicle Insurance
• Vehicle Finance
• Dealer Locator
• Regional Transport Office regulations
• Expert speak
• Message board…and more.

Stocks and shares and e-commerce

In India today, we can even deal in stocks and shares through e-commerce. Some of the sites are:
http://www.equitymaster.com; http://www.5paisa.com.Some of the services offered to registered
members are:
• Online buying/dealing of stocks and shares;
• Market analysis and research
• Company information
• Comparison of companies
• Research on Equity and Mutual Funds
• Tracking Market Trends
• Hotline for advice on Risk Management
• 24-Hour helpdesk….and more.

Real estate and E-commerce:

Portals like http://www.indiaproperties.com/ facilitate online dealing in real estate. They offer
either outright purchase or lease of a property through their portal. They provide information on
new properties as well as properties for resale .One can deal directly with developers or builders
or through consultants and brokers .Allied services:
• Housing Finance
• Insurance companies
• Architects & Interior Designers
• NRI services
• Property Management Consultants
• Packers & Movers
• Security & Maintenance Services

5
• Vaastu or Feng Shui Consultants…and more.

Travel & Tourism and E-commerce:

India has a rich history with cultural heritage and e-commerce is instrumental, to a large
Extent, in selling India as a product, encouraging Indians as well as foreigners to see its
Multi faced culture and beauty. A major Government of India portal,
http://www.tourisminindia.com/ has a vast variety of information for a potential tourist.
The tourist destination sites are categorized according to themes like:
• Adventure - trekking, mountain climbing etc
• Eco-Themes pertains to jungles, flora and fauna
• Beaches of India
• Architectural attractions
• Forts and Palaces
• Buddhist attractions
• Hill resorts
• Desert treks
• Pilgrimage sites

Allied services offered are:

1. Passport & visa
2. Travel & accommodation information
3. Weather information
4. Festival & fair dates
5. Shopping
6. Tour Operators
7. Information on Cuisine & Restaurants
8. Car rental services…and more.
There are also sites that highlight the tourist destinations of a specific region in India, like
http:// www.incredibleindia.org which covers North East India.
Gifts and E-commerce:
In the bygone days, one had to plan what to gift a loved one, trudge across to your favorite Shop,
and browse for hours before purchasing a gift. Today there are specific Indian websites making
the act of gifting quick and easy to suit ones lifestyle. One such site is
http://www.indiangiftsportal.com/.
The gifts are categorized as:
1. Collectibles like paintings and sculptures
2. Luxury items like leather goods, perfumes, jewelry boxes, etc
3. Household curios and carpets, etc
4. Toys & games
5. Chocolates
6. Flowers

6
7. Wood-craft & metal-craft
8. Idols for worship…and more.

Also the items can be searched by different regions of India, as every region has a special style in
making handicrafts.

Hobbies and E-Commerce:

The most popular hobbies from time immemorial are reading, music and films. On the Indian
website http://www.firstandsecond.com/ one can buy more than 300,000 titles of books,
cassettes, VCDs and DVDs.
The books cover a wide range of topics like Business, Art, Cookery, Engineering, Children’s
Stories, Health, Medicine, Biographies, Horror, Home & Garden, etc. As for music and videos,
they are available in English as well as in Indian languages to cater to the varied tastes and the
topics range from devotional songs, old-time favorites and retro and jazz to the latest pop, rap,
etc.

Matrimony and E-commerce:

It is said that marriages are made in heaven, but in the world of E- commerce they are made on
marriage portals like http://www.jeevansathi.com/ (meaning life-partner.com in Hindi)and
http://www.shaadi.com/ (meaning marriage.com in Hindi).One can search for a suitable match on
their websites by region of residence (India or abroad), religion or caste. Once registered with
them, they have email facility and chat rooms too, so that the couple gets to know more about
each other before making the biggest decision of their lives.
Allied services for registered members:
1. Astrological services
2. Information on Customs and Rituals
3. Legal issues
4. Health & Beauty
5. Fashion & Style
6. Wedding Planners
7. Honeymoon Destinations…and more.
Employment and e-commerce:
Two major portals like www.monsterindia.com and www.naukri.com (meaning job.com in Hindi)
are instrumental in providing job seekers with suitable employment at the click of ammo use.
They have directories categorized under the headings Employers and Job Seekers. The service for
job seekers is free and for Employers they charge a nominal fee. Jobs are available online in
fields ranging from secretarial to software development, and from real estate to education. The
opportunities offered are unlimited.

1.4 Facilitators of E-Commerce in India

1.4.1 Information directories

7
Portals like http://www.trade-india.com/ and http://trade.indiamart.com/ maintain directories
giving trade details on almost any topic, whether it is from apparel to toys, from gems to heavy
machinery, or from food to employment. The products and services are listed with appropriate
sub-headings to make it easy for a serious information-seeker to find what he wants. Some other
similar sites are http://www.indiagrid.com/,http://indiainfo.com/,and http://in.indiatimes.com/.
Allied services provided by them: Message boards, chat rooms, forums, etc.

1.4.2 Banks:

Net banking / phone banking:

This is an online banking facility available for savings account holders as well as current
Account holders. Some of the special Net banking services are:
• Demat accounts for sale/purchase of stocks and shares
• Foreign Exchange services
• Direct/Instant payment of bills on the account-holder’s behalf
• Financial Planning & advice
• Electronics Funds Transfer
• Loans to account-holders
• NRI services…and more.

Credit/Debit Cards:

Banks facilitate E-commerce by providing the most vital trade instrument, namely the Creditor
Debit Card, without which E-commerce would be impossible.

Potential of E-Commerce in India

Microsoft Research India was inaugurated in January 2005 in Bangalore, as the sixth MSR
laboratory in the world. The arrival of a giant like Microsoft itself speaks of India’s potentials a
world-player in the field of Information Technology and e-commerce; and others will soon
follow. Indian researchers and technicians can further the fast emerging world of E-commerce in
India and take it to greater heights.
What does the future hold for e-commerce? Many would say it is difficult to predict.
The forces that determine the web's winners and losers are just taking shape and technological
advances could add even more uncertainty. On the downside, some experts predict that it will be
increasingly difficult for smaller companies to establish their presence. Public companies and
traditional brand name retailers have deep pockets and a name recognition that will make it
difficult for smaller sites and mom-and-pop shops to attract customers, thereby forcing them to
compete with the big boys. On the Net, it's one big neighborhood. On the upside, nearly all
experts believe that overall e-commerce will increase exponentially in coming years. Business to
Business transactions will represent the largest revenue. Online retailing will also enjoy a drastic
growth. Areas expected to grow include financial services, travel, entertainment and groceries.
And for those considering opening a virtual store front, forthcoming technology and standards

8
agreements will make it easier to create a site, to protect it against payment fraud, and to share
information with suppliers and business partners.
According to a Reuters, Google expects India’s Internet users to triple (a whopping 300 million)
by 2014. Now, what is it that will propel this huge growth? Rajan Anandan, who heads Google’s
India operations shared with The WSJ that -”The next 200 million new users will largely be
mobile-first users and out of those, 100 million will be mobile-only users”. This is mainly
because telecom carriers have invested in high-speed wireless infrastructure and smart phones
will become cheaper. Let’s see how that goes.
So what does this user growth mean for E-commerce in India? Online travel and movie ticket
sales generate about $5 billion in revenue in India compared to a massive $80 billion in
neighboring China. It remains to be seen whether this growth in Internet penetration will translate
into more number of users who will indulge in online purchasing. Anandan had also mentioned
that, “Making money off that growing audience, though, is proving difficult thus far
for Google and other Internet companies,”

Objective

This is study is a research into the use of e-commerce by companies. This study is conducted to
evaluate the perceptions, status, and triggers on the use of e-commerce in Indian companies. This
survey has been conducted simultaneously in a number of countries in the Asia-Pacific region.
The results are expected to contribute significantly towards the current thinking regarding e-
commerce in this region. The results presented in this report pertain to the Indian survey.

The survey sample consisted of more than 110 Indian companies, 69 of which had a minimum
turnover of INR l billion, and 17 with an annual turnover above INR 10 billion. We chose the
largest companies in the country because they were most likely to have the greatest resources to
commit to e-commerce and potentially the largest benefits to reap. They are also the ones with,
arguably, the greatest cultural and organizational obstacles to overcome in order to do so.
The research carried out by KPMG India and that took place during late-1998 was referred to
while carrying out this study. Respondents included CEOs, CFOs, CIO’s, and Heads of
Marketing at the companies surveyed.

Literature Review

Electronic commerce or e-commerce consists primarily of the distributing, buying, selling,

marketing, and servicing of products or services over electronic systems such as the Internet and
other computer networks. The information technology industry might see it as an electronic
business application aimed at commercial transactions. It can involve
Electronic funds transfer, supply chain management, e-marketing, online marketing, online
transaction processing, electronic data interchange (EDI), automated inventory management
systems, and automated data collection systems. It typically uses electronic communications
technology such as the Internet, extranets, e-mail, e-books, databases, and mobile phones.

9
Functions of Electronic Commerce
The four functions of e-commerce are:
Communication
Process management
Service management
Transaction capabilities

Fig 2.2: Functions of Electronic Commerce

2.2 Distinct Categories of E-Commerce

Four distinct categories of electronic commerce can be identified as follows:

Business-to-business (B2B): Business-to-Business refers to the full spectrum of e-commerce

that can occur between two organizations. Among other activities, B2B e-commerce includes
purchasing and procurement, supplier management, inventory management, channel

10
management, sales activities, payment management, and service and support. While we may be
familiar with a few B2B pioneers- e.g. Chemdex (www.chemdex.com), Fast parts
(www.fastparts.com), and Free Markets (www.freemarkets.com) - some other exciting new
consortia are emerging.

Business-to-Consumer (B2C): Business-to-Consumer e-commerce refers to exchanges between

businesses and consumers, e.g., Amazon.com, Yahoo.com and Schwab.com. Similar transactions
that occur in business-to business e-commerce also take place in the business-to-consumer
context. For instance, as with smaller business-to-business, transactions that relate to the back
office of the customer (i.e., inventory management at the home) are often not tracked
electronically. However, all customer-facing, or front office activities are typically tracked. These
include sales activities, consumer search, frequently asked questions and service and support.

Consumer-to-Consumer (C2C): Consumer-to-Consumer exchanges involve transactions

between and among consumers. These exchanges may or may not include third-[arty involvement
as in the case of the auction-exchange eBay. Other activities include classified ads (e.g.,
www.numberoneclassifieds.com), games (www.heat.net) jobs (www.monster.com), Web-based
communication (www.icq.com), and personal services (e.g., Yahoo! Personals,
webpersonals.com).

Consumer-to-Business (C2B): Consumers can band together to form and present themselves as
a buyer group to businesses in a consumer-to-business relationship. These groups may be
economically motivated as with the demand aggregator, Mercata.com, or socially oriented as
with cause-related advocacy at voxcap.com.

About e Marketer
E Marketer is the authority on digital marketing, media and commerce, offering insights essential to navigating
the changing, competitive and complex digital environment. By weighing and analyzing information from
different sources, e Marketer provides businesspeople, marketers and advertisers with the most complete view
of digital marketing available.

Significance of E-Commerce

The electronic market place participants are not limited only to digital product companies’ e.g.
publishing, software and information industries. The digital age and the digital revolution affect
all by virtue of their process innovations:
Web-TV and digital television are going to affect TV news and entertainment programs.
Changes in telecommunication will affect the way the information is received, product
announcements, orders etc. Phones, Fax machines, Copiers, PCs and Printers have become
essential ingredients in doing business, so are E-mail, websites and integrated digital
communication Today’s office business machines are not integrated (e.g. Faxed orders have to be
typed in on computers), the much talked about convergence will drive all these equipment into

11
one digital platform, whether it be a computer connected to the Internet and intranet, a new kind
of device capable of interacting with other devices, because that device will prove to be more
efficient and productive.

12
 CHAPTER-2

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem.It may be understood
as a science of studying how research is done scientifically. In it we study the various steps that are
generally adopted by a researcher in studying his research problem along with the logic behind
them.It is necessary for the researcher to know not only the research methods/techniques but also
the methodology. Researchers not only need to know how to develop certain indices or tests,
how to calculate the mean, the mode, the median or the standard deviation or chi-square, how to
apply particular research techniques, but they also need to know which of these methods or
techniques, are relevant and which are not, and what would they mean and indicate and why.
Researchers also need to understand the assumptions underlying various techniques and they
need to know the criteriaby which they can decide that certain techniques and procedures will be
applicable to certain problems and others will not. All this means that it is necessary for the
researcher to design his methodology for his problem as thesame may differ from problem to
problem. For example, an architect, who designs a building, has to consciously evaluate the basis
of his decisions, i.e. ,he has to evaluate why and on what basis he selects particular size, number
and location of doors, windows and ventilators, uses particular materials and not others and the
like. Similarly, in research the scientist has to expose the research decisions to evaluation before
they are implemented. He has to specify very clearly and precisely what decisions he selects and
why he selects them so that they can be evaluated by others also. The scope of research
methodology is wider than that of research methods. Thus, when one talk of research
methodology he not only talk of the research methods but also consider the logic behind the
methods he use in the context of our research study and explain why he is using a particular
method or technique and why he is not using others so that research results are capable of being
evaluated either by the researcher himself or by others.

RESEARCH PROCESS
Research process consists of series of actions or steps necessary to effectively carry out research
and the desired sequencing of these steps. The research process consists of a number of closely
related activities i.e., steps, However, the following order concerning various steps provides a
useful procedural guideline regarding the research process:
(1) Formulating the research problem;
(2) Extensive literature survey;
(3) Developing the hypothesis;
(4) Preparing the research design;
(5) Determining sample design;
(6) Collecting the data;
(7) Execution of the project;
(8) Analysis of data;
(9) Hypothesis testing;
(10) Generalizations and interpretation, and

13
(11) Preparation of the report or presentation of the results, i.e., formal write up of conclusions
reached.

RESEARCH DESIGN
A research design is the detailed blueprint used to guide a research studytowards its objectives.
It helps to collect, measure and analysis of data.The present study seeks to find out
The people’s opinion towards demonetization. The study also aims at findings out the impact of
demonetization on individual persons and also the impact of demonetization on Indian banks,
Indian economy and other players of the macro economy.

Nature of Research

The study on impact of demonetization is quantitative in nature.It is structured, standardized,

question based interview.

Types of Question

The types of question asked during the study are straight forward and limited probing. Total
number of questions: 11Total number of close ended questions: 11

SOURCES OF DATA:

Primary Source
The Primary source of collecting data for research is: Questionnaire filled bythe citizens of
the Ahmedabad city.

Secondary Source
In this study the secondary data is collected from the following sources.
1. Internet websites
2. Research papers
3. Reports of government agencies
4. Reports of banks
5. News reports

The research study was conducted both Primary as well extensive Desk Research for this report.
Secondary data sources were used to gain a comprehensive and in-depth understanding of the E-
Commerce market in India. Inputs related to the internet users in India, and segment-wise users
of Internet in India etc. have been taken.
Information from various published resources and other research bodies were also used to
perform a data validation check and also to reach at the final numbers. Primary Research was
conducted using in-depth interviews with large and medium-sized B2C and C2C E-Commerce
players. A detailed questionnaire was administered to the players from various verticals of the E-
Commerce Industry.

14
For having the detailed study about this topic, it is necessary to have some of the secondary
information, which is collected from the following:-Books, Websites and Newspapers. So in this
basically secondary data is used in collecting the information.

Primary Data Collection Methods

Research Technique:

In this study the survey method is used as a research technique. This method helps to obtain
right information from respondents.

Contact Method:

In this study, Personal Exit interview is taken as a tool for the contact method.In which the
personal interview is conducted with citizens of the Delhi city.

Sampling Plan:

Sampling is a process of obtaining. The information about the entire population by exam in
part of it .The effectiveness of the research depends onthe sample size selected for the survey
purpose.

Population:

The survey was conducted in Delhi city.

Sampling Unit:

It means who is to be surveyed. Here target population is decided and the respondents are the
citizens of the Delhi city.

Sample size:

For the purpose of proper survey, there is need of perfect research instruments to find out sample
size for more accurate result about the public opinion for e-commerce. The sample size is 50.

Sampling Procedure:

The sampling procedure followed is convenience.

Research Instrument:

In this study the research instrument used is a Questionnaire. It consists of set of question

15
presented to respondents. The questionnaire is structured and has close ended

Type of Study
The research design or type of study specifies the methods and procedures for conducting a
particular study. The type of research design applied here are “Descriptive” and “Desk
Analysis” as the objective is to have knowledge about the ecommerce in global Scenario.
Descriptive study means situation, but not the causal linkages among its different elements.
Descriptive studies (such as a cross-sectional study) help in generating hypothesis on which
further research may be based. Desk analysis is to Gather and analyze information, already
available in print or published on the internet.

16
 Chapter 3

Data Analysis

Usage of E-Commerce in India – a Demand Side perspective

Since the introduction of E-Commerce, there have been debates on future of its prospects in
India. Would it be as successful as it is in US or is it a mirage that attracts many but offers
nothing worthwhile? True enough; the players in the online marketplace are still struggling to
settle with a successful business model. Most of them are settling for Advertising Model, hoping
it would help them breakeven. However, to grow beyond, the majority of the revenue needs to be
generated from customers. Customers on the other hand, have become choice-spoilt. There is no
dearth of offerings for them. They skip from one seller to other in search of best deals in the
standardized products market.
In this section, we would,

• Focus on the usage of E-Commerce in India, and

• Understand the triggers and barriers for the online marketplace

4.2 Usage of E-Commerce

According to the survey conducted among the Industry players, the E-Commerce Industry in
India was worth INR 7080 crores. Is it big enough? How much is it expected to grow?
▪ Indian e-commerce market hosted US$3 billion of transactions in 2011
▪ It is forecast that more than US$20 billion worth of transactions will be carried out online
over next five to seven years in India and 12-15% of the country’s shopping activities
will move online.
▪ A total of 9 million Indian internet users carried out online transactions in 2011. This
number is predicted to reach 38 million by 2015.
▪ India’s B2C market is expected to grow at a CAGR of 34.2% between now and 2015
▪ Online retail sales will reach US$2.4 billion (excluding online travel) in 2012, with the
number of online buyers in the country expanding to 21.5 million
▪ In November 2011, approximately 60% on Indian online users visited retail sites, with
7.6 million and 7.1 million users visiting coupon and consumer electronics sites
respectively

The adoption and usage of E-Commerce in the country is a function of the overall environment
for Internet usage in a country. To correctly understand the likely growth path for E-Commerce
in India it is imperative to understand the internet ecosystem in the country. Some of the key
variables that need to be understood are the proportion of computer literates, internet penetration,
frequency of access to the internet, purpose of internet access etc. A correct mapping of these
17
would help in understanding the overall framework of E-Commerce in the country

1. For how many years you are using e-commerce?

(i) Less than one year

(ii) One year but<five year

(iii) More than five year

(iv) Do not know/ Cannot say

INTERPRETATION

i
ii
iii
iv

18
2. For what purpose do you use e-commerce?

(i) For personal use

(ii) For business use

(iii) For both personal and business use

INTERPRETATION

i
ii
iii

19
3. According to you how is e-commerce helpful to the consumer in the e-business domain?

(i) Broadens consumer choice

(ii) Encourages price transparency

(iii) Fastens business process

(iv) Do not know/ Cannot say

INTERPRETATION

i
ii
iii
iv

20
4. Do you think that the application of e-commerce has increased over the years in India?

(i) Yes

(ii) No

(iii) Do not know/ Can not say

INTERPRETATION

i
ii
iii

21
5. Do you agree that e-commerce as commercial means has its advantages over the

traditional commercial methods?

(i) Agree

(ii) Disagree

INTERPRETATION

i
ii

22
6. Do you thing that the Govt. of India is doing its enough to promote e-commerce in India?

(i) Yes

(ii) No

INTERPRETATION

i
ii

23
7. Which is the most prominent domain in which e-commerce is used in India?

(i). Matrimony

(ii). Real Estate

(iii). Stocks & shares

(iv). Travel and tourism

(v). Banking Others

INTERPRETATION

i
ii
iii
iv
v

24
8. What are the challenges to the implementation of e-commerce in India?

i) Slow penetration of internet

ii) Security concerns

iii) Lack of trust

iv) Consumers’ awareness level is low

v) Other factors

INTERPRETATION

i
ii
iii
iv
v

25
9. What measure would you recommend for promotion of e- commerce in India?

(i). Promotion of internet

(ii). To increase the awareness level of people

(iii). An integrated promotional approach

(iv). Other measures

INTERPRETATION

i
ii
iii
iv

26
10. What according to you is the future of e-commerce in India?

(i). Very good

(ii). Good
(iii). Not so good
(iv). Do not have a future in India

INTERPRETATION

i
ii
iii
iv

27
 Chapter 4

Conclusion

Future Prospects on E-Commerce

The report of the United Nations Conference on Trade and Development (UNCTAD) on E-
commerce and Development makes the point that although world economic growth has slowed,
and in spite of the difficulties in which the information technology and telecommunications
sectors are mired, the rapid growth of internet use and electronic commerce continues. Estimates
show that internet use is increasing by around 30 per cent annually, and although the rate of
growth of transactions through the internet is much slower, e-commerce could represent up to 18
per cent of worldwide business-to-business (B2B) and retail transactions in 2006. Segments such
as B2B have shown rapid growth.
And in certain sectors, such as finance, travel services, software, information and other e-
services, online transactions have been growing at a much faster pace. For instance, in the
developed countries, online banking already represents between 5 and 10 per cent of total retail
banking transactions. Much of the growth has occurred in Asia.
The Report classifies India as a rising star in this regard, pointing out that India’s IT
services exports have almost doubled in two years and now account for more than 16 percent of
total exports and 8 per cent of all foreign exchange earnings. Given the extraordinary growth
rates of e-services exports, the latter figure is expected to reach 30
per cent by 2008. Policy measures to support exporters of e-services should focus on increasing
market access in eservices for exporters from the developing countries, as well as addressing
domestic obstacles related to technology, payments, infrastructure (telecommunications) and
standards
.But the overall message of the Report is a very positive one despite the current
slowdown, the internet and online services are poised to grow, and India will be one of the main
Beneficiaries. The e-commerce is one of the biggest things that has taken the business by a
storm. It is creating an entire new economy, which has a huge potential and is fundamentally
changing the way businesses are done. It has advantages for both buyers as well as sellers and
this win-win situation is at the core of its phenomenal rise. Though there are some weak links,
with improvements in technology, they will be ironed out, making the e-commerce easy,
convenient and secure. The e-commerce is certainly here to stay.

28
 CHAPTER-5

RECOMMENDATIONS

The most important factor that is necessary in growing e-Commerce in India – Trust. If we look
at the Indian context, I feel that there is a general lack of trust between retailers and customers.
Consumers don’t trust the retailers because they feel that they are either being over charged or
that they wouldn’t be able to get appropriate level of customer service once the sale is complete.
Retailers don’t trust the customers because they feel that the customers will take every
opportunity to misuse the return or exchange policies. It is my opinion that this general lack of
trust is the primary barrier that is impeding the growth of eCommerce within India. Here are
some of the practical techniques that online retailers can employ to improve this level of trust
and build an environment where customers feel safe in clicking that “Proceed to Checkout”
button.

1. Customer Reviews
Today’s customers are putting less trust on website marketing messages and becoming more
influenced by recommendations from other people. Customer’s trust for an online retailer will
increase if the retailer offers an ability to let customers share their positive as well as negative
reviews about products or vendors. The key is to not “moderate” the negative reviews because by
allowing customers to post negative reviews, it will actually enhance the credibility of the
retailer as well as other reviews. Obviously, any foul language needs to be moderated but any
genuine issues with the products or vendors must be posted along with the positive reviews.

2. Clear shipping and delivery commitment

At the time of setting up products for sale, clear shipping and handling time must be associated
with the product. This information should be displayed consistently on all product pages so that
customer’s expectations around shipping timeline can be clearly set.

3. Vendor Penalties
In the Indian context, majority of the eCommerce sites work in a “drop-ship” model. This
implies that the online retailer doesn’t physically stock the goods, and instead relies on external
vendors to directly ship the merchandise to customer’s home. In this case, it is extremely critical
to set clear SLA’s on how long will it take the vendors to ship the orders. There should be
financial penalties built into the contracts if the vendors miss the service levels. Also, there
should be penalties if the vendors receive excessive negative reviews from customers.

4. Price Match Guarantee

A Price Match Guarantee (PMG) is a store policy which entitles a customer to a refund of the
difference between the store’s asking price and a competitor’s price. It can not only help build
trust with the customer, it can also help reduce price competition across online retailers. This
may sound counter intuitive but it is one of the most discussed examples in “Game Theory” and
it has actually helped retailers in US to avoid direct price wars. Take for example a firm like
Circuit City that has a price match guarantee, which looks good to a consumer. But that
29
guarantee really allows Circuit City to charge higher prices since competitors will be
discouraged from setting a lower price that Circuit City only will match when it must.

5. Well trained call centre

I recently called Airtel customer service to add Blackberry service to my cell phone. There was
an issue with their automated messaging system that was directing me to a wrong group within
Airtel. After calling 9 times, I gave up because every agent that I spoke to had the same scripted
response that I should call back again and press option 2. The point I am making is that although
it is important to train the call centre agents around specific customer service issues, what is even
more important is that the call centre agents be trained to have good problem solving skills, and
they should be empowered to own the problem resolution from end to end.

6. Fraud Protection
Not only should an online retailer ensure that the appropriate security certificates are setup to
handle checkout related transactions, the sensitive customer and payment information should be
stored in an encrypted format. The messaging on the site should clearly indicate that the
checkout process is completely secure. In addition, there are third party Fraud detection services
available that help flag potentially fraudulent transaction based upon credit card usage velocity
and other parameters. These services would not only help reduce the credit card charge-backs for
the retailers, but will also improve the sense of security and trust with customers.

7. Clear shipping and delivery commitment

At the time of setting up products for sale, clear shipping and handling time must be associated
with the product. This information should be displayed consistently on all product pages so that
customer’s expectations around shipping timeline can be clearly set.

8. Analytics & Personalization

Although personalized product recommendations and content do not directly increase customer’s
trust, they do demonstrate to the customer that the online retailer is making a good effort in
understanding the customer’s individual needs and is acting upon them. This implicitly improves
the comfort level that the retailer is not just looking to sell products but is making an honest
attempt in building relationship with the customer.

9. Operational Reporting & Dashboards

Online retailers must invest in strong operational reports that provide alerts and metrics on orders
that have a risk of missing the service level that was promised to the customers. If you have
recently implemented an eCommerce platform, chances are that at times orders will get” stuck”
in various states. Therefore, it is important to establish thresholds around how long should orders
stay in various states (such as “Processing for Payment”, “Preparing for Shipment” etc.) and then
build automated alerts when orders exceed these thresholds.

30
The Future of E-Commerce

E-Commerce is the future of shopping.

Thus, is would be apt to quote “The future is here. It’s just not widely distributed yet”-William
Gibson The Internet economy will continue to grow robustly; Internet users would buy more
product and buy more frequently online ; both new and established companies will reap profits
online; and…

• Safer Online Payment Systems: As the Internet becomes a safer place to transact, the amount
spent by the Internet Users online is bound to increase. Those apprehensive of divulging their
credit card and bank details would be active online shoppers. The Internet users are expected to
buy high-end products like automobile, property, home durables online.

• Customization of content and offerings: As the internet users mature, the demand for
customization will increase. The content would adopt the regional flavors. More niches will be
formed, seeking for offerings made for them and content that meets their requirements.

• More number of shoppers from Non-Metros: Currently, following the spread of users
coming from Metros and Non-Metros.

By the end of year 2007-08, the contribution from the Non-Metros is expected to increase. This
change would be bought by higher penetration of Internet in the small towns and limited reach of
physical distribution channels of the established sellers to these towns. These factors coupled
with higher disposable income would compel the Internet users in these towns to buy online.

• Expanding User Base: Going at the current rate of growth in the Internet users transacting
online, the user base for E-Commerce is expected to rise expand exponentially. A large portion
of the Internet population is under the age of 35 years and is increasingly moving northwards as
far as the purchasing power is concerned. The uncanny nature of this segment” to use now and
pay later” is going to play an important part in the future growth of Way of doing things will
gain precedence.

• M Commerce: Currently E-Commerce is synonymous with PC and browser-based interaction.

However, in the near future GPRS-enabled mobile phones will rule the online transactions.
Today, online downloads to mobile phones is limited to low value services like music
downloads, picture message downloads and ring tone downloads. However, as the mobile users
get more familiar with buying online, the purchase of high-involvement products is expected to
rise. Certain verticals like Banking and Finance, Travel, Entertainment, and Retail are likely to
drive the growth of m-Commerce in the country. In the recent past, E-Commerce and it variants
like the m-Commerce have yearned for the position of being the most important drivers of the
Internet. They are continuously evolving and upgrading to make a consumer’s e-Spending
experience hassle free and memorable. However, to attain that position, it needs to awaken its
inner beauty – simplicity and security of transaction.

E-commerce Solutions India

With the growth of e-commerce over the past few years, the number of e-business solution

31
providers in the industry has also grown drastically, especially in India. E-commerce can be
compared to a 24/7 open shop or a showroom catering to its clients and buyers. Therefore, a lot
of maintenance has to go into it. This is where the e-commerce solution providers step in, take
things in their hands, spend time and further enhance your business. Conducting business online
may sound very easy as you avoid a lot of unwanted hassles but a lot of skills and innovation is
required to keep it going. E-commerce involves doing market research, getting qualified traffic,
converting hits to business advantages and using information to generate new e-commerce from
existing clients. E-commerce solution providers in India with their in-depth research and skills
will provide you with tactics and strategies to make your business profitable. The first step for
them would ideally be to understand your business and requirements. A research will follow to
find out the predicted market potential, the best keywords and phrases, competition for
keywords, search engine relevancy etc.
The next step for an e-business service provider would be to find a way to get the visitor on your
website to take steps to benefit your business. This is done by understanding the psyche of the
visitor and creating an automated website, attractive and user-friendly for the visitor. Efficient e-
commerce solution providers will definitely opt for internet marketing to get more visitors to
visit your website. Launching a monthly newsletter for your customers is also a good idea. You
can send them updates about the new and the latest that has been added to the portfolio of
products on your website. The launch of your website if required is also taken care of by the e-
commerce service providers. Site-management and promotion is also very important. The
content, images and the layout of a website has to be continuously improved and worked upon
keeping up to date with the market. Overall, your website should be designed to attract the first
time visitors.
The usability and utility factor should also be kept in mind. This will bring them back to your
website whenever they plan to buy anything.
The web of e-commerce solution providers in India is vast. They offer a host of e-commerce
solution and consulting services to support guide and help you at each step. Outsourcing e-
commerce solutions will help you save time and resources while you can focus on other
important business objectives. Some e-commerce solution providers also offer BPO services
which can be used for telemarketing and cross-selling to maximize profits. E-commerce
solutions are a big support for businesses today. The demands and the expectations of the end-
users are high and so is the level of competition in the industry. E-commerce solution providers
help you streamline your process and cover all the gaps that might have gone unseen.

32
 CHAPTER-6

LIMITATIONS
1. Accessibility to the Internet is still expensive and/or inconvenient for many potential
customers. (With Web TV, cell telephone access, kiosks, and constant media attention,
the critical mass will eventually develop.)
2. Customers do not trust an unknown faceless seller (sometimes they do not trust even
known ones), paperless transactions, and electronic money. So switching from physical to
virtual stores may be difficult.

3. There is a lack of system security, reliability, standards, and some communication

protocols.
4. The delivery of the products takes time. In traditional business, you get the product as
soon as you buy it. But that doesn’t happen in online business. This lag time often
discourages customers.
5. There are a lot of people who scam through online business. Also, it is easier for hackers
to get your financial details. It has a few security and integrity issues. This also causes
distrust among potential customers.

33
 BIBLIOGRAPHY

❖ E- Commerce, C.S.V. Murthy- Himalaya Publishing House, New Delhi 2002.

❖ Electronic Commerce from Wikipedia- the free encyclopedia
❖ http://en.wikipedia.org/wiki/Electronic_commerce
❖ E-Commerce- The Cutting Edge of Business, Bajaj & Nag- New Delhi 2000
❖ E-Commerce-induced Change in Logistics and Transport Systems, George Erber,
PeterKlaus und Ulrich Voigt in: Economic Bulletin 10, Vol. 38, 2001, p. 313-320.
❖ Department of Electronics 1999, Information Technology Bill along with Cyber Laws,
Government of India, Published in Electronic Information & Planning, New Delhi.
❖ Digital Economy 1999, U.S. Department of Commerce, Reports prepared by the
Washington, D.C.
❖ GICC Report on Internet and E-commerce 2000, Government of India, New Delhi.
❖ IEEE 1999, 'E-commerce Perspective from Different Parts of the World', published in
❖ Information Technology, Special Issue, November, New Delhi.

34
 ANNEXURE

1. For how many years you are using e-commerce?

i) Less than one year

ii) One year but<five year

iii) More than five year

iv) Do not know/ Cannot say

2. For what purpose do you use e-commerce?

(i) For personal use

ii) For business use

iii)For both personal and business use

3. According to you how is e-commerce helpful to the consumer in the e-business domain?

i) Broadens consumer choice

ii)Encourages price transparency

iii) Fastens business process

iv) Do not know/ Cannot say

4. Do you think that the application of e-commerce has increased over the years in India?

i) Yes

ii) No

iii) Do not know/ Cannot say

5. Do you agree that e-commerce as commercial means has its advantages over the

traditional commercial methods?

i) Agree

ii) Disagree

35
 6. Do you thing that the Govt. of India is doing its enough to promote e-commerce in

India?

i)Yes

ii)No

7. Which is the most prominent domain in which e-commerce is used in India?

i) Matrimony

ii) Real Estate

iii) Stocks & shares

iv) Travel and tourism

v) Banking Others

8. What are the challenges to the implementation of e-commerce in India?

i) Slow penetration of internet

ii) Security concerns

iii) Lack of trust

iv) Consumers’ awareness level is low

v) Other factors

9. What measure would you recommend for promotion of e- commerce in India?

i) Promotion of internet

ii) To increase the awareness level of people

iii) An integrated promotional approach

iv) Other measures

36
10. What according to you is the future of e-commerce in India?

i) Very good

ii) Good

iii) Not so good

iv) Do not have a future in India

37