Understanding E- Commerce: A Study in Competitive Economy

Abstract

Practically, e-commerce in India began to acquire popularity as the number of internet users and smart phone sales increased. However, while e-commerce has grown in popularity among around 30% of the population residing in cities over the years, sales through e-commerce have not increased at a quicker rate due to a lack of product diversity and standardisation. Because of the limited range and to reassure customers that their purchases are cost-effective, only branded items are on sale, with the caveat that e-commerce guarantees after-sale service and product quality.Financial literacy, standard of living, nature of habitation, payment mechanism (digital vs. cash) and, most crucially, up-scaling of manufacturing firms are all elements that influence e-commerce growth. Daily used products appear to be the least popular in the e-commerce mode, with only the most branded and personalised products with uniformity being more popular.

Keywords ---e-commerce, economy, vis-à-vis cash.