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The cutting edge for business today is e-commerce. ECommerce stands for electronic commerce. It means dealing in
goods and services through the electronic media and internet.
On the internet, it relates to a website of the vendor, who sells
products or services directly to the customer from the portal
using a digital shopping cart or digital shopping basket system
and allows payment through credit card, debit card or EFT
(Electronic fund transfer) payments. E-commerce or E-business
involves carrying on a business with the help of the internet
and by using the information technology like Electronic Data
Interchange (EDI). More simply put, E-Commerce is the
movement of business onto the World Wide Web. E-Commerce
has almost overnight become the dominant online activity.
There is no single definition of E-Commerce, it means only
commercial activity which is performed or linked to or
supported by Electronic Communication. The effects of ecommerce are already appearing in all areas of business, from
customer service to new product design. It facilitates new types
of information based business processes for reaching and
interacting with customers like online advertising and
marketing, online order taking and online customer service. In
now days E-commerce uses the WWW at least some point in
transaction lifecycle. It can also reduce costs in managing
orders and interacting with a wide range of suppliers and
trading partners, areas that typically add significant overheads
to the cost of products and services. For developing countries
like India, e-commerce offers considerable opportunity. In India
it is still in nascent stage, but even the most-pessimistic
projections indicate a boom. There has been a rise in the
number of companies taking up e-commerce in the recent
past. Major Indian portal sites have also shifted towards ecommerce instead of depending on advertising revenue. Many
sites are now selling a diverse range of products and services
from flowers, greeting cards, and movie tickets to groceries,
electronic gadgets, and computers, etc. With stock exchanges
coming online the time for true e-commerce in India has finally
arrived.
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2. Rationale of study
Electronic Commerce (E-commerce) seems to be everywhere
these days. Its nearlyimpossible to read a magazine or
newspaper without coming across an article about how ecommerce is going to change and affect our lives. It is widely
accepted that e-commerce and Internet technologies can
benefit an organization but still there are very few studies
about e-commerce adoption in India. In addition to that, there
isnt any detailed recent study about of e-commerce in India
incorporating latest factual data and trends relating to its
various aspects at all. So, I have proposed to study this area to
investigate the extent of Indias involvement with e-commerce
applications, its detailed conceptual framework, evolution,
stories of top Indian players in this field and find a set of
guidelines or recommendations on the best practices of ecommerce adoption which might help the Indian e-commerce
firms.
3. Objectives of the Study: The objectives of present study
are:
1. To understand the evolution of E-Commerce
2. To describe the conceptual framework of E-Commerce in
India;
3. To analyse the present trends of E-Commerce in India;
4. To examine the barriers of E-Commerce in India.
5. To predict future of E-commerce
4. Research Methodology
I have reviewed the academic literature to gain insight into ECommerce in India. So, various articles, journals, books,
websites etc. have been used to study the evolution,
conceptual framework, definitions, key players, present trends
(relating to internet penetration, growth prospects, modes of
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7. Evolution of Commerce
Commerce has evolved over the centuries. Prior to the
evolution of money it was the simple 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 Ps 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 forms of Commerce. Once the
marketplace came into existence, a few pioneers realised that
people would be ready to pay extra if they could deliver
products at the customers 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
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8. Conceptual framework of E-commerce in India Today ecommerce 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.
A. 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/service. The most popular examples
are
www.flipkart.com,
www.shopclues.com,
ebay.in,
www.snapdeals.com,
www.indiaplaza.com,
www.thebestofindia.com,www.homeshop18.com,
shopping.rediff.com, shopping.indiatimes.com and so on. These
Indian e-commerce portals provide goods and services in a
variety of categories like:
Software
Consumer electronics
Household appliances
Jewellery
Audio/Video entertainment goods
Gift articles
Real estate and services
Business opportunities
Employment
Travel tickets
Matrimony
Petsand more.
B.
Single
Product
E-Commerce
Some
portals/websites deal in a specialized field, for example
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Indian
Automobiles:
Examples
are:
http://www.indiacar.com/
and
http://www.automartindia.com/.
On these sites we can buy and sell four-wheelers and twowheelers, 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 boardand 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:
Allied services:
Housing Finance
Insurance companies
Architects & Interior Designers
NRI services
Property Management Consultants
Packers & Movers
Security & Maintenance Services
Vaastu or Feng Shui Consultantsand more.
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Astrological services
Information on Customs and Rituals
Legal issues
Health & Beauty
Fashion & Style
Wedding Planners
Honeymoon Destinationsand more.
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(Source: digitalinsights.com)
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. ICICI Bank, Global TRUST
BANK AND UTI-Bank also have put their electronic banking over
the internet facilities in place for the upcoming e-commerce
market. Certain unique attributes of the E-commerce industry
in India such as cash on delivery mode of payment and direct
imports that lower costs considerably are probably going to
bring about a speedy growth in this industry in years to come.
According to the latest research (The report, titled Asia Pacific
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(Source: digitalinsights.com)
E-tailing:
The e-Tailing category has grown from INR 1,550 Crores in the
year 2009 (Jan-Dec 2009) to INR 6,454 Crores in year 2012
(Jan-Dec 2012) and it crossed the INR 10,000 crore mark in
the year 2013. Its details can be seen in the pie chart:
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Figure 4: E-tailing
(Source: digitalinsights.com)
Financial services:
Financial services market was valued at INR 2,886 Crores in
2012 and grew by 25% and reached INR 3,607 Crores by the
end of year 2013.
Figure 5: Financial services
(Source: digitalinsights.com)
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Classified:
Classifieds market has seen a significant growth and is
estimated at INR 2,354 Crores in 2012 and reached to INR
3,061 Crores by the end of year 2013
Figure 6: Classified
(Source: digitalinsights.com)
Mode of payment:
Majority of the online shoppers use Debit cards/Internet
banking as their preferred mode of payment for shopping
online. Payment through credit cards, follow closely at second
position and Cash on Delivery on third position.
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(Source: digitalinsights.com)
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(Source: digitalinsights.com)
Amazon is the most visited retail site with most of the
traffic slipt among Amazon.com and Junglee.com.
Flipkart leads the way among the online retailers in India
with 7.4 million unique visitors a month, growing at 431%
annually.
Snapdeal has been close second with 6.9 million uniques.
Jabong and Myntra have been competing closely in the
lifestyle category with over 5.3 million uniques each.
HomeShop18 has over 4 million uniques a month.
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FlipKart.com
Flipkart.com
is
an
e-commerce
website founded by Sachin Bansal
and Binny Bansal in 2007. Both are
from IIT Delhi Alumni and also worked
in Amazon.com.
Flipkart.com
ranks
#502
in
world
according to Alexa traffic rankings. In
Google page it ranks #6. It forms
advertising revenue of $4.8 million. It
receives 2.2 million page views in a day
and generates $6,574 in advertising
revenue every day. Moreover it has certain
losses 0.60% in traffic ranking. Loading
time of an average page is 2.1 sec as it is
much faster than 29% of sites around the
world. The mode of payments include
Credit card, Debit card, Net banking, e-gift
vouchers, cash on delivery.
Ebay.in
Snapdeal.com
Jabong.com
change
in
technologies,
emerging
new
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8. 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 dont trust the retailers because they
feel that they are either being over charged or that they
wouldnt be able to get appropriate level of customer service
once the sale is complete. Retailers dont 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 e Commerce 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
Todays customers are putting less trust on website marketing
messages and becoming more influenced by recommendations
from other people. Customers 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 customers expectations around shipping timeline
can be clearly set.
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Are we there yet? If you have gone on a long drive with kids,
chances are that you have been asked this question. It is
human nature to expect timely communication, especially
when they are waiting for something that they have already
paid for. The retailers should ensure that every single status
update on the order generates an alert for the customer. Also, if
the order waits in a specific state for a timeframe longer than
what was promised to the customer, an email should be
automatically sent to the customers to make them aware of the
delay. If the delay is longer than a few days, customer should
be contacted via phone and asked for approval for the delay or
given an option to cancel the order.
10.
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Conclusion
Several important phenomena are associated with ecommerce. E-Commerce has unleashed yet another revolution,
which is changing the way businesses buy and sell products
and services. New methodologies have evolved. The role of
geographic distances in forming business relationships is
reduced. E-Commerce is the future of shopping. With the
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BIBLIOGRAPHY
1. Chakraborty, K. D. and Chatterjee, D., E-Commerce, B.
B. Kundu Grandsons, Kolkata, 2011, pp- 32-56
2. Das, L., Growing Trends of E-Commerce and Its Role in
Consumers Buying Pattern, International Journal of
Marketing, Financial Services & Management Research,
Vol.1, Issue 10, October 2012, pp- 200-209
3. E-commerce Business Models and Concepts, E-Commerce:
Business, Technology, and Society 2009, Fifth Edition, by
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16.
http://yourstory.in/2013/01/indian-e-commerce-whatdoes-the-futurelook-like/ , 24/02/2014
17.
IProspect, Information on
http://www.iprospect.com/search-engine-marketinguniversity/, (2008) , 25/02/2014
18.
http://www.imgrind.com/10-advantages-of-internetmarketing/10, 17/02/2014
19.
http://www.ithinkinfotech.com/blog/business/ecommerce-statistics-in-india-2012-countrywide-growthand-market-share.html, 8/02/2014
20.
http://articles.economictimes.indiatimes.com/201203-25/news/31236605_1_ecommerce-market-internetusers-online-purchases, 09/02/2014
21.
http://findarticles.com/p/articles/mi_m1TSD/is_2_6/ai_
n25015739/?tag=content;col1, 25/02/2014
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