E-Commerce in India - with its whole bag of tricks


  • Amirtha Sundar National Institute of Technology, Trichy
  • Sivakumar Vj National Institute of Technology, Trichy


Today, the market is bound with rapid growing technology with quick transformations and innovations in every field, because of stiff competition and increased customer expectations. The businesses use new strategies to sustain and expand their business. One such technology which is trending now is e-commerce. The power of e-commerce is it has no boundaries that business could be conducted throughout the world. This has made many business concerns to quickly adopt e-commerce. The motive of this paper is to provide an insight on e-commerce and primarily focused about the nature of Indian customers, their expectations and the areas to be taken care of to maintain its position and for further improvement. Review makes sure that e-commerce has created a strong pedestal in the minds of Indian customers. However, Indian consumers show disinclination towards e-commerce to some extent. In due course, with the better services and offers, the problems of logistics, online payment frauds being solved, the trust element created, the e-commerce can bring Indian consumers out of hesitation, resulting in successful e-commerce.

Author Biographies

Amirtha Sundar, National Institute of Technology, Trichy

Research Scholar, Department of Management Studies

Sivakumar Vj, National Institute of Technology, Trichy

Head, Department of Management Studies.


Amrita Bhattacharyya, Is the Indian Consumer Willing to Pay More for better Customer Experiences? 14 Dec 2012, retrieved from www.aegisglobal.com.

Bhavya Malhotra, 2014, E-Business: Issues & Challenges in Indian Perspective, Global Journal of Business Management and Information Technology, Vol. 4, No. 1, pp. 11-16.

Cash on delivery may harm e-commerce in India March 13, 2012 retrieved from ecommercelawsinindia.blogspot.in.

Cyber Security issues of e-commerce business in India retrieved from ptlb.in.

E-commerce in India retrieved from en.wikipedia.org.

e-commerce growth with 3G, August 29, 2010 retrieved from economictimes.indiatimes.com.

E-commerce due diligence in India is neglected by Investors and Financial institutions, 13 March 2014 retrieved from ptlb.in.

Flipkart acquires Myntra, May 22, 2014 retrieved from timesofindia.indiatimes.com.

History of e-commerce retrieved from www.ecommerce-land.com.



Income in India retrieved from en.wikipedia.org.

India country fact file retrieved from www.euromonitor.com.

Indian e-commerce at inflection point?19 Aug 2010 retrieved from www.vccircle.com.

India to be the fastest growing E-Commerce Market in Asia-Pacific; Market set to grow to $8.8 Billion by 2016, April 19, 2012 retrieved from www.iamwire.com.

Indian customer willing to pay premium for ‘excellent service’: AmEx study, October 28, 2014 retrieved from www.bestmediainfo.com.

Is India ready for e-commerce in a niche area? retrieved from theblog.enova-tech.net.

Jagvinder Kaur, 2014, ‘E-Commerce: The Services on Internet in India Now’, International Journal on Arts, Management and Humanities, Vol. 3, No.1, pp. 30-33.

Jyoti Kasana, Naveen Chaudhary, 2014, A Comparative study of eBay and Amazon in Online Shopping, International Research Journal of Commerce Arts and Science, Vol. 5 No. 2, pp. 263.

Kayla Webley, A Brief History of Online Shopping, July 16 2010 retrieved from http://content.time.com/time/business/article/0,8599,2004089,00.html.

Keeping customers - the importance of loyalty retrieved from www.marketingdonut.co.uk.

Kharas, 2011, The Emerging Middle Class in Developing Countries, World Bank Conference, 2011.

K Vaitheeswaran, Jan 4 2013, E-Commerce time has finally come in India retrieved from articles.economictimes.indiatimes.com.

Mahavir N Sadavarta, Changing scenario of Business and e-commerce, Indian Banking Sector-impact and challenges.

Mathias Brandt, February 3rd 2014, China on Path to World Domination in E-commerce retrieved from www.statista.com.

M. Aldrich, Oct–Dec 2011, 'Online Shopping in the 1980s', Annals of the History of Computing, Vol. 33, No. 4, pp. 57-61.

Morgan Hartley, The growing pains of Indian e-commerce – What you need to know, 24 Jan, 2013 retrieved from http://www.forbes.com.

Neil Kokemuller, How much does it cost to advertise a business? retrieved from smallbusiness.chron.com.

Nisha Chanana, Sangeeta Goele, 2012, ‘Future of E-Commerce in India’, International Journal of Computing & Business Research, Proceedings of ‘I-Society 2012’at GKU, Talwandi Sabo Bathinda (Punjab).

Online highs are old as the net: the first e-commerce was a drugs deal, 19 April 2013 retrieved from www.theguardian.com.

Rashmi Bansal, 2013, ‘Prospects of Electronic Commerce in India’, Journal of Asian Business Strategy, Vol. 3, No. 1, pp. 11-20.

Rashmi Pratap, The new and confident Indian customer, September 19, 2014 retrieved from www.thehindubusinessline.com.

Rebirth of e-commerce in India, Ernst and young, 2013.

Rohin Dharmakumar, Cash on Delivery Doesn't Work for Companies, Aug 28, 2012 retrieved from forbesindia.com.

Roshni Upasna, Santhosh Rebello, October 2014, ‘E-Commerce Growth and Opportunities in Indian Scenario-A Survey on Ecommerce Eco System’, International Journal of Innovative Research in Computer and Communication Engineering, Vol.2, Special Issue 5.

Shilpa Phadnis, Oct 10, 2013, Flipkart in record $360m fund-raise, retrieved from timesofindia.indiatimes.com.

Simon Kemp, Social, Digital & Mobile in India 2014, July 9, 2014 retrieved from wearesocial.net.

Waghmare GT, May 2012, ‘e-commerce, a business review and future prospects in Indian Business’, Indian streams research journal.

Women in India retrieved from en.wikipedia.org.

2014 Global Customer Service Barometer retrieved from about.americanexpress.com



How to Cite

Sundar, A., & Vj, S. (2015). E-Commerce in India - with its whole bag of tricks. Innovare Journal of Business Management, 3(1), 1–6. Retrieved from https://innovareacademics.in/journals/index.php/ijbm/article/view/4651



Review Article(s)