Scholarly Research Journal for Interdisciplinary Studies,

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PEER REVIEWED & REFERRED JOURNAL, JAN-FEB, 2020, VOL- 7/57

EMERGING TRENDS AND CHALLENGES OF ONLINE SHOPPING

Mohmed Ali1, Ph. D. & Mohammed Arshad Ur Rehman2, Ph. D.

1
MBA, Ph. D., Professor, Department of M.B.A. Talla Padmavathi College of Engineering
Kazipet, Warangal, Telangana State Gmail: [email protected]
2
MBA, Ph. D., Associate Professor, Department Of Management College of Business and
Economics ,BULE HORA UNIVERRSITY, Ethiopia
Gmail: [email protected]

Abstract

The impact of globalization and technological development, internet revolutionized the total world
and created the platform to access the online shopping. It was emerged in the 21stcentury as most of
the people are busy with their hectic schedules. In such a situation online shopping became the
easiest and most suitable means for their shopping requirements. The Internet has changed the way of
customer perceptions and behaviour. An online shop of buying products as well as services with the
medium of exchange as Internet is called as the business-to-consumer transactions. The enhancement
in the number of internet users in India provides bright prospects for online shopping. Many
companies have started using the Internet with the objective of reducing marketing costs, thereby
reducing the price of their product and service in order to stay ahead in the highly competitive
globalized world markets. The present paper focuses on the various theoretical aspects related to
online shopping
Keywords: Globalization, online shopping.
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Introduction
Online shopping is the process whereby the consumers can directly buy goods or services
from a seller in real-time, without an intermediary service, over the Internet. It is a form of
electronic commerce. The process is called business-to-consumer (B2C). Consumers find a
product of their interest by browsing the website of the retailer directly or by searching
among alternative vendors using a shopping search engine. During 2016, customers could
shop online using a range of different computers and devices, including desktop computers,
laptops, tablet computers and smart phones. Online shopping website brings a lot of
advantages to public, such as more convenience, lower price and selection, information and
review and etc. On the other hand, there are some disadvantages exist too, such as fraud and
security concerns, lack of full cost disclosure, privacy and etc. The World Wide Web and
Internet propelled in no small extent of changes in the attitude and behaviour of people all
over the world. Due to this impact, online shopping has emerged which influenced the lives
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 Dr. Mohmed Ali & Dr. Mohammed Arshad Ur Rehman
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of ordinary citizens. Online shopping has also been started in India, but consumers of semi
urban and rural areas are not much habituated yet to go online shopping frequently. It is also
popular as e- shop, e-store, online store and virtual store. Earlier food, cloth and shelter were
called as basic needs but today one more need is added in that is “internet”. Due to revolution
in telecommunication sector internet has changed the way of consumers shopping the goods
and services. Both domestic companies as well as MNC’s have started using the Internet with
an objective of cutting marketing costs and thereby reducing the price of their products in
order to stay ahead in heavy competition. Companies also use the Internet services to convey
and disseminate information, to sell the product, to take feedback and also to know
satisfaction surveys with customers. Customers use the Internet not only to buy the product
online, but also to compare prices, product features and after sale service facilities the will
receive. In addition to the tremendous potential of the E-business market, the Internet
provides a unique opportunity for companies to more efficiently reach existing and potential
customers. The popular online retailing companies in India are Mantra, Flipkart Snap deal,
Amazon.com and e-Bay etc. The five dominant factors which influence consumer
perceptions for online shopping are information, easy to use, satisfaction, security, proper
utilization of available information to compare the different products Online shopping is a
form of e-commerce which permits consumers directly to purchase goods or services from
a seller by using the Internet. Other sources’ are: e-shop, e-store, Internet shop, web-store,
virtual store and online store. An online shop arouses the physical similarity of buying
products as well as services from internet shop and this process of shopping is called
business-to-consumer online shopping. Online shopping is the practice in which consumers
decide to purchase the product through Internet has developed into a new distributive
channels for many products. Using the internet to shop online has become a prominent reason
to use the internet, along with searching of products and finding information about them.
Therefore internet have developed a highly competitive market, where the competition
over consumers is fierce In some social networking site like E Bay, e- shopping is being
done, where some retail online shops are available. The use of Internet in India offers a
growing prospect for e- shopping. Internet has changed the way of consumer’s store, and has
rapidly developed into a global perspective. Many companies started using online
shopping with the aim of reducing marketing and maintenance costs, that leads to reduce
the price of their products in order to go forward in the very highly competitive markets.

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 Dr. Mohmed Ali & Dr. Mohammed Arshad Ur Rehman
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Companies also use the Internet to deliver, connect and distribute information and products.
Customer uses the Internet so many ways not only for purchasing the products, but also to
compare product structures, prices, warrantees and delivery services. Many specialists have
positive attitude towards the future of online marketing business. In accumulation to the
wonderful potential of the E- market, the Internet provides a unique opening for
companies to additional efficiency to reach existing and possible customers Although
maximum income of online dealing comes from business-to-business trade, the
practitioners of business-to-consumer trade should not lose their confidence.
Review of Literature
 Prashant Singh (2014) in his article “Consumer’s Buying Behaviour towards Online
Shopping A case study of Flipkart.Com users in Lucknow City” published in Abhinav
stated that future of e-retailers in India looking very bright. E-retailers give consumers
the best way to save money and time through purchasing online within the range of
budget. Flipkart.com offering some of the best prices and completely hassle-free
shopping experience.
 Online shopping is a relatively new phenomenon for many consumers, and is
considered to be riskier than shopping in a brick and mortar store (Larches, Yang et
al. 2005). Therefore, e-consumers will depend heavily upon experience, which can
only be gained through prior online purchases (Ling, Chai et al. 2010).
 Dr.Durmaz(2011) in the study entitled ― impact of cultural factors on online
shopping behaviour and the study found that while buying goods and services,
culture, beliefs and traditions take an important position, while the environment,
friends and social groups stated 48.6% .In this case the impact of cultural factors
means a lot.
Objectives of the study
1. To study the prospects and constraints of traditional and online shopping.
2. To know the online shopping trends, key drivers, net revenues, penetration rates etc.
Research Methodology
This is a descriptive study the data collected from various secondary sources, magazines,
journals, news papers, internet browsers etc.

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 Dr. Mohmed Ali & Dr. Mohammed Arshad Ur Rehman
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History of Online Shopping

Online shopping is one of the form of electronic commerce which allows consumers to
directly buy goods or services from a seller over the Internet using a web browser.
Consumers find a product of interest by visiting the website of the retailer directly or by
searching among alternative vendors using a shopping search engine, which displays the
same product's availability and pricing at different e-retailers. As of 2020, customers can
shop online using a range of different computers and devices, including desktop
computers, laptops, tablet computers, smart phones, and smart speakers. An online shop
evokes the physical analogy of buying products or services at a regular "bricks-and-
mortar" retailer or shopping centre; the process is called business-to-consumer (B2C) online
shopping. When an online store is set up to enable businesses to buy from other businesses,
the process is called business-to-business (B2B) online shopping. A typical online store
enables the customer to browse the firm's range of products and services, view photos or
images of the products, along with information about the product specifications, features and
prices. In the year 1990, Tim Berners-Lee created the first World Wide Web server and
browser in UK. It opened for commercial use in 1991. In 1994 other advancements took
place, such as online banking and the opening of an online pizza shop by Pizza Hut. During
that same year, Netscape introduced SSL encryption of data transferred online, which has
become essential for secure online shopping. Also in 1994, the German company Inters
hop introduced its first online shopping system. In 1995, Amazon launched its online
shopping site, and in 1996, e-Bay appeared. Originally, electronic commerce was identified
as the facilitation of commercial transactions electronically, using technology such as
Electronic Data Interchange (EDI) and Electronic Funds Transfer (EFT). These were both
introduced in the late 1970s, allowing business to send commercial documents like purchase
orders or invoices electronically.

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 Dr. Mohmed Ali & Dr. Mohammed Arshad Ur Rehman
(Pg. 13606-13615) 13610

Advantages and Disadvantages of online shopping

Advantages of online shopping Disadvantages of online shopping

 Saving of Time  Delay in delivery of products

 Convenient and easy to shop  Lack of significant discounts
 Wide range and multiple products  Lack of touch and feel of
 Discounts, bonus, samples merchandise
 Abandon information of products  Lack of price bargaining
 Comparisons  Lack of testing the quality
 No pressure to purchase  Frauds
 Saving time  Duplication of products
 Saving transportation expenses  Lack of interconnectivity
 No guaranty of delivery

Prospect and Constraints of Online and Traditional Shopping:

Prospects of Traditional Shopping Constraints of Traditional Shopping

 try on clothes  wasting of valuable time
 check the material  difficulty to see everything and visit
 see the design from close every shop
 get the product immediately after  difficulty to compare the prices
you pay  waiting for a free dressing room
 know from where does the product  meeting with strangers
comes
Prospects of Online Shopping Constraints of Online Shopping
 Saving of money and time  product can’t physically available
 easily compare the prices  can’t try it on
 easy to choose sizes, designs and  wait for the product to arrive
colours  Misplacement of product
 buy the product whenever you want  higher price for shipping, than for the
 send gifts product
 Make your own design.  risk of online fraud
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 Dr. Mohmed Ali & Dr. Mohammed Arshad Ur Rehman
(Pg. 13606-13615) 13611

Online buyers in India since 2014 to 2020

years Net Revenue years Net Revenue
(in millions) (in millions)
2014 54.1 2018 224.1
2015 93.4 2019 273.6
2016 130.4 2020 329.1
2017 180.1
As per data of online buyers in the year 2014 is 54.1 millions and gradually increased to
273.6 million at the end of the 2019 year.

net revenue (in millions)

Net Revenue (in millions)

400
300
200
100 net revenue (in millions)
0
2014 2015 2016 2017 2018 2019 2020

Years

Source: Statist 2020

BEST ONLINE SITE COMPANIES

 Amazon – the most popular site in  Nuka- your make up shopping just got
India an upgrade
 Flipchart – The best product categories  Shoppers Stop- the granddaddy of all
in India lifestyle ventures
 Snap Deal - Where online shop is a  Yemen- Democratizing fashion in
treat India
 Pay tm is the place to be in now!  Koovs – The Brand Store
 Shop Clues – For the most exciting  Ferns N Petals – For the Freshest
shopping moments Flowers and Amazing Gifts
 EBay. in – Shop till you drop  Print Venue – Indian Print E-
 Mantra – A shopping site that makes commerce Company
fashion statements  Lime Road – Revolutionary Shopping
 Infi beam- Popular Indian e-commerce Website for Fashionable People
 Conglomerate Jabong – Where you  Big Basket – Best Online
meet the Latest Fashion Everyday Supermarket and Grocery in India
 Handicrafts needs at one place  Net Meds– India’s Convenient Online
 Health Kart- Good health delivered to Pharmacy
your doorstep
 First Cry- shopping for baby products
made easy

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 Dr. Mohmed Ali & Dr. Mohammed Arshad Ur Rehman
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Online Shopping, E-Commerce, and Internet Statistics (2020)

Area Penetration Rate Area Penetration Rate
North America 89.4% Middle East 67.2%
Europe 86.8% World. Avg 56.8%
Australia 68.4% Asia 51.8%
Latin America 67.5% Africa 37.3%
The penetration rate of online shopping has been increasing every the table represents the
detailed information regarding the penetration rate of the various countries.

Online Shopping, E-Commerce, and Internet Statistics (2020)

Penetration Rate

Africa 37.3%
Asia 51.8%
World. Avg 56.8%
Middle East 67.2%
Latin America 67.5%
Australia 68.4%
Europe 86.8%
North America 89.4%

Profits of Amazon Online Shopping Company

Revenues Revenues
Quarters Quarters
in $ in $
Q1 17 38.2 Q3 18 58.0
Q2 17 39.0 Q4 18 76.4
Q3 17 43.3 Q1 19 60.2
Q4 17 60.0 Q2 19 63.0
Q1 18 50.4 Q3 19 70.3
Q2 18 55.1 Q4 19 87.4
Source; Statista 2020
As per the information gather from the statista 2020 the Amazon is one of global Market
leader gained the revenues in the 1st quarter of 2017 is 38.2 million dollars and gradually
increased to 60.0 Million dollars in the 2017 ending quarter, in the 2018 quarter the revenues
gradually increased from 50.4 to 76.4, in the 2019 quarters it was started from 60.2 and end
with 87.4 respectively.

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 Dr. Mohmed Ali & Dr. Mohammed Arshad Ur Rehman
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AMAZON REVENUE GROWTH

Q4 2019 : $87.4B

$100.0
$80.0
$60.0
$40.0 Revenues
$20.0
$-
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
17 17 17 17 18 18 18 18 19 19 19 19

FLIPCART
The Flipkart Group also increased spending on employee costs, advertising expenses and
logistics costs. Here’s a look at the last one year of investments by Flipkart Group in the
Indian business
Year Month Profits in (Cores)
2018 March 4472
2018 Sept 3453
2018 December 2190
2019 January 1431
The flipcart profits are witnessed as on 2018 march started 4472 cores and by the December
end it was witnessed as 2190 cores and in the year 2019 January it was remained as 1431
cores.

5000

4000

3000

2000 Series1

1000

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 Dr. Mohmed Ali & Dr. Mohammed Arshad Ur Rehman
(Pg. 13606-13615) 13614

Recent Trends and drivers in online shopping

 The Global internet subscription penetration has increased at the end of the 2019.
 Top 5 most visited websites globally: 1) Google.com, 2) Youtube.com, 3)
Facebook.com, 4) Baidu.com, 5) Wikipedia.org.
 Latest reported figures suggest that an average of almost 1 million people came online
for the first time each day over the past year.
 Increased access to internet services has made it possible to make their purchase
online. Better and faster 4g services have boosted the accessibility. Multiple choices
of shopping sites provide wide range variety products and services.
 Online shopping operates on a huge scale and thus the products are offered at
discounts. For e.g. Amazon great Indian Festival, Flipcharts Big Billion days etc
 Busy Lives leave people with less time to visit markets, malls or other conventional
stores. Online shopping has made buying things very easy.
 Online shopping these days provides various facilities such as exchange or return
policy which are very useful.
 Marketers are using social platforms like Face book, Twitter, Google plus, to promote
their products which lead’s in consumer having more information.
 Special cash back policies offered by online shopping websites. The 24hrs Customer
Care services by many shopping websites helps solving customer queries. As a result,
customer’s trust is gained.
 Better and safer online banking services helped in gaining trust of consumers who
earlier hesitated in sharing their details with shopping online.
 The Global internet users grew by 8.6 percent over the past 12 months, with 350
million new users contributing to an overall total of 4.437 billion by the start of April
2019.
PROBLEMS IN ONLINE SHOPPING IN INDIA
 Quality issues related to products
 Delivery and logistics
 Supply chain Management
 Duplication of products
 Delay in the delivery of products
 Difficult to exchange the products
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 Dr. Mohmed Ali & Dr. Mohammed Arshad Ur Rehman
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 Digital payment failures

 Additional charges
Conclusion
Online Shopping is a web and Internet based platform where people can purchase products
through electronic medium, India’s online market is gradually increasing in every year. The
M- commerce sales across in India in 2015 - 2020 has witnessed as 37.96 billion US dollars.
Recent trends in online shopping in India show that people are spending high amounts on
apparels and mobile phones. Attractive offers from online shopping companies are attracting
Indian consumers. Still the quality, lack of security, additional charges problems still exist.
Increased Internet penetration, annoy free shopping environment and very high levels of Net
savings to see Indians online shopping. But at the same time the companies want to
decrease the risks associated to customer. The objective is not to convert all shoppers to
online procuring, but to display them it’s a choice. Where there are benefits with online
shopping and at the same time customers are facing disadvantages also. The penetration rate
of the various countries has been increasing, the market leaders online business like Amazon
and Flipcart are increasing their profits and revenues gradually by expanding the business
units in India. Thus, the online selling increases its operations all over the world. The quality
of the products obtained through online and dealings for service delivery are facing multiple
problems. The risk factors associated with online shopping should be reduced.
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