Opportunities and Obstacles of Consolidation of E-Commerce: An Analytical Study of Some Major Brand

Abstract

Clearly India is moving towards consolidation as the mergers and acquisitions have grown by 187% in 2014 as
compared to the previous year. Also, 2014 witnessed merger and acquisition deals worth $310 million
compared to $108 million in 2013.Consolidation will play a major role in reaching the $100 billion revenue
target of the Indian E-Commerce industry. This paper aims at provide an insight into the impact of
consolidation of the B2C E-Commerce industry from a customer/consumer perspective. The different factors
that led to the consolidation of E-Commerce in India will be evaluated initially. Further, various case studies
will be considered and their success and failure reasons will be analysed. Based on the secondary data an
attempt will be made to bring out an insight into the future trends in the industry due its consolidation. The
entire paper is customer centric and evaluates the advantages and disadvantages to the customer due to these
changing trends in the industry.

Keywords: Consolidation of E-Commerce, India, future of B2C E-Commerce, FDI, CAGR