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ranking at $35.2 billion. Another key difference to keep in mind is the fact Walmart has 11,000
stores worldwide and both Alibaba and Amazon have none. The Hindu (2016) Global e-commerce
sales made via mobile devices are expected to cross $638 billion by 2018, according to the joint
study brought out by Assocham and Deloitte on Monday.E-tailers like Flipkart, Amazon and Jabong
now get 50 per cent of their revenues from consumers shopping on their mobile phones. Predictive
analytics is helping e-tailers provide better solutions real-time, enabling compelling user experience
even on mobile screens.
Das (2016) conducted a study to examine the antecedents and consequences of trust in online
shopping from an e-tail branding perspective. A structured questionnaire was used to collect data
online from Indian e-tail shoppers and 309 samples were used for data analysis. The results found e-
tailer awareness, e-tailer associations, and e-tailer perceived quality as antecedents of trust in online
shopping. The results also showed online trust positively influences the behavioural intentions,
namely, purchase intention, repurchase, and recommendation.
Chocarro, et al. (2015) conducted a study with a target population of online shoppers in spain to
identify customer-specific differences in a general model of e-loyalty taking into account the
existence of unobserved heterogeneity. A sample of 1,200 online shoppers was selected using sex
and age quotas based on data and found that e-loyalty and e-satisfaction is significantly determined
by consumers shopping styles.
Shobeiri, et al. (2014) to investigate how an E-retailers assistive intent impacts the perceptions and
behaviours of online shoppers, a survey on the most recent e-purchase experiences of more than 600
individuals in North America was conducted. Structural equation modelling was used to assess the
measurement and structural models. Results of the study indicated that customers impressions of an
E-retailers assistive intent positively impact web site patronage intentions both directly and
indirectly through two key constructs of e-shopping, including web site involvement and web site
attitudes.
Najafi and Morshedlou, (2013) conducted a study with aim a scientific assessment of use of E-
branding in E-commerce that is one of reasons for developing E-commerce in countries. For this
100 questionnaires were delivered to research society that 70 questionnaires were received and the
same analysed with Analysis Hierarchical process method use of e-branding in developing of e-
commerce is 7 times higher than un using of e-branding.
Chen and Mathews, (2013) conducted a study in Taiwan to examine web site service quality on
brand attitude toward e-branding. For this data was collected in an offline environment where the
500 questionnaire were distributed by quota sampling approach. Out of a total sample of 500, 431
questionnaires were returned. Researchers concluded that portal website attitude have indirect effect
on e-retailer brand attitude through portal e-service quality. Further, the study highlighted those
portal intermediary site e-services components such as e-service quality impacts the e-retailer brand.
Bruhn et al. (2012) conducted a study to investigate the relative impact of brand communication on
brand equity through social media as compared to traditional media. A total of 393 participants fully
completed the questionnaires from three different industries, namely tourism, telecommunications,
and pharmaceuticals, were generated using a standardized online-survey. The results of this
empirical study show that both traditional communications and social media communications have a
significant impact on brand equity.
Dash et.al, (2008) conducted a study to understand drivers of customer satisfaction, trust and loyalty
towards web sites. The research sample was composed of 198 post-graduate students from the Indian
Institute of Management at Lucknow in India. The results of the study indicate significant preference
for the local web site in almost all design categories. Further, the study revealed that the local site
instilled greater trust, satisfaction and loyalty.
Wolfinbarger and Gilly (2003) conducted a study in United State and found that quality is expected
to be a determinant of online retailer success as well. This study suggested that four factorswebsite
design, fulfillment/ reliability, privacy/security and customer serviceare strongly predictive of
customer judgments of quality and satisfaction, customer loyalty and attitudes toward the website.
V. METHODOLOGY
The present study is descriptive in nature and is based on secondary date. The secondary data is
availed from various journals and internet.
market that was valued at Rs.1.2 trillion at the end of December 2015 will touch Rs.2.1 trillion by
December 2016, according to the Digital Commerce Report 2015, by the Internet and Mobile
Association of India (IAMAI) and IMRB International. Between December 2011 and December
2015, the market has grown at a compound annual growth rate (CAGR) of 30%.
Sr. No. Country Global rank Countrys share Countrys share Penetration
of world of world (% of population
population internet users with internet)
1. China 1 18.78 19.6 52.3%
2. India 2 17.25 12.57 36.5%
3 United States 3 4.41 7.80 88.6%
4 Brazil 4 2.80 3.78 67.5%
5 Indonesia 5 3.51 3.61 51.4%
20 Italy 20 .84 1.06 63.2%
The penetration of e-commerce in India is going at a faster rate with a significant number of new
entrants such as Flipkart, and Snapdeal. The Economic Times (2016) mentioned that the e-commerce
market in India is expected to nealry double to Rs 2,11,005 crore by December, according to industry
body Internet and Mobile Association of India (IAMAI) and IMRB. The market grew 30% between
December 2011 and December 2015 and was valued at Rs 1,25,732 crore by the end of December
2015. Live mint (2015) reported that the e-commerce market will account for 2.5% of the Indias
GDP by 2030, growing 15 times and reaching $300 billion, from the current market size of e-
commerce is $20 billion. Further, Indias attractive demographics the youngest population in the
world should lead to over 300 million new online shoppers in the next 15 years, making e-tailing
the largest online segment, it said.
Table 2.
120
100
80
49 49
Great experience
60
40 Best value
44
Most trusted brand
40 32 30
25 25
20 24
24
22 24
23 21
7 10
0 4 2
Flipkart Amazon Paytm Snapdeal Shopclues Ebay
XII. CONCLUSION
The retail sector has experienced a remarkable change over a period of last few decades. The journey
of consumer from kirana store shopping to e-portal experience has been enriching. The technology
has added additional flavor to this experience with a strategic orientation. After considering all the
aspects which has been discussed earlier it has been found that the e-commerce in India is still at its
early stage and it has got huge opportunities in the upcoming future. With the help of the internet the
companies like Flipkart, amazon.in, ebay are giving information and selling their products to the
ultimate consumers. Because of the new advent of gateway payment i.e. online payment i.e. through
debit and credit card it has become really an easy way to buy product.
Sachin Bansal co-founder of flipkart said it would be a mistake if Internet and technology are not
considered as a strategic sector. ...we are making a mistake by not thinking of Internet and
technology a strategic sector and depending too much on China and the US to build that for us... We
have the capability, we have the know-how to do this in India ourselves for our markets, he said.
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