Review of Literature:

E-commerce involves the process of buying, or selling the things via an electronic medium i.e
internet. In this paper, we will analyze all the different types of e-commerce business models
such as B2B, B2C, B2G AND C2C models. B stands for Business, C stands for Customer and G
stands for Government. Our paper further identifies the impact of how the internet applications
like email and some other electronic data is exchanged in the field of selling, buying or
distributing the products via an online platform.
In one of the research papers by Gupta on “E-commerce growth and its role in modern world”
stated that internet technology have developed the customer relations by increasing the quality of
communication with customers. It further tells us that impact of such internet technology on the
e-commerce business.
Deshmukh and Thampi 2013 also recognize another important field M-commerce wrote research
paper on “Transformation from e-commerce to m-commerce” which states that smart phone
penetration and rise in Internet use by youth of India shall boost the growth of e-commerce. With
this all new mobile penetration technique it boosts more and more downloads digitally there by
increases monetary transfers at very low cost which in turn enhances customer relationship by
giving them surety for their privacy and also safety which turns India into cashless economy.
Internet has took over this e-commerce business to very high level due to the rapid technological
advancements in the past few years in India. In the recent years, we can observe all the payments
have been made through UPI (Unified payments interface) where all the payments and
transactions are made online via internet in India.
India is still a developing country. There has been a tremendous rise in usage of internet since the
past few years. This is also one of the reasons which created a huge impact in the growth of e
commerce in India. India has a diversified economy. It has different socio-cultures and customs,
many geographical and transportation types which helps in transport of e-commerce products to
customer very easily.
Even though there is lot of Industrialization in India, still e-commerce is not fully potential due
to certain challenges like lack of infrastructure, failure of logistics, lack of uniformity in tax and
also there is declining margins. There are lot of competitors in the growing field of e-commerce.
Every time the e-commerce or the e-marketplaces have to pay up the websites to sell their
products on their website. Apart from this customer also have to be provided with some
discounts on the products they sell keeping aside the fact that the e-commerce sector is already
facing huge losses. Sellers are also needed to be provided with incentives.
Along with these there are other factors like the rise in fulfillment costs which is the cost from
the point at which the order is placed to the point until the order is delivered, and also all the
places in India doesn’t have a connectivity to deliver their products. Some of the sub-urban and
also rural areas are hard to be reached for product delivery in India. Apart from all these factors
we can also see the rise in reverse logistics which is also one of the prime factors for not
allowing the growth in the field of e-commerce which in turn results in huge losses to the
Industry and the firm. Above mentioned information is gathered from the research paper of Rina
2016 from her article on “The rising problems of e-commerce”.