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Ranking E - Commerce Websites Using Feature Array

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 Proceeding in International Conference Governance in E – Commerce: Contemporary Issues & Challenges at
nd rd
Gujarat Technological University, Ahmedabad,Gujarat, India, 2 – 3 September, 2016, ISBN 978-93-5258-
984-5, Page No: 211-225

PAPER ID: PT4138

RANKING E-COMMERCE WEBSITES USING FEATURE ARRAY
Vikas S. Chomal Dr. Jatinderkumar R. Saini
1 1
Assistant Professor Professor & I/C Director
1 1
The Mandvi Education Society Institute of Narmada College of Computer Application,
Computer Studies, Mandvi, Gujarat, India Bharuch, Gujarat, India
Email: vikschomal80@gmail.com Email: saini_expert@yahoo.com

Abstract
E-commerce is a modern business methodology which uses internet and other information technologies to support
commerce and improve business operations. This paper highlights the results of analysis of 16 e-commerce websites. We
prepared a list of 38 features which were used to assign score to these websites. The main objective behind scoring these
websites was to find out which website has maximum potential features to attract customers and users for e-commerce
transactions. The result shows that Amazon is the website which gained maximum score. We also presented a
comparative scenario between Indian and Non – Indian websites, where we found that percentage score of Non – Indian
websites was on higher side. Further, in our study we analyzed that Flipkart and Snapdeal are top two Indian websites
whereas Amazon and Ebay are top 2 Non – Indian websites, based on the array of 38 features which are contemplated by
us.
Keywords: Commerce, E – Commerce, E – Commerce Websites, Evaluation, Features

1. INTRODUCTION
The oldest meaning of commerce means exchange of goods and services. If we add only one technical term i.e.
“online” in this definition a new paradigm of commerce is with us, termed as e – commerce. In its simplest form
exchange of goods and services over internet is e – commerce. Today, E-Commerce is not restricted just to
buying and selling of goods and services, but also servicing customers, collaborating with business partners,
conducting electronic transactions within an organization and so on. E-Commerce refers to the exchange of goods
and services over the Internet. Also, e- commerce is considered as one of the most considerable as well as
necessary component of business strategies for every organization in today’s global economy. The integration of
ICT along with business operations has reformed transactions within organizations as well as among
organizations and individuals. Specifically, due to the use of ICT in business operation has improved
productivity, encouraged greater customer participation, and enabled mass customization, besides reducing costs.
Further, e-commerce provides multiple benefits to the consumers in form of availability of goods at lower cost,
wider choice and saves time. E – Commerce website plays an important role in e-commerce. An e-commerce
website is a content managed application through which e-commerce functionality can be utilized. With the use
of these websites e-commerce has reached to the doorstep of a common individual. Large number of e-commerce
websites are globally available each having distinct features and functionality.

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Proceeding in International Conference Governance in E – Commerce: Contemporary Issues & Challenges at Gujarat Technological
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University, Ahmedabad,Gujarat, India, 2 – 3 September, 2016, ISBN 978-93-5258-984-5, Page No: 211-225

In this paper we assessed the effectiveness of 16 e-commerce websites. The paper is organized into five sections.
Section one is the introduction. Section two represents a detail literature review carried out. Methodology is
highlighted in section three followed by finding and analysis, while conclusion is presented in section five.

2. LITERATURE REVIEW
Literature review section is dividend in to five subsections and in each subsection related term is explained. The
subsections are: 2.1 E-Commerce – Meaning, History & Types 2.2 E-Commerce websites, 2.3 Global trend of E
– Commerce, 2.4 E – Commerce in India and 2.5 Related Work

2.1 E-Commerce – Meaning, History & Types

2.1.1 Meaning
Singh [7] defines E – Commerce by stating that, E-Commerce refers to the exchange of goods and services
over the Internet. Also he puts that, shopping through ecommerce has penetrated all segments of goods
ranging from groceries to electronic goods and even vehicles. Rapid growth in mobile computing and
communication technologies has facilitated popularity of e-commerce. Raghunath and Panga [2] articulate
that, e-commerce as anything that involves an online transaction. This can range from ordering online,
through online delivery of paid content, to financial transactions such as movement of money between bank
accounts. Andam [27] precisely define e – ecommerce as, e-commerce is the use of electronic
communications and digital information processing technology in business transactions to create, transform,
and redefine relationships for value creation between or among organizations, and between organizations and
individuals.

Nanehkaran [25] defines e – commerce by stating that, it is a powerful concept and process that has
fundamentally changed the current of human life. Electronic commerce is one of the main criteria of
revolution of Information Technology and communication in the field of economy. Goldsmith et al [5]
reported that the general category of e-commerce can be broken down into two parts: 1. E-merchandise:
selling goods and services electronically and moving items through distribution channels, for example
through Internet shopping for groceries, tickets, music, clothes, hardware, travel, books, flowers or gifts. 2. E-
finance: banking, debit cards, smart cards, banking machines, telephone and Internet banking, insurance,
financial services and mortgages on-line. Ahmed [6] reported that the enormous flexibility of the internet has
made possible what is popularly called e-commerce which has made inroads in the traditional methods of
business management.
2.1.2 History
The history of e – commerce is precisely explained by Mohiuddin [11]. The author states that in 1950s
company began to use computers to store and process internal transaction records and in 1960s businesses
that engaged large volume of transaction had begun exchanging transaction information on punched card.

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Transportation Data Coordination Committee (TDCC) was formed by some companies in 1968. Online
shopping was invented in the UK by Michael Aldrich in 1979. Minitel was introduced nationwide in France
by France Telecom and used for online ordering in 1982. World’s first recorded B2C online home shopper
was established where Mrs. Jane Snowball used the Gates head Tesco system to buy groceries in 1984. Jeff
Bezos launches Amazon.com and the first commercial-free 24 hours, Internet-only radio stations, Radio HK
and Net Radio start broadcasting, Dell and Cisco begin to aggressively use Internet for commercial
transactions, eBay is founded by computer programmer Pierre Omidyar as Auction Web in 1995.
2.1.3 Types
The major different types of e-commerce are: business-to-business (B2B); business - to-consumer (B2C);
business-to-government (B2G); consumer-to-consumer (C2C); and mobile commerce (m-commerce).

2.2 E – Commerce Website

Kannan and Govindan [18] describe e – commerce websites, as info mediatory between the enterprise and its
customers. Also they state that, online customers do conduct their transactions through the website only and its
quality, user-friendliness and navigability play vital role in customer satisfaction, which leads to customer loyalty.
Ahmed et al [12] delineate E-commerce site is as any web site offering pre-sale support, products for sale or after
sales service and backup.
2.3 Global Trend of E – Commerce
The biggest e-commerce markets are U.S.A. followed by U.K. and Japan. In Asia, China, India and Indonesia are
the fastest growing e-commerce markets. Major global e-Commerce companies are Alibaba.com, Amazon.com,
Walmart, Apple, Dell, e-bay, Mercadolibre Inc., Rakuten Inc., Crate & Barrel, Symantec, Autozone, Microsoft,
Gap, Nike, Disney stores, HP, ASOS PLC, Blue Nile Inc. etc. According to a report by the Interactive Media in
Retail Group (IMRG), a U.K. online retail trade organization, Global business-to-consumer e-commerce sales will
pass the US$ 1,250 billion mark by 2013, and the total number of Internet users will increase to approximately 3.5
billion. [3]. According to Ecommerce Europe, country-wise, the US, UK and China together account for 57% of the
world’s total B2C eCommerce sales in 2013, with China having total sales of 328.4 billion USD. As against this,
India had sales of only 10.7 billion USD, 3.3% of that of China in 2013 with fifth position in Asia- Pacific [28].

Ohidujjaman et al [15] and Mohhiuddin [11] in their study de-scribe the present challenges of E-commerce and its
solution in Bangladesh. They also discussed the effectiveness of E-commerce in financial sector of Bangladesh.
Maaruf and Abdulkadir [10] studied and presented information about application of e-commerce in Nigeria. They
proposed that, internet usage in Nigeria is still relatively low compared to developed countries and ecommerce is
still in an elementary stage, notwithstanding there is growing awareness in of the benefits and opportunities offered
by ecommerce amongst Nigerians. Ecommerce activity in Nigeria is steadily growing as a result of vast
improvements in telecommunication services.

2.4 E – Commerce in India

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Desai [14] A report by the Internet and Mobile Association of India has revealed that India’s e-commerce market
expected to grow by 37% to reach USD 20 Billion by 2015. According to a report provided by Forrester11
Research, e-commerce revenues in India will increase by more than five times by 2016, jumping from USD 1.6
billion in 2012 to USD 8.8 billion in 2016. Debbarma and Nandi [22] in their work mentioned that, India is
gradually becoming the country with highest number of internet literate population in the world and the internet
penetration is largely driven by mobile phones, with some of the cheapest and most basic hand-sets currently
offering access to the internet. They also presented the data yielded by industry body Assocham (The Associated
Chambers of Commerce and Industry of India), India's e-commerce market, which stood at $2.5 billion in 2009,
reached $8.5 billion in 2012 and rose 88% to touch $16 billion in 2013. The survey also estimated that the country's
e-commerce market will soon reach $56 billion by 2023 with the rise of online retail.

2.5 Related Work

Azad et al [1] investigated consumer to consumer E-commerce business model. The main purpose of their study
was to find out popularity and strength of the websites, and customers satisfaction of overall buying and selling
using the C2C websites. Rababah and Masoud [16] clarify that regarding the quality of e – commerce websites.
They enlighten that, the quality of a website is a property difficult to define and capture in an operational way, yet
everybody feels it when it is missing. The primary goal of their research was to identify, qualify, categorize and
rank these qualitative factors. Krishnamurthy [20] in his work analysed and presented in-depth comparative
analysis between eBay and Amazon. Bruijn et al [17] in their paper presented a report on a study in which they
explored the relationships between content, presentation and usability of websites and how these relate to the
overall satisfaction of the user and their willingness to purchase goods and services. Nigam et al [4] made an
attempted to critically examine various corporate and business level strategies of two big e-tailers that is Flipkart
and Amazon considering their e-commerce challenges.

Hahn and Kauffman [9] made use of the theoretical perspective of production economics to measure the
performance of Internet-based selling websites. Ahmed et al [12] in their study, proposed a novel design
approaches which will ameliorate the interaction styles and will help the users to access information and do
shopping efficiently. Praveen et al [21] through their research signify information about an overall analysis of
leading ecommerce portals such as Flipkart, Snapdeal and eBay in India and thereby examine their strategies with
respect to E-business and marketing. Purwati [26] performed content analysis toward 120 companies’ furniture
web sites in U.S, China, German, and Indonesia, aiming to identify the most common features used on e-
commerce websites. In this experiment the results showed that none of design practices among those examined in
this study met Nielsen’s criteria for de-facto standard. Nah and Davis [13] through their research outline a number
of important research issues in human-computer interaction in the e-commerce environment. In their research,
they broadly characterized the issues under three broad categories of human-computer interaction – Web
usability, interface design, and trust – and are intended to highlight what we believe are worthwhile areas for
future research in e-commerce.

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Kohavi and Parekh [19] presented ten supplementary analyses that e-commerce web sites should review after
running the common reports provided by most web analytics tools. These recommended analyses are based on
their experience mining data from multiple retail e-commerce sites over the last three years. The scope of research
study of Mishra and Kothar [24] was to analyze the current status of e – commerce company Flipkart in India.
For this, they collected secondary data from various sources like websites, online journals, books and newspaper
publications. Also they highlighted a comparative study of Flipkart with one of the close competitor Amazon in
Indian market scenario. Terry and Standing [8] proposed a model that examines the role of key users and
stakeholders in e-commerce applications development.

3. METHODOLOGY
For simplicity and better exhaustive evaluation of websites, the phased process was followed. These phases are
presented below:
1. Identifying and listing of features, which are presented in Table - 1
2. Identification and listing of websites, presented in Table - 2
3. Evaluation of websites by assigning scores to individual features
Table: 1 Features & Description
Sr.
No. Features Descriptions
Number and type of advertisements displayed on
1 Advertisement webpage
2 Aesthetic Attributes Elegance, look and feel of website
Efficiency of website to attract customer or users to
3 Attractiveness access it regularly
The extent of website accessibility to users through
4 Availability different browsers in differing times
Users have the same visual experience irrespective of the
5 Browser version compatibility browsers through which they view the web application
The appropriate application of the written language
6 Clarity within the website
7 Content Necessary textual content
The extent to which the information presented is
contextually applicable to the user and sufficient for the
8 Content Adequency user’s needs
Cross-browser refers to the ability of a website to
function in environments that provide its required features
and to bow out or degrade gracefully when features are
9 Cross Browser Support absent or lacking
How website handles their existing and potential
customers. The mechanisms as well as type of customer
service support provided such as ask for feedback, offer
10 Customer Support options, follow up, offer free shipping and other services
11 Design Overall design of the website
The user interface capabilities to which the website
12 Ease of Use provides a supportive experience to the user
13 Efficiency The timeliness of which the website responds to the user
14 Messages Normal as well as Error messages displayed to the
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customer after successful or unsuccessful completion of

transactions
Time required to accomplish a particular task or
15 Execution of Transaction transaction
16 Form Design Design of various input, output forms
various ways of making payments through electronic
17 Forms Of Payment Availability modes
The extent of the operational aspects of the website
18 Functionality software and its fitness of use
19 Help Availability Guidance facility provided to customer
20 Integrity The reliability, consistency and correctness of stored data.
21 Mobile Devices Accessibility Look and feel of website on mobile
The browsing extensibility which the website’s software
22 Navigation allows
Overall organization of website i.e. arrangement of
23 Organization / Presentation textual content, images, videos and so on
24 Payment Systems Security How secure the payment modes are?
25 Printing Facilities Printing facilities provided by website
26 Privacy Intend and how website process personal information
The formal, technical specifications that define and
describe aspects of the World Wide Web. A set of
standardized best practices for building web sites, and a
philosophy of web design and development that includes
27 Programming Standards those methods
The extent of which the website remains available and
28 Reliability working
The website readiness to meet rising demands in users
29 Scalability and usage
Interaction between customer and website during
30 Service Interaction execution of service or transaction
31 Site Authentication Whether site performs authentication of customer or not.
Uniformity of design, presentation, notations, colour and
32 Style Uniformity so on
33 Text and Paragraph Formatting Formatting of text and paragraph
34 Up-To-Date Whether the website is updated or not?
35 Usability/Usefulness Degree of usefulness to customer
Use of Non Textual Elements The extent and way images, videos are used
36 (Images, Videos)
37 User Interface The way user can interact with website
38 Others Other features provided by website

We analyzed and reviewed 16 e – commerce websites that provides facilities like online shopping, business to
business, business to consumer, consumer to consumer buying and selling, online sales services, online auction
and so on. Also, a good blend of different types of e – commerce websites is presented by us. Details of these
websites are listed in Table – 2 which includes website name, name of the country that hosted the particular
website, website URL, Type of website.
Table: 2 Detail of Websites
Sr. No. Name Country URL Type
1 Alibaba China www.alibaba.com B2B
2 Amazon America www.amazon.com B2C,C2C
3 BestBuy America www.bestbuy.com B2B,B2C

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4 eBay America www.ebay.in B2B,B2C

5 Etsy America www.etsy.com C2C
6 Flipkart India www.flipkart.com B2B,B2C
7 HomeShop18 India www.homeshop18.com B2B,B2C
8 Jabong India www.jabong.com B2B,B2C
9 MakemyTrip India www.makemytrip.com B2B,B2C
10 Myntra India www.myntra.com B2B,B2C
11 Shimply India www.shimply.com B2B,B2C
12 Snapdeal India www.snapdeal.com B2B,B2C
13 Taobao China www.taobao.com C2C
14 Walmart America www.walmart.com B2C
15 Yebhi India www.yebhi.com B2B,B2C
16 YepmeShopping India www.yepme.com B2B,B2C
During our exploration and evaluation of these websites we considered all of the described features for each
individual website. As each website is uniquely different from other website, it is noteworthy here that score to
each thirty eight individual feature was repeated for each website. These features were sourced from multiple
authors as well as our own also. We collectively identified 23 features from the work done by the authors
Rababah and Masoud [16] as well as 3 from Barnes and Vidgen [23] and 12 features were added by us. Also, we
modified some features to represent more generically. A matrix was created of 38 rows and 16 columns and each
cell of matrix was populated by us. Further, we score each features of these websites on scale of 0 to 10, where 0
indicates absence of feature and 10 indicates excellence presence of feature in a particular website. Assignment of
score was purely done considering technical features irrespective of website types. The score assigned is
presented in Table: 3(a) and 3(b).
Table: 3(a) Assigned Scored
Sr
Features Alibaba Amazon BestBuy eBay Etsy Flipkart HomeShop18 Jabong
No.

1 Advertisement 6 8 7 7 5 8 8 7
2 Aesthetic Attributes 7 9 6 6 5 8 7 7
3 Attractiveness 7 8 7 8 6 9 8 7
4 Availability 8 8 8 8 7 8 8 8
Browser version
5 compatibility 8 8 8 8 7 8 8 8
6 Clarity 7 9 8 8 7 8 7 7
7 Content 7 8 8 8 7 8 7 6
8 Content Adequency 7 8 8 8 7 8 7 6
9 Cross Browser Support 8 8 8 8 8 8 8 8
10 Customer Support 7 8 8 8 8 8 8 8
11 Design 7 9 7 8 6 9 7 6
12 Ease of Use 7 8 7 8 7 8 8 7
13 Efficiency 7 8 7 8 7 8 8 8
14 Error Messages 6 8 7 7 7 8 7 7
Execution of
15 Transaction 7 8 8 8 7 8 8 8
16 Form Design 7 8 7 8 6 8 7 6
Forms Of Payment
17 Availability 6 7 7 7 7 7 7 7
18 Functionality 7 8 8 8 8 8 8 8
19 Help Availability 5 7 7 7 6 7 7 6
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20 Integrity 7 7 7 7 7 7 7 7
Mobile Devices
21 Accessibility 6 7 7 7 7 7 7 7
22 Navigation 7 8 7 7 6 8 7 7
Organization /
23 Presentation 7 8 7 8 6 8 7 6
Payment Systems
24 Security 7 8 7 7 7 8 7 7
25 Printing Facilities 5 7 6 6 6 7 6 6
26 Privacy 6 7 7 7 7 7 7 7
27 Programming Standards 7 8 7 7 6 8 7 6
28 Reliability 7 7 7 7 7 7 7 7
29 Scability 7 7 7 7 7 7 7 7
30 Service Interaction 7 8 8 8 7 8 8 7
31 Site Authentication 6 8 7 7 7 8 7 7
32 Style Uniformity 7 8 7 7 7 8 7 7
Text and Paragraph
33 Formatting 7 8 8 7 6 8 7 6
34 Up-To-Date 7 8 7 7 7 8 7 7
35 Usability/Usefulness 7 8 8 8 7 8 8 7
Use of Non Textual
Elements (Images,
36 Videos) 6 8 7 8 6 7 8 6
37 User Interface 7 8 7 8 7 8 7 7
38 Others 6 7 7 7 6 7 6 6

Table: 3(b) Assigned Scored

Sr MakeMyTrip Yepme
Features Myntra Shimply Snapdeal Taobao Walmart Yebhi
No. .com Shop

1 Advertisement 8 7 5 8 7 7 6 7
2 Aesthetic Attributes 8 7 4 8 6 8 7 7
3 Attractiveness 8 7 4 8 6 7 7 7
4 Availability 8 8 6 8 8 8 8 8
Browser version
5 compatibility 8 8 6 8 8 8 8 8
6 Clarity 8 7 5 8 7 7 7 7
7 Content 7 7 5 8 7 6 7 6
8 Content Adequacy 7 7 5 8 7 6 7 7
Cross Browser
9 Support 8 8 6 8 8 8 8 8
10 Customer Support 8 8 6 8 8 8 7 8
11 Design 7 7 5 7 6 6 7 7
12 Ease of Use 8 7 5 8 7 7 7 7
13 Efficiency 7 7 5 8 7 7 7 7
14 Error Messages 7 7 5 8 7 7 7 7
Execution of
15 Transaction 8 8 5 8 7 7 7 7
16 Form Design 7 7 4 8 7 7 7 7
Forms Of Payment
17 Availability 7 7 5 7 7 7 9 7
18 Functionality 8 8 6 8 8 8 7 8
19 Help Availability 7 7 5 7 7 6 6 8
20 Integrity 7 7 5 7 7 7 7 7
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Mobile Devices
21 Accessibility 7 7 5 7 7 7 7 7
22 Navigation 8 7 5 8 7 7 6 7
Organization /
23 Presentation 8 7 4 7 6 6 7 6
Payment Systems
24 Security 7 7 5 7 7 7 7 7
25 Printing Facilities 8 7 4 7 7 6 6 6
26 Privacy 7 7 5 7 7 7 7 7
Programming
27 Standards 7 7 4 8 6 6 6 6
28 Reliability 7 7 5 7 7 7 7 7
29 Scability 7 7 5 7 7 7 7 7
30 Service Interaction 8 7 5 8 7 7 6 7
31 Site Authentication 7 7 5 7 7 7 7 7
32 Style Uniformity 7 7 5 8 7 7 6 7
Text and Paragraph
33 Formatting 6 6 4 8 6 6 7 6
34 Up-To-Date 8 7 5 8 7 7 7 7
35 Usability/Usefulness 8 7 5 8 7 7 7 7
Use of Non Textual
Elements (Images,
36 Videos) 7 6 4 8 6 6 7 7
37 User Interface 8 7 5 8 7 7 6 7
38 Others 7 6 4 7 6 6 7 6

The next section presents the findings obtained through evaluation and scoring of websites.

4. FINDING & ANALYSIS

The summation after assignment of score is highlighted in Table – 4 as well as graphical representation is
represented in Figure – 1.
Table: 4 Summation of Score
Sr. Total Total
Website Sr. No. Website
No. (out of 380) (out of 380)
1 Alibaba 257 9 MakeMyTrip.com 283
2 Amazon 298 10 Myntra 269
3 BestBuy 276 11 Shimply 186
4 Ebay 283 12 Snapdeal 291
5 Etsy 254 13 Taobao 263
6 Flipkart 296 14 Walmart 262
7 HomeShop18 277 15 Yebhi 263
8 Jabong 262 16 YepmeShopping.com 266

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Figure: 1 Summation of Score Assigned

Based on the summation presented in Table - 4 as well as from Figure - 1, it has been found that website Amazon
was having the maximum score (298), while Flipkart was found to have achieved the second highest score (296),
whereas Snapdeal achieved third highest score (291). Similarly, the minimum score was found to be assigned to
Shimply (186) while the second lowest score was found to be achieved by Etsy (254), where as the third lowest
score was achieved by Alibaba (257). In Table – 5 as well in Figure - 2, percentage score gained by website is
presented.
Table: 5 Percentage Score
Percentage Percentage
Sr. Total Sr. Total
Website Gained Website Gained
No. (out of 380) No. (out of 380)
(%) (%)
1 Alibaba 257 67.63 9 MakeMyTrip.com 283 74.47
2 Amazon 298 78.42 10 Myntra 269 70.78
3 BestBuy 276 72.63 11 Shimply 186 48.94
4 Ebay 283 74.47 12 Snapdeal 291 76.57
5 Etsy 254 66.84 13 Taobao 263 69.21
6 Flipkart 296 77.89 14 Walmart 262 68.94
7 HomeShop18 277 72.89 15 Yebhi 263 69.21
8 Jabong 262 68.94 16 YepmeShopping.com 266 70

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Figure: 2 Percentage Score

Further, in Table – 6 (a) and (b) collective total and percentage score of websites that are hosted by India as well
as other countries are presented. As well as its graphical presentation is depicted in Figure – 3 (a) and (b).
Table: 6 (a) Total & Percentage Score of India Websites
Total
Sr. No. Website
(out of 380)
1 Flipkart 296
2 HomeShop18 277
3 Jabong 262
4 MakeMyTrip.com 283
5 Myntra 269
6 Shimply 186
7 Snapdeal 291
8 Yebhi 263
9 YepmeShopping.com 266
Total Score 2393
Percentage Score 69.97%
Table: 6 (b) Total & Percentage Score of Non – Indian Websites
Total
Sr. No. Website
(out of 380)
1 Alibaba 257
2 Amazon 298
3 BestBuy 276
4 Ebay 283
5 Etsy 254
6 Taobao 263
7 Walmart 262
Total Score 1893
Percentage Score 71.16%

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Figure: 3(a) Total Score of India and Non – Indian Websites

Figure: 3(b) Percentage Score of India and Non – Indian Websites

From Table – 6 (a) and (b) as well as Figure – 3 (a) and (b), we examined that although total score of Indian
website was on higher side than Non – Indian websites then also percentage score of Non – Indian websites was
larger since many of the features such as Advertisement, Aesthetic attributes, Organization/Presentation, Overall
design, Usability are excellently presented in compare to Indian Websites. Proceeding more, in Table – 7 (a) and
(b) along with Figure – 4 (a) and (b), we present top two Indian websites as well as top two Non – Indian website
that exceptionally present these 36 features.
Table: 7 (a) Top 2 Indian Websites

Sr. No. Website Total (out of 380)

1 Flipkart 296
2 Snapdeal 291

Table: 7 (b) Top 2 Non - Indian Websites

Sr. No. Website Total (out of 380)

1 Amazon 298
2 Ebay 283

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Figure: 4 (a) Top 2 Indian Websites

Figure: 4 (b) Top 2 Non - Indian Websites

From Table – 7 (a) and (b) as well as Figure – 4 (a) and (b) is it clear that, if we considered Indian websites than
Flipkart is having maximum score (296) where as Snapdeal found to achieved second highest score (291).
Whereas comparing Non – Indian websites, we found that Amazon achieved highest score (298) followed by
Ebay, which scored second highest score (283).
5. CONCLUSION
In the present work, we identified 38 features which were considered as a metric for evaluation of 16 e –
commerce websites. The list of 38 features is identified and listed based on our evaluation of the feature’s
appropriateness. Further we do not claim that list of these 38 features is exhaustive listing. Also we would like to
declare that evaluation of websites was solely based on our opinion. The fundamental purpose of assigning score
to websites was to present a subjective assessment of e – commerce websites which may differ from person to
person.

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