INTRODUCTION

BACKGROUND: -

E-commerce, short for electronic commerce, is the buying and selling of goods and services
online. Its origins date back to the 1940s with business-to-business transactions via telex. The
first online transaction, a sale of a Sting CD, occurred in 1994, marking the beginning of
widespread online shopping. E-commerce has since grown rapidly, offering convenience and
a wider product range to customers.

E-commerce originated in a standard for the exchange of business documents, such as orders
or invoices, between suppliers and their business customers. Those origins date to the 1948–
49 Berlin blockade and airlift with a system of ordering goods primarily via telex. Various
industries elaborated upon that system in the ensuing decades before the first general
standard was published in 1975. The resulting computer-to-computer electronic data
interchange (EDI) standard is flexible enough to handle most simple electronic business
transactions

E-commerce, short for electronic commerce, refers to the buying and selling of goods and
services through the internet. It has revolutionized the traditional shopping experience by
providing consumers with the convenience of browsing, selecting, and purchasing products
from anywhere at any time. Online shopping platforms such as Amazon, eBay, and local
marketplaces have made it easier for businesses—both large and small—to reach a global
audience.

With secure payment systems, mobile apps, and fast delivery services, e-commerce continues
to grow rapidly, reshaping consumer behavior and retail strategies. It also opens up new
opportunities for entrepreneurship, digital marketing, and customer engagement.

E-commerce, or electronic commerce, is the process of conducting business transactions

online. This primarily includes buying and selling goods or services over the internet, but it
also encompasses other activities like online banking, digital marketing, and online auctions.
Among the most popular forms of e-commerce is online shopping, where consumers can
browse products, compare prices, read reviews, and make purchases from the comfort of their
homes or on the go using smartphones.

The rise of e-commerce has transformed the global retail landscape. Major platforms such as
Amazon, eBay, and countless regional online stores have become essential shopping
destinations. These platforms offer a wide variety of products—from electronics and clothing
to groceries and digital goods—making it possible to shop 24/7 without geographical
limitations.

Online shopping brings numerous advantages, including:

Convenience: Consumers can shop anytime and anywhere.

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Wider Selection: Access to products from global sellers.

Price Comparisons: Easy to compare prices and find deals.

Customer Reviews: Insights from other buyers before making a purchase.

Personalization: Customized recommendations based on browsing and purchase

history.

For businesses, e-commerce provides a cost-effective way to reach larger audiences, reduce
operational costs, and gather valuable customer data to enhance marketing strategies and
improve customer service.

With advances in mobile technology, AI, digital payment systems, and logistics, the e-
commerce sector continues to grow rapidly. Especially after the COVID-19 pandemic, online
shopping became even more vital as people turned to digital platforms to meet their everyday
needs In conclusion, e-commerce has revolutionized the way people shop, offering
convenience, variety, and efficiency. It continues to evolve, shaping the future of retail and
consumer behavior around the world.

Businesses often deploy private Internet-type networks (intranets) for sharing information
and collaborating within the company, usually insulated from the surrounding general
Internet by computer-security systems known as firewalls. Collaborating businesses also
frequently rely on extranets that allow encrypted communication over the Internet.

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Definition:

E-commerce, or electronic commerce, refers to the buying and selling of goods and services
online, primarily over the internet. It involves various aspects like mobile commerce,
electronic funds transfer, supply chain management, and online transaction processing.
Online shopping is a key component of e-commerce, enabling consumers to browse and
purchase items from various platforms without visiting physical stores.

What is E-Commerce?

E-commerce, or electronic commerce, refers to the buying and selling of goods and
services through electronic channels, primarily the internet. It covers a broad range of
business activities, including online retail (also called B2C—Business to Consumer), B2B
(Business to Business) transactions, digital services, and even online banking and ticket
booking. However, one of the most significant aspects of e-commerce is online shopping,
which has become a daily part of modern life.

The Evolution of Online Shopping-

The history of e-commerce dates back to the 1990s when the internet first became publicly
accessible. Companies like Amazon and eBay were pioneers in the field, beginning as online
bookstores and auction sites, respectively. Over time, the internet infrastructure improved,
more people gained access, and consumer trust in online payments increased. This paved the
way for a booming global online retail market.

Today, online shopping is a massive industry worth trillions of dollars globally, with millions
of people buying everything from electronics to groceries online.

E-commerce is the buying and selling of goods and services over the internet. It is conducted
over computers, tablets, smartphones, and other smart devices. Almost anything can be
purchased through e-commerce today, and it has lowered the barriers to entry for many types
of businesses, such as retailers.

E-commerce has experienced an extraordinary evolution since its inception in the late 20th
century. As we find ourselves in this digital cashless society, it's worth reflecting on how far
e-commerce has come, from the early days of simple online transactions to the sophisticated,
personalized shopping experiences we enjoy today.

In the early stages, e-commerce was a basic, functional exchange — an online catalog where
consumers could select products for purchase. The inaugural wave of e-commerce was
marked by novelty as consumers began to navigate the unfamiliar territory of online
shopping. And in the mid to late 1990s, the empires Amazon and eBay were born.

As we entered the new millennium, e-commerce began to mature. To attract customers,

online businesses started utilizing search engine optimization and pay-per-click advertising.
The arrival of Web 2.0 technologies allowed more interactive sites, increasing user

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engagement. Social media networks also rose to prominence, further transforming the
landscape.

ROLE OF E-COMMERCE IN ONLINE SHOPPING

E-commerce plays a central role in shaping and powering the online shopping experience. It
acts as the digital infrastructure that allows businesses and consumers to connect,
communicate, and conduct transactions over the internet. Here's how e-commerce contributes
to and enhances online shopping:

1. Enabling Online Transactions

E-commerce platforms make it possible for consumers to browse, select, purchase, and pay
for goods or services online. It provides the digital tools (websites, apps, shopping carts,
payment gateways) that make transactions quick and seamless.

2. Expanding Market Reach

E-commerce removes geographical boundaries. It allows businesses to sell products
globally, reaching a much larger audience than traditional brick-and-mortar stores. Similarly,
shoppers can access products and services from anywhere in the world.

3. Lowering Operational Costs

Online businesses can operate with lower costs since they don’t need physical stores,
sales staff, or large inventories on-site. This often leads to lower prices for customers and
better profit margins for sellers.

4. Improving Customer Experience

E-commerce platforms use AI and data analytics to offer personalized shopping experiences.
Features like recommended products, smart search, one-click checkout, and user reviews help
consumers make better choices and enjoy a smoother shopping journey.

5. Providing Flexibility and Convenience

With e-commerce, consumers can shop 24/7, compare products and prices, read reviews, and
track orders. This flexibility has made online shopping a preferred method, especially for
people with busy schedules or limited access to physical stores.

6. Supporting Small Businesses

E-commerce gives small and medium-sized enterprises (SMEs) and individual entrepreneurs
a platform to showcase and sell their products without needing a large investment. Platforms
like Etsy, Spotify, and Facebook Marketplace empower local and independent sellers.

7. Driving Innovation

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E-commerce drives the use of advanced technologies like:

Mobile commerce (m-commerce)

Digital wallets

Chabot’s for customer service

Augmented Reality (AR) for virtual product trials

AI for personalization and inventory management

8. Strengthening Supply Chains and Logistics

E-commerce platforms work with logistics and courier companies to provide fast and
reliable delivery, real-time tracking, and easy returns. This enhances the efficiency of
supply chains and ensures better customer satisfaction.

9. Enhancing Data Collection and Marketing

Through e-commerce, businesses can collect valuable data on customer behavior,
preferences, and feedback. This helps improve marketing strategies, personalize ads, and
offer better products.

10. Supporting Contactless Shopping

Especially during the COVID-19 pandemic, e-commerce enabled safe, contactless shopping,
helping people stay home while meeting their daily needs and keeping businesses running.

Extended Role of E-Commerce in Online Shopping

E-commerce is the foundation of online shopping, making it possible for people to buy and
sell through digital platforms without needing physical interactions. It goes beyond just being
a marketplace—it shapes consumer behavior, enables innovation, and transforms how
businesses operate.

1. Creating a Digital Marketplace

E-commerce provides the platforms where sellers can display their products and buyers can
interact with them. Whether it's a dedicated store like Amazon, a personal site built with
Spiffy, or a marketplace like eBay, e-commerce is the core structure allowing this virtual
exchange.

Example: Amazon acts as both a retailer and a third-party seller platform, offering millions of
products across categories from books to electronics.

2. Offering a Personalized Shopping Experience

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Thanks to technologies like artificial intelligence (AI) and machine learning, e-commerce
platforms can analyse customer behavior and offer tailored recommendations.

Example: Netflix recommends shows, and Amazon suggests products based on past
purchases and browsing history, improving user satisfaction and increasing sales.

3. Facilitating Easy and Secure Payments

E-commerce integrates multiple payment methods like credit/debit cards, digital wallets (e.g.,
PayPal, Google Pay), Buy Now, Pay Later options, and even crypto currency in some cases.

Benefit: This flexibility boosts customer trust and increases conversion rates.

4. Providing Multilingual and Multi-Currency Support

E-commerce platforms enable cross-border shopping by offering multi-language
interfaces and currency conversion, helping sellers go global and buyers shop
internationally.

Example: Ali baba allows businesses from China to sell to customers around the world by
supporting multiple languages and currencies.

5. Enabling Real-Time Customer Service

Through Chabot’s, live chats, and automated FAQs, e-commerce platforms offer round

In-Depth Role of E-Commerce in Online Shopping

E-commerce has completely redefined the concept of shopping. It's no longer a place you go
to, but something you do with a few taps. Behind this shift is a vast ecosystem of digital

tools, platforms, and technologies that make online shopping fast, efficient, and increasingly
intelligent. Let’s explore the deeper roles e-commerce plays in transforming how we buy and
sell.

1. Economic Engine and Job Creator

E-commerce has become a major driver of global economic growth, contributing trillions to
GDP across regions. It supports entire industries—tech, logistics, marketing, warehousing,
manufacturing, packaging, and customer service.

Millions of jobs have been created in areas like delivery services (e.g., Amazon Flex),
warehousing (e.g., fulfilment centers), and e-commerce management (e.g., digital marketers,
web developers).

Small and medium enterprises (SMEs) benefit from access to global customers via platforms
like eBay, and Flipkart.

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2. Revolutionizing Retail Business Models

E-commerce has forced traditional retailers to rethink their strategies. Many now use Omni
channel approaches—blending physical stores with online shopping.

Brick-and-mortar stores are becoming experience centers (e.g., Apple Stores) while actual
purchases happen online.

Retailers use click-and-collect, mobile commerce, and live streaming sales (e.g., influencers
selling on TikTok Live).

3. Empowering the Consumer

E-commerce shifts power to the consumer:

Price transparency: Easy to compare prices across platforms.

Informed choices: Access to reviews, ratings, and product videos.

Real-time customer support: Through AI Chabot’s and live agents.

Return flexibility: Try-before-you-buy and easy return policies are now standard.

This empowerment boosts customer satisfaction and loyalty but also forces businesses to
improve consistently.

4. Supporting Global Trade and Digital Inclusion

E-commerce allows sellers in developing countries to reach international markets without

needing physical infrastructure.

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Platforms like Amazon Global Selling and Ali baba let local artisans or manufacturers export
products.

It also promotes financial and digital inclusion by encouraging the use of digital
payments, online banking, and mobile wallets.

5. Data-Driven Personalization and Predictive Shopping

E-commerce platforms collect vast amounts of data on customer behavior. They use this data
for:

Hyper-personalized recommendations

Dynamic pricing strategies

Targeted ads and retargeting

Predictive shopping, where systems suggest or even auto-order recurring items

Example: Amazon’s ―Subscribe & Save‖ or Google Shopping’s auto-recommendation

engine.

6. Transforming Marketing and Advertising

E-commerce has changed marketing from broad and generic to highly targeted and
interactive:

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Email marketing, SMS campaigns, social ads, and push notifications reach users

instantly. Influencer marketing and user-generated content help build trust and

authenticity.

AI can analyze shopping patterns and predict what time and channel are best to reach specific
customers.

7. Sustainable and Ethical Commerce

Consumers are demanding more transparency and responsibility from brands. E-commerce
platforms now play a role in:

Showcasing eco-friendly products

Supporting fair trade and ethical brands

Reducing environmental impact through better packaging and carbon offsets

Example: Amazon’s ―Climate Pledge Friendly‖ product labeling.

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8. Innovation Through Emerging Technologies

The future of e-commerce is being shaped by new technologies:

AR/VR: Try-before-you-buy for furniture, makeup, clothing.

Voice commerce: Shopping via Alexia, Google Assistant.

Block chain: Transparent transactions and secure payments.

AI & ML: Smart recommendations, fraud detection, Chabot’s.

9. Crisis-Resilient Retail Infrastructure

During crises like the COVID-19 pandemic, e-commerce proved to be resilient and essential.
It allowed people to:

Buy essentials safely from home Keep small businesses alive via delivery or curbside pickup

Access digital services (e.g., online learning, virtual health consultations)

E-commerce has now become part of emergency infrastructure in modern society.

IMPACT OF COVID-19 ON ONLINE SHOPPING

The COVID-19 pandemic significantly boosted online shopping. Businesses shifted towards
digital platforms, and consumers embraced online shopping due to lockdowns and safety
concerns. This led to increased e-commerce sales and the wider adoption of contactless
payment systems.

The COVID‐19 pandemic and ensuing lockdown measures have led to an increase in e‐
shopping. Using longitudinal data from before and during the pandemic, we find that the
number of respondents in our study who shop online at least once per week increased nearly
five‐fold between fall 2019 (11.6%) and spring 2020 (51.2%). We estimate a series of
ordered logit models to establish who is responsible for this recent rise in e‐commerce, and
to help assess whether it will be temporary or longer lasting. We then discuss the equity
implications and urban and regional restructuring that this change in e‐shopping behavior
may entail.

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COMPONENTS OF E-COMMERCE

E-commerce, or electronic commerce, encompasses several crucial components that work

together to facilitate online sales and transactions. These include the platform (website or
app), payment processing, customer service, shipping and logistics, and marketing &
engagement strategies.

Order Management System (OMS)

E-commerce (electronic commerce) involves buying and selling goods or services over
the internet. Here are the key components of an e-commerce system:

1. Website/Application Interface
The online storefront where customers browse, select, and purchase products.

Examples: Websites, mobile apps.

2. Product Catalog
A database that lists products or services with descriptions, prices, images, and inventory
levels.

3. Shopping Cart
A virtual cart where users can collect items before checking out.

4. Payment Gateway
A service that processes online payments securely (e.g., PayPal, Stripe, Razor pay).

Manages order processing, tracking, and fulfillment.

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6. Customer Relationship Management (CRM)

Manages customer data, preferences, support, and communication.

7. Supply Chain Management (SCM)

Handles inventory, suppliers, warehousing, and logistics.

8. Security Layer

Ensures data protection via SSL, encryption, firewalls, and secure payment protocols.

9. Marketing and SEO Tools

Tools for email marketing, ads, social media integration, and search engine optimization.

10. Analytics and Reporting

Tracks user behavior, sales performance, and other key metrics.

11. User Account Management

Allows customers to create accounts, view order history, manage returns, save addresses, etc.

12. Content Management System (CMS)

Enables admins to manage website content (product descriptions, blogs, banners, etc.)
without needing to code.

13. Logistics and Delivery System

Integrates with courier services to handle shipping, delivery tracking, and reverse logistics
(returns).

14. Mobile Commerce (M-Commerce)

Optimization for mobile devices including apps, responsive web design, and mobile payment
options.

15. Customer Support Tools

Live chat, Chabot’s, helpdesk integration, FAQs, and ticketing systems to assist users.

16. Affiliate and Referral Systems

Enables partnerships and word-of-mouth promotion by offering commissions to affiliates or

rewards for referrals.

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17. Tax and Compliance Modules

Calculates and manages regional taxes, VAT, GST, and ensures compliance with local e-
commerce laws.

18. Multi-language and Multi-currency Support

Essential for global e-commerce platforms to cater to different languages and currencies.

19. Wish list and Save-for-Later Features

Let customers bookmark items for future consideration.

20. Personalization Engine

Recommends products based on user behavior, preferences, or past purchases (AI-driven).

21. Reviews and Ratings System

Allows users to review products and services, which helps with trust and SEO.

22. Inventory Management System

Real-time tracking of stock levels, automated restocking alerts, and supplier coordination.

23. Return and Refund Processing

Manages return requests, tracks returned products, and handles customer refunds.

24. Third-party Integrations

Integration with ERPs, marketplaces (Amazon, eBay), social platforms, or APIs for extended
functionalities.

25. Search Functionality

Advanced product search with filters, auto-suggestions, and relevance-based results.

26. AI & Machine Learning Integration

Smart recommendations, dynamic pricing, fraud detection, and demand forecasting.

27. Performance Optimization Tools

CDN (Content Delivery Network), image compression, and caching to improve speed
and user experience.

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 CURRENT TRENDS IN E-COMMERCE

Current e-commerce trends for national companies include AI-powered personalization,

Omni channel experiences, social commerce, and subscription models. Additionally,
sustainability and ethical branding are gaining importance, along with the use of augmented
reality (AR) and virtual reality (VR) for immersive shopping experiences. Mobile commerce
continues to grow, and convenient payment options are becoming increasingly important.

Current trends in e-commerce include AI-powered personalization, Omni channel

experiences, social commerce, and the rise of subscription models. These trends are shaping
the online shopping landscape, offering businesses new ways to connect with customers and
increase sales.

Here's a more detailed look at some of the prominent trends:

1. AI-Powered Personalization:

 AI in various aspects:

AI is used to personalize product recommendations, marketing messages, and even the

shopping experience itself.

 Enhanced customer experience:

By understanding individual customer preferences, AI can provide more relevant suggestions

and tailored interactions, leading to higher engagement and conversion rates.

2. Omni channel Experiences:

 Seamless integration:

Businesses are focusing on creating a seamless shopping experience across all

channels, including online, mobile, and brick-and-mortar stores.

 Consistent brand experience:

Omni channel strategies ensure a consistent brand experience and customer journey,
regardless of the channel.

3. Social Commerce:

 Social media as a marketplace:

Social media platforms are becoming increasingly popular as shopping destinations, allowing
users to discover and purchase products directly from within the platform.

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  Influencer marketing:

Social commerce is heavily reliant on influencer marketing, where brands partner with
influencers to promote products to their followers.

4. Subscription Models:

 Recurring revenue:

Subscription models offer businesses a recurring revenue stream, as customers pay a

subscription fee for ongoing access to products or services.

 Convenience and loyalty:

Subscription models provide convenience and encourage customer loyalty, as they allow
customers to enjoy regular deliveries or access to exclusive content.

5. Other Notable Trends:

 Augmented and Virtual Reality:

AR/VR technologies are being used to create immersive shopping experiences, allowing
customers to visualize products in their own environment or explore virtual stores.

 Voice Search:

Voice assistants are becoming increasingly popular for e-commerce, allowing customers to
search for products and make purchases using voice commands.

 Flexible Payment Options:

Businesses are offering a wider range of payment options, including credit cards, debit cards,
digital wallets, and buy now, pay later (BNPL) services.

 Mobile Shopping:

Mobile commerce continues to grow, with a majority of online shopping transactions taking
place on mobile devices.

1. Artificial Intelligence (AI) Integration

Personalization and Customer

Experience: Inventory Management:

Voice Commerce:

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2. Sustainability and Eco-Friendly

Practices Consumer Preferences:

Eco-Friendly Packaging:

Ethical Sourcing and Block chain Transparency:

3. Augmented Reality (AR) and Immersive Shopping

Enhanced Shopping Experience:

Consumer Engagement: A significant percentage of consumers, particularly Gen Z,

show strong interest in AR shopping, with many willing to spend more money if they
could experience and customize products with AR beforehand.

4. Social Commerce

Integration of social media and E-Commerce: Social commerce involves using social media
platforms to facilitate online buying and selling, allowing users to browse and purchase
products without leaving the platform.

Influencer and User-Generated Content: Brands are leveraging influencers and user-
generated content to build trust and drive sales through social commerce channels.

5. Mobile Commerce and Seamless Payment Solutions

Mobile Optimization: With the majority of online shoppers using mobile devices, optimizing
websites and apps for mobile is critical, including features like one-click purchasing and
mobile payment options.

Payment Flexibility: Innovative payment solutions, such as buy-now-pay-later (BNPL)

services and crypto currency options, are gaining traction, catering to diverse customer needs
and improving convenience and accessibility.

6. Subscription-Based Models

Recurring Revenue: Subscription models are becoming increasingly popular, offering

consumers convenience and value, while providing retailers with a steady stream of recurring
revenue.

Customer Engagement: Successful subscription models offer on going value to customers,

such as exclusive products, personalized recommendations, or unique experiences, fostering
long-term relationships.

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7. Headless Commerce

Decoupled Architecture: Headless commerce involves decoupling the front-end (user

interface) from the back-end (underlying infrastructure) of an e-commerce platform, allowing
for greater flexibility and customization.

Omni channel Experiences: This approach enables retailers to create more personalized and
seamless shopping experiences across various channels, ensuring consistency and cohesion.

8. Q-Commerce (Quick Commerce)

Rapid Delivery: Q-commerce focuses on delivering products to customers in less than an

hour, catering to the growing demand for instant gravitation.

9. Hyper-Personalization Through Data Analytics

Customer Segmentation: Companies are using advanced analytics and machine learning to
create micro-segments, offering personalized deals, product recommendations, and
messaging.

Behavior Prediction: AI models predict what users are likely to purchase next, helping
retailers anticipate needs and reduce churn.

10. Zero-Party Data Collection

Privacy-First Strategies: With growing concerns over data privacy and cookie restrictions,
businesses are encouraging customers to share preferences directly (zero-party data) through
quizzes, preferences, and feedback forms.

Consent-Based Marketing: More transparency and control are given to users about how their
data is collected and used.

11. Live stream Shopping (Live Commerce)

Interactive Sales: Think of it as QVC for the digital age. Brands host live product demos with
real-time Q&A, exclusive offers, and influencer hosts.

Mass Adoption in Asia & Emerging Globally: This trend is massive in China and is
expanding quickly in markets like India, the U.S., and the EU.

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 NATIONAL COMPANIES

Blink it: Commerce Private Limited, d/b/a Blink it and formerly Gofers, is an Indian
quick- commerce company owned by Eternal Limited.[5][6][7] It was founded in December
2013 and is based in Gurgaon.[8][9]

Customers of the company use a mobile application to order groceries and essentials online.
Blanket’s employees then secure the items from their warehouse and deliver the items to
the consumer within 10 minutes.[10] By November 2021, the company was delivering
125,000 orders every day.[11] Blink it currently operates in more than 30 cities in India. By
the end of 2021, the company had raised about US$630 million from investors
including Softbank, Tiger Global and Sequoia Capital.[12][13][14]

In 2022, Zomato Limited (now Eternal) acquired Blink it for US$568 million in an all-
stock deal.[15][16]

History

Blink it was founded in December 2013 by AL binder Hondas and Saurabh Kumar as
Gofers.[17] Having met each other while working for Cambridge Systematics during the late
2000s, they teamed up to enter the grocery delivery space. Their goal was to solve the
problems (both on customer as well as merchant end) associated with the unorganized nature
of the sector.[18] The startup piloted in Delhi NCR before reaching other cities in India.[citation
needed]

After seven years of operations as an online grocery delivery service, [19] Blink it
introduced express grocery delivery in India, by building dark stores across cities. In July
2021, the company reported delivering over 7000 groceries in 15 minutes in Gurgaon.[20] A
month

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later, in August 2021, it introduced 10-minute delivery in the top-12 cities, after completing
over 20,000 under-15-minute deliveries per day across 10 cities. [21] On 13 December 2021,
Gofers[22] changed its brand name to Blink it[23] in line with its vision to embrace quick-
commerce.[24][25][26][27]

In March 2022, Blink it fired 1,600 employees and ground staff, nearly 5% of its total
workforce, in an effort to cut the burn rate. Following this, Zomato Limited (now Eternal)
granted a US$150 million loan to Blink it. Zomato had acquired a 10% stake in the
company the year prior.[28][29] Following numerous discussions, on 24 June 2022, Zomato
announced that it would acquire Blink it for US$568 million in an all-stock deal. [15] The
acquisition was completed on 10 August 2022.[16][30]

SERVICES

Blink it primarily delivers groceries, fresh fruits, vegetables, meat, stationery, bakery items,
personal care, baby care and pet care products, snacks, flowers, Ambulance etc.[31]

Formerly Gofers (2013–2021)

Type Private

Industry E -commerce, Online shopping

Founded December 2013; 11 years ago

Founders AL binder Honda Seraph Kumar [1]

Headquarters Gurgaon, Haryana, India

Area served India

Key people AL binder Hondas (CEO)

Services O n l i n e grocer [2]

Revenue Increase ₹23.01 billion (US$270 million) (FY24) [3]

Parent Eternal Limited [4]

Website www.blinkit.com
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 Swiggy

Swiggy is an Indian online food ordering and delivery company. Founded in 2014, Swiggy is
headquartered in Bangalore and operates in more than 580 Indian cities, as of July
2023.[4] Besides food delivery, the platform also provides quick commerce services under the
name Swiggy Instacart, and same-day package deliveries with Swiggy Genie.

It rivals home-grown start up Zomato in food delivery and hyper local marketplace.[5]

History

n 2011, Sriharsha Majesty and Handan Reddy designed an e-commerce website called
Bundle to facilitate courier service and shipping within India. [6] Bundle was halted in 2014
and rebranded to enter the food delivery market. [7] Majesty and Reddy approached Rahul
Jaimini, formerly with Mantra, and founded Swiggy in August 2014.[8][6][7]

By 2015, Swiggy expanded its food delivery operations from just Bengaluru to eight Tier 1
cities across India.[9][10] At the time, the food delivery sector was in turmoil as several notable
startups, such as Food panda (later acquired by Ola Cabs), Tiny Owl (later acquired
by Zomato) and Ola Cafe (later closed) were struggling.[6][7]

In January 2017, Swiggy started its cloud kitchen chain called "The Bowl Company". [11] In
November 2017, Swiggy started a kitchen incubator business called Swiggy Access, opening
a network of ready-to-occupy kitchens for its restaurant partners. [12] By 2019, over 1,000
Swiggy Access kitchens were operational, according to a Tech Crunch report.[13]

In mid-2018, Swiggy was operational in 16 Indian cities, [14] which increased to 500 cities in
2019, matching the scale of rival Zomato.[15]

In early 2019, Swiggy expanded into general product deliveries under the name Swiggy
Stores, sourcing items from local stores.[16][17][18] In September 2019, Swiggy launched the
instant pickup/drop-off service Swiggy Go, allowing customers to
send document or parcel deliveries.[19][20] In April 2020, it rebranded Swiggy Go as Swiggy
Genie.[21] During the COVID-19 pandemic, it began doorstep delivery of alcohol in the states
of Jharkhand, West Bengal and Odessa.[22][23]

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In May 2020, Swiggy laid off 1,100 employees during the COVID-19 pandemic. [24] The
pandemic also resulted in the shutdown of more than three-fourths of its cloud kitchens.[25]

In August 2020, Swiggy launched its instant grocery delivery service called Instacart using a
network of dark stores.[26][27] In early 2021, the company closed Swiggy Stores and expanded
its operations under Instacart.[28]

In 2023, it sold Swiggy Access kitchens to Kitchens@ in a share-swap deal.[29]

In January 2024, Swiggy laid off 400 employees, or 6% of its workforce, ahead of IPO.[30][31]

In April 2024, Swiggy converted itself into a public limited company[32] and confidentially
filed for an initial public offering.[33] Swiggy launched its initial public offering (IPO) in
November 2024 at ₹390 per share, valuing the company at $11.3 billion.[34]

In December 2024, Swiggy launched an events and ticketing service called Scenes.[35

company type Public

Traded as
 NSE: SWIGGY

 BSE: 544289

ISIN INE00H001014

 Online food ordering

Industry
 Q-commerce

Founded August 2014; 10 years ago,

Founders  Sriharsha Majety

 Nandan Reddy

 Rahul Jaimini

Headquarters Bengaluru, Karnataka, India

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 Area served 580+ cities across India

Key people  Sriharsha Majety (CEO)

 Rohit Kapoor (CEO -

Food)

 Phani Kishan Addepalli

(CEO - Instacart)

 Rahul Bohra (CFO)

 Madhusudhan Rao (CTO)

Services  Food delivery

 Online grocery

 Courier

Revenue ₹11,247 core (US$1.3

billion)
(FY24)[1]

Net income ₹−2,350

core (US$−270 million) (FY24)[1]

Owners Proses (30.95%)

Softbank (7.75%)
Sriharsha Majety (6.23%)
Accel (6.08%)[2]

Number of 6,000 (2023)[3]

employees

Subsidiaries  Insanely Good

 Dine out

Website www.swiggy.com

31
21
 Flipkart

Flipkart Private Limited is an Indian e-commerce company, headquartered in Bangalore,

and incorporated in Singapore as a private limited company. The company initially focused
on online book sales before expanding into other product categories such as consumer
electronics, fashion, home essentials, groceries, and lifestyle products. [5][6] In 2025, the
company shifted domicile from Singapore to India.[7]

The service competes primarily with Amazon India and domestic rival Snap deal.[8][9] As of
FY23, Flipkart held a 48% market share in the Indian e-commerce industry. [10] Flipkart has a
dominant position in the apparel segment, bolstered by its acquisition of Mantra, and was
described as being "neck and neck" with Amazon in the sale of electronics and mobile
phones.[11]

History

2007–2010: Start-up phase

[edit]

Flipkart was founded in October 2007 in Bangalore[12] by Sachin Bansal and Binny Bansal,
alumni of the IIT Delhi and former Amazon employees.[13][14][15] The company was started
from a two-bedroom apartment in Bengaluru. The initial investment was provided by their
families, which was INR 2 Lakh from each family. The website was kicked off in October
2007 and the company was only limited to selling books at that time country-wide
shipping.[16] Flipkart slowly grew in prominence and was receiving 100 orders per day by
2008.[17] Flipkart acquired We Read in 2010 from Lulu.com that helped it build its
foundational strength which was the digital retail of books. This space was otherwise only
shared by very limited number of players at that time in the market, such as Landmark and
Infineum. Flipkart used aggressive discounts and focused on customer service to move
towards a leadership position in the market. We Read consisted of a large network of
readers (~3 million) with around 60 million books. The platform also noted information
that was user generated – such as people marking a book as favorite or leaving a review or
rating. We Read, because of its utility to community and independent nature maintained its
brand identity even after acquisition[18][19]

22
2011–2014: Growth, mergers and acquisitions
[edit]

In 2011, Flipkart acquired the digital distribution business Mime360.com[20] and the digital
content library of the Bollywood portal Champak.[21] Following the acquisition, Flipkart
launched its DRM-free Digital music store Flybe in 2012. Due to competition from free
streaming sites, Flyte was unsuccessful and shut down in June 2013. [22][23][24][25] Mime360
was a content distributor that used HTTP-based encryption technology that allows for fast
and secure data delivery. It distributed music, media and games using its distribution
platform.[26]

With its eyes on India's retail market, Flipkart acquired Lets buy, an online electronics
retailer,[27] in 2012, and Myntra, an online fashion retailer, for US$280 million in May
2014.[28] Myntra continues to operate alongside Flipkart as a standalone subsidiary focusing
on separate market segments.[29]

In October 2014, Flipkart reprised the Big Billion Days event as a multi-day event exclusive
to the Flipkart app. Flipkart bolstered its supply chain and introduced more fulfilment centers
to meet customer demand.[30] Flipkart achieved a gross merchandise volume of US$300
million during the event, with the largest volumes coming from fashion sales and the largest
value coming from mobiles.[31]

In 2014, Flipkart invested in Nepal to strengthen the mobile payment services since there was
an increased focus on mobile ecommerce; Flipkart reported that mobile ecommerce was
contributing 50% of its sales. Investment in Nepal was followed by Flipkart shutting Pay
zippy – the in-house payment gateway and merged it with Nepal. The Nepal mobile
application could be used to buy services and products through the mobile phones.[32]

2015–2018
[edit]

In April 2015, Flipkart acquired Palpitate, a Delhi-based mobile marketing automation firm.
Flipkart stated that it would use Capitate’s technology to enhance its mobile services. [33] In
December 2015, Flipkart purchased a stake of around 34% (at a deal of around $260 million)
[34]
in the digital mapping provider Map my India.[35] The company also invested in the UPI
mobile payments start up Ponape same year.[36][37] The two entities, Ponape and Flipkart,
separated as two different companies later.[38]

In 2016, Flipkart acquired the online fashion retailer Jabong.com from Rocket Internet for
US$70 million and in January 2017, Flipkart made a US$2 million investment in Tiny Step,
a parenting information startup.[39]

In 2017, Flipkart sold 1.3 million phones in 20 hours on 21 September during its Big
Billion Days promotion, doubling the number sold on the first day of the same event in
23
2016.[40] Flipkart held a 51% share of all Indian smartphone shipments in 2017, overtaking
Amazon India (33%).[41]

In April 2017, eBay announced that it would sell its Indian subsidiary, eBay.in, to Flipkart
and invest US$500 million in the company. While eBay suggested that the partnership would
allow Flipkart to access eBay's network of international vendors, these plans never came to
fruition.[42][43] In July 2017, Flipkart made an offer to acquire its main domestic competitor,
Snap deal, for US$700 to 800 million. It was rejected by Snap deal, which was seeking at
least US$1 billion.[44]

In August 2018, American retail chain Wal-Mart acquired a 77% controlling stake in Flipkart
for US$16 billion, valuing Flipkart at around US$20 billion. [45] Flipkart is valued at $37.6
billion as of 2022.[46]

Company Subsidiary
type

Industry E-commerce

Founded 2007; 18 years ago

Sachin Bansal
Founders
Binny Bansal

Headquarters Bangalore, Karnataka, India

(operational HQ)
Singapore (legal domicile)
Area served India

Key people Kalyan Krishnamurthi (CEO)[1]

Services Online shopping

Revenue ₹70,541
core (US$8.2 billion) (2024)

Net income ₹−4,248

core (US$−500 million) (2024)

24
 REVIEW OF LITERATURE

A literature review is a comprehensive summary and critical analysis of existing research on

a specific topic. It provides an overview of current knowledge, identifies gaps, and highlights
key findings. Essentially, it's a survey of scholarly sources that allows you to understand the
existing research landscape and justify your own research questions.

What is a Literature Review?

A literature review is a critical summary of existing research on a specific topic. It

shows your understanding of key works, trends, debates, and gaps in the field.

Purpose of a Literature Review

To summarize existing knowledge

To identify gaps or inconsistencies in the literature

to show how your research fits into the broader field

To help you build a theoretical framework or methodology

Structure of a Literature Review

1. Introduction
Define the topic and scope of the review

Explain the importance of the topic

State the objectives of the review

2. Thematic or Chronological Body

You can organize this section in different ways:

Thematic: Group studies by themes, concepts, or trends

Chronological: Present studies in order of publication to show development over time

Methodological: Compare how different studies approached the topic methodologically

Each paragraph or section should:

Summarize relevant studies

Critically analyses strengths and weaknesses

Highlight patterns, contradictions, or gaps

25
3. Synthesis and Discussion Bring
together the key findings Discuss what

the literature says overall

Point out what is missing or under-researched

4. Conclusion
Summarize key points

State how your research will contribute to filling the gaps

5. References
Include full citations in your chosen referencing style (APA, MLA, Chicago,

etc.) Deep Dive: Writing an Effective Literature Review

1. Choosing Sources

Select credible, peer-reviewed, and up-to-date sources such as:

Academic journal articles

Books by reputable scholars

Conference papers

Government or NGO reports (if relevant)

Use databases like:

Google Scholar

JSTOR

PubMed (for health/medicine)

Science Direct

Scopus

Make sure to include both seminal works (foundational theories or studies) and recent studies
(to reflect current understanding

26
2. Reading and Note-Taking

As you read each source:

Note the main argument or findings

Jot down methods used and sample sizes

Identify strengths/weaknesses

Record how the study connects to your topic

Tools like Zoster, Mendeleyev, or EndNote help organize your citations and notes.

3. Critical Analysis, Not Just Summary

A good literature review is not just a list of studies. It should:

Compare and contrast studies

Show evolution of thought

Highlight contradictions or debates

Evaluate methodologies and results

Identify what is missing or not yet explored

4. Technological Advancements

Mobile Commerce (M-Commerce): With the rise of smartphones and tablets, mobile
commerce has become a dominant trend. According to a report by Statista, m-commerce
sales worldwide reached $3.56 trillion in 2021 and are expected to grow further. Mobile apps
provide an immersive shopping experience, enabling features like AR-based product
visualization (Kurniawan et al., 2018).

Artificial Intelligence and Machine Learning: AI-driven tools like chatbots, product
recommendations, and dynamic pricing have transformed the way businesses interact with
customers. AI enables e-commerce platforms to tailor offerings, predict trends, and optimize
the supply chain (Zhang et al., 2020).

Augmented Reality (AR): AR technology is increasingly being integrated into online

shopping experiences, allowing customers to visualize products in real-world settings before
purchasing. This technology is especially prevalent in the furniture and fashion industries
(Poutine & Vasquez, 2017).

27
5. Challenges and Barriers

Logistics and Delivery Issues: While many consumers enjoy the convenience of home
delivery, e-commerce companies face challenges related to logistics, especially with global
shipments. Delivery times, costs, and supply chain disruptions (e.g., the COVID-19
pandemic) can negatively impact customer satisfaction (Hübner et al., 2016).

Return and Refund Policies: Managing returns remains a critical challenge for online
retailers, as the inability to try products before purchase increases the likelihood of returns.
Many companies are investing in systems to handle returns efficiently to minimize costs and
enhance customer satisfaction (McKinsey & Company, 2020).

Cybersecurity and Fraud: As e-commerce grows, so does the risk of cyber threats. Data
breaches, hacking, and fraud are major concerns for both consumers and businesses. Studies
show that improving cybersecurity measures remains essential to maintaining consumer trust
(Gibson et al., 2019).

6. Future Trends in E-Commerce

Sustainability: With increasing consumer awareness around environmental issues, there’s a

growing trend towards sustainable and eco-friendly e-commerce practices. This includes the
use of recyclable packaging, reducing carbon footprints, and supporting ethical production
processes (Choi et al., 2021).

Voice Commerce: The integration of voice assistants like Amazon's Alexa and Google
Assistant into the shopping experience is expected to continue growing. Voice commerce is
predicted to become a major channel, especially with younger demographics (Bardhan et
al., 2020).

Social Commerce: Social media platforms like Instagram, Facebook, and TikTok have begun
integrating shopping features, allowing users to make purchases directly from posts. This
fusion of social media and e-commerce is opening up new ways for businesses to engage
with customers (Chen et al., 2021).

7. Conclusion

E-commerce has evolved from a niche online activity to a dominant force in global retail.
With technological advancements and evolving consumer behaviors, it’s clear that online
shopping will continue to shape the future of commerce. However, businesses must address
challenges like cybersecurity, logistics, and sustainability to ensure continued success in the
digital age.

8. Consumer Trust and Online Shopping

Trust is a critical element that influences the behavior of online shoppers. As e-commerce
grows, maintaining customer trust has become increasingly complex but crucial for
continued success. A variety of factors influence this trust:

28
Website Security: Secure payment gateways, encryption, and SSL certificates are
foundational to ensuring that consumer data remains private and protected. Studies show that
the use of secure payment methods (e.g., PayPal, credit card with fraud protection) increases
the likelihood of consumers making a purchase (Lee & Turban, 2001).

Reputation Systems: Consumer reviews, ratings, and feedback mechanisms are increasingly
shaping purchasing decisions. Trust in reviews, however, is a double-edged sword: while
they help build consumer confidence, they can also be manipulated through fake reviews
(Chevalier & Goolsbee, 2003).

Customer Service: Transparent and responsive customer service practices are critical in
ensuring that consumers feel confident in their purchasing decisions. Responsive chatbots,
easy-to-find return policies, and guarantees enhance consumer trust (Gefen et al., 2003).

9. The Role of Social Media in E-Commerce

Social media platforms have rapidly transformed from social interaction hubs to key
components of the e-commerce ecosystem. The integration of shopping features into
platforms like Instagram, Facebook, Pinterest, and TikTok has redefined how consumers
discover and purchase products.

Influencer Marketing: Influencers, particularly in fashion, beauty, and lifestyle sectors, have
reshaped the marketing landscape. Influencers drive purchasing decisions by endorsing
products directly through social media channels. This type of marketing has a higher
perceived level of trust than traditional advertising (Jin & Phua, 2014).

Social Proof and User-Generated Content: social media enables brands to leverage user-
generated content (UGC) to promote products. Posts by real customers showcasing products
build social proof and influence purchase decisions. UGC is often seen as more authentic and
relatable compared to traditional advertising (Huang & Benyoucef, 2013).

Social Commerce: With platforms like Instagram and Facebook offering ―shoppable‖ posts,
the lines between social interaction and shopping are blurring. Social commerce combines
product discovery, interaction, and purchasing all within the same platform, offering a
seamless shopping experience (Liao et al., 2019).

Shoppable Videos: Platforms like TikTok and YouTube have introduced features that allow
users to purchase products directly from video content. This trend aligns with the increasing
integration of video content into e-commerce strategies, providing a more engaging and
interactive shopping experience (Chaffey, 2020)

10. Emerging Markets and E-Commerce Growth

As developed markets mature, emerging economies are becoming the new frontiers for e-
commerce growth. According to a report from Bain & Company, e-commerce penetration in
developing markets has increased dramatically, with countries like India, China, Brazil, and
parts of Africa leading the way.

29
Asia-Pacific Dominance: China has become a global leader in e-commerce, with giants like
Alibaba, JD.com, and Pendulous dominating the market. With internet penetration and
mobile commerce usage growing rapidly in the region, Asia-Pacific is expected to account
for more than half of global e-commerce sales by 2025 (McKinsey, 2021).

Cross-Border E-Commerce: As e-commerce companies expand internationally, there’s a

growing trend of cross-border e-commerce, where consumers buy products from international
retailers. Cross-border shopping is especially common in emerging markets, where local
options may be limited or expensive (Liu & Liang, 2019).

E-Commerce in Africa: E-commerce in Africa is experiencing rapid growth due to improved

internet connectivity and mobile payment solutions (e.g., M-Pesa in Kenya). The African
market is predicted to see significant e-commerce growth in the coming years, driven by
youth demographics and mobile-first internet usage (UNCTAD, 2021).

Payment Systems and Logistics Challenges: In emerging markets, while e-commerce growth
is robust, challenges remain. Payment systems, logistics infrastructure, and trust in online
transactions can limit the expansion of e-commerce. Companies operating in these markets
must innovate to overcome these hurdles, including providing localized payment options and
efficient delivery services (Chiu et al., 2020).

12. Sustainability and Ethical Considerations in E-Commerce

With increasing consumer awareness about sustainability, businesses in the e-commerce

sector are under pressure to adopt eco-friendly practices.

Sustainable Packaging: Consumers are increasingly concerned with the environmental

impact of packaging materials. E-commerce companies are adopting more sustainable
options, such as biodegradable or recyclable packaging, to align with customer values
(Bokken et al., 2016).

Green Logistics: Green logistics, which focuses on reducing carbon emissions and
minimizing environmental impact in transportation and delivery, is becoming a key area of
focus for e-commerce players. Companies like Amazon and UPS are experimenting with
electric vehicles and drone deliveries to reduce their environmental footprint (Banister,
2018).

Circular Economy: E-commerce companies are also embracing the concept of a circular
economy, where products are designed for reuse, recycling, and resale. For example,
companies like Throup and Postmark are creating second-hand marketplaces that allow
consumers to buy and sell used goods, especially in the fashion industry (Geiss Doerfer et
al., 2017).

30
 RESEARCH GAP

A research gap is an unanswered question or an unresolved problem in a field of study where

existing research lacks sufficient information or has not yet explored a particular area. It
represents a void in knowledge that new research can address, helping to advance
understanding in that field.

In simpler terms, a research gap is a missing piece in the puzzle of knowledge. It can be a
topic that hasn't been studied at all, a question that hasn't been answered, or a gap in the
methods used to study a particular area.

A research gap refers to an area where existing studies are lacking or where further
exploration is needed. It’s the ―missing piece‖ in the current understanding of a topic.
Identifying a research gap is key to justifying your own research, especially in theses,
dissertations, or academic papers.

Here are common types of research gaps:

1. Evidence Gap – When there's little or no empirical evidence on a topic.

37

2. Knowledge Gap – When a topic hasn’t been fully explored or is not well understood.

3. Methodological Gap – When existing studies use the same methods, and new
methods might reveal different insights.

4. Population Gap – When a certain group (age, region, culture) has been
underrepresented in existing studies.

5. Theoretical Gap – When current theories don’t fully explain a phenomenon or conflict
with each other.

6. Practical Gap – When research hasn't yet addressed how findings can be applied in
real-world settings.

More Types of Research Gaps

7. Contradictory Findings Gap

When studies on the same topic show conflicting results, suggesting a need for clarification.

Example: Some studies show that social media increases anxiety in teens, others suggest it
reduces loneliness.

8. Out-dated Literature Gap

When previous research is old or based on out dated data/technology.
31
Example: A 2005 study on mobile learning may be irrelevant today due to the rise
of smartphones and AI.

9. Contextual Gap
When research is done in one context (e.g., developed countries), but not in others (e.g.,
developing countries).

Example: E-learning effectiveness studied mostly in the U.S. but not in rural African schools.

10. Policy or Practice Gap

When there is a disconnect between academic research and policy or practice.

Example: Research supports climate change action, but local policy fails to implement it.

Conclusion on Research Gaps

Identifying a research gap is essential for advancing academic knowledge and ensuring
that new studies are relevant and impactful. A research gap highlights areas where existing
literature is insufficient, outdated, or lacks depth—whether in theory, method, population.

11. E-Commerce and the Digital Divide

Gap: While much focus has been placed on the growth of e-commerce, the digital divide—
the disparity between those who have access to digital technologies and those who do not—
has received limited attention in the context of e-commerce.

Research Question: How does the digital divide (e.g., access to smartphones, the internet)
affect e-commerce adoption in both developed and developing countries, and what
strategies can businesses adopt to bridge this gap?

Justification: As e-commerce continues to grow, understanding how the digital divide

affects access to online shopping is critical for businesses aiming to serve underserved or
marginalized communities.

12. Consumer Loyalty in the Age of E-Commerce

Gap: While consumer loyalty is a key goal for e-commerce businesses, the mechanisms
behind online consumer loyalty (e.g., factors beyond price, such as brand trust,
convenience, personalization) need more detailed exploration.

Research Question: What are the key drivers of consumer loyalty in e-commerce, particularly
in highly competitive markets, and how can e-commerce companies foster long-term
relationships with customers?

Justification: Understanding how customer loyalty works in the online space, where
switching costs are low and competition is high, will help e-commerce businesses retain
customers and reduce churn.

32
 Importance

E-commerce has transformed the way people shop, enabling businesses to reach global
markets and consumers to access a vast array of products and services from the comfort of
their homes. The importance of e-commerce in online shopping is not only evident in terms
of economic growth but also in shaping consumer behavior, enhancing convenience, and
driving innovations in logistics, marketing, and customer experience. Below is a
comprehensive review of the literature regarding the importance of e-commerce in the
context of online shopping.

1. Economic Impact and Market Growth

Global Growth of E-Commerce: E-commerce has become a significant driver of the global
economy. According to a report by the United Nations Conference on Trade and
Development (UNCTAD), global e-commerce sales exceeded $26 trillion in 2019,
demonstrating the exponential growth of the sector over the last two decades (UNCTAD,
2020). The sector's growth is primarily driven by the increasing adoption of internet access,
mobile technology, and secure online payment systems (Morrar et al., 2020).

Contribution to GDP and Employment: In many countries, e-commerce has contributed

significantly to Gross Domestic Product (GDP). The rise of online shopping has led to the
creation of new job categories, such as digital marketing professionals, e-commerce platform
developers, customer service representatives, and logistics specialists (Zengler, 2021).

2. Consumer Convenience and Accessibility

24/7 Accessibility: One of the primary reasons consumers prefer online shopping is the
convenience it offers. E-commerce platforms are open 24/7, allowing consumers to shop
whenever they choose without the restrictions of physical store hours (Chaffey, 2019). This
availability is particularly beneficial for individuals with busy schedules or those living in
remote areas with limited access to brick-and-mortar stores.

Global Reach and Variety: E-commerce provides access to a global marketplace, enabling
consumers to purchase goods from different parts of the world, sometimes at lower prices
than available locally (Morrison, 2020). This global reach has democratized shopping and
provided consumers with a wider variety of products, often with detailed information on
product features, reviews, and ratings.

Personalization: Online shopping platforms use data analytics and artificial intelligence
(AI) to personalize the shopping experience. Consumers are shown product
recommendations based on their browsing history, past purchases, and preferences,
enhancing the shopping experience and increasing purchase likelihood (Linton et al., 2021).

3. Cost Efficiency and Competitive Pricing

Lower Overheads for Retailers: E-commerce allows businesses to reduce operational costs
associated with physical stores, such as rent, utilities, and staffing. This cost reduction
often
33
leads to lower prices for consumers (Sullivan, 2021). Additionally, online retailers can
dynamically adjust prices based on demand, competition, and consumer behavior, which
allows for more competitive pricing strategies.

Price Transparency: E-commerce has increased price transparency by enabling consumers to

compare prices across multiple retailers at the click of a button (Klaus & Makan, 2013). This
ability to compare prices empowers consumers to make more informed purchasing decisions,
driving competition among businesses to offer better deals or value-added services.

4. Logistical Innovations and Supply Chain Efficiency

Advances in Supply Chain Management: E-commerce has forced businesses to innovate in

logistics, resulting in improvements in supply chain management. From automated
warehouses and real-time inventory tracking to the development of smart delivery systems,
the efficiency of e-commerce logistics has been a key factor in enhancing the overall
shopping experience (Li et al., 2020). These innovations have led to faster delivery times and
reduced costs.

Last-Mile Delivery: The "last mile" delivery challenge—getting products to consumers'

doorsteps—has become an area of intense focus. Innovations in drone delivery, autonomous
vehicles, and local courier services are making it easier and faster for consumers to receive
their orders, sometimes within hours (Hao et al., 2019). These innovations are expected to
continue to evolve as consumer expectations for faster delivery times increase.

5. Consumer Empowerment and Information Accessibility

Informed Purchasing Decisions: The rise of e-commerce has empowered consumers by

providing them with more information than ever before. Product reviews, ratings, comparison
tools, and detailed descriptions are available at the click of a button, allowing consumers to
make more informed purchasing decisions (Chevalier & Goolsbee, 2003). This transparency
helps consumers avoid the risks associated with purchasing poor-quality products and
enhances their confidence in online shopping.

Empowering Niche Markets: E-commerce platforms also support niche markets that may
have been underserved by traditional brick-and-mortar retail. These markets can thrive
online, where businesses can cater to specific consumer needs that might not be profitable in
a physical store setting (Anderson, 2006).

34
 RESEARCH METHODOLOGY

Research methodology refers to the systematic and practical "how" of conducting a research
study. It involves the specific procedures and techniques used to identify, select, process, and
analyses information about a topic to uncover new knowledge. Essentially, it's a detailed
plan outlining how a researcher will approach their research project, ensuring valid and
reliable results that address the research aims and objectives.

DEFINITION OF THE PROBLEM

In research methodology, a research problem is a specific, well-defined issue or question that

the researcher aims to investigate or address through systematic inquiry. It's the central focus
of the research and serves as the foundation for the entire project, guiding the research
process and shaping the investigation's direction.

OBJECTIVES OF THE STUDY

Study objectives are specific, measurable, achievable, relevant, and time-bound (SMART)
statements that define what a study aims to achieve. They clarify the research question,
identify key variables, outline the research methodology, and maintain focus. Objectives
translate the broad aim of a study into actionable steps, ensuring the research is purposefully
aligned with the problem being investigated.

HYPOTHESIS OF THE STUDY

A hypothesis in a study is a testable prediction about the relationship between two or more
variables, acting as a tentative answer to a research question. It guides the direction of the
study and is based on prior observations or existing theories.

RESEARCH DESIGN

A research design is a detailed plan outlining how a study will be conducted to answer a
specific research question. It includes the overall approach, methods for collecting and
analyzing data, and the specific procedures for addressing the research problem. Research
designs are crucial for ensuring a study is organized, efficient, and provides valid and reliable
results.

35
 DATA COLLECTION METHODS

Data collection methods are procedures used to gather information for research or
analysis. Common methods include surveys, interviews, observations, focus groups, and
experiments. These methods can be broadly categorized as primary and secondary, with
primary methods involving direct data collection and secondary methods relying on existing
data.

ANALYSIS AND INTERPRETATION

Analysis involves dissecting something into its component parts to understand its structure
and function, while interpretation is about understanding the meaning and significance of
those parts and their relationships. Analysis is a more objective process focused on facts and
observations, whereas interpretation is more subjective and involves drawing conclusions and
making inferences.

Identification of factors influencing the consumer buying behavior of online shopping –

36
Several factors influence consumer buying behavior in online shopping, including website
design, ease of use, price, product selection, security, and perceived risk. Social factors like
reviews and recommendations also play a significant role.

GENDER WISE CLASSIFICATION

37
In a study of 200 respondents, 81% were male and 19% were female. Another study found
that 66% of respondents identified as male and 34% as female. A separate analysis of papas
manufacturing business revealed that 92.86% of male respondents and 7.14% of female
respondents were involved.

AGE WISE CLASSFICATION

Age-wise classification involves grouping individuals into different categories based on their
age. Common age groupings include childhood, adolescence, adulthood, and senior
adulthood. Within these broad categories, further subdivisions can be made, such as infancy,
early childhood, and middle adulthood.

According to a survey by Rakutenchi Insight on online shopping behavior in India

conducted in June 2022, 89 present of consumers in the age group of 35 to 44 years used
smartphones or mobiles to shop online. In comparison, 44 present of consumers in the age
group of 23 to 34 years old used laptops for online shopping.

75% of the Indian shoppers are aged between 18 to 44, reveals IPG Media brands in
collaboration with Google. The report further revealed that 62% of online shoppers have
medium to high household income. Additionally, five states – Maharashtra (16%), Delhi

38
(12%), Karnataka (9%), West Bengal (9%), and Tamil Nadu (8%) – account for over half of
online shoppers.

The report was conducted with 7000 consumers across India, focusing on 18 key categories.
The report further reveals that social commerce is not ready to be a sales channel. However, it
is becoming the most important point of discovery and influence. The findings highlight a
notable increase in emergency purchases, with quick commerce significantly boosting
transactions in categories such as food, groceries, and baby products. It also underscores the
growing reliance on recommendations and reviews, particularly for high-value items like
electronics and furniture, where shoppers increasingly seek expert opinions before making a
purchase.

39
 OCCUOATION WISE CLASSIFICATION

Online shopping preferences can be classified by occupation to understand how different job
types might influence purchasing behaviors. For example, professionals might prioritize
convenience and efficiency, while those in creative fields may be more interested in unique
or niche products.

Here's a breakdown of potential occupational classifications and their online shopping

tendencies:

1. Professionals (e.g., doctors, lawyers, engineers):

 Focus: Efficiency, convenience, and reliable products.

 Online Shopping: May prefer subscriptions, bulk purchases for office supplies, and
quick delivery options. They might be more inclined to use online platforms for
professional services and research.

 Example: A lawyer might use an online platform for legal research databases or order
office supplies in bulk.

2. Tech Workers (e.g., software developers, IT specialists):

 Focus: Tech-related products, gadgets, and software.

 Online Shopping: Likely to spend more time researching and comparing

products, and may be early adopters of new technologies. They may be more
interested in online communities and forums related to tech.

 Example: A software developer might purchase programming tools, hardware,

and online courses.

Sales and Marketing Professionals:

Focus: Marketing materials, promotional items, and tools for online sales. Example: A
marketing professional might purchase ad campaigns, social media tools, or
marketing software.

COMPARATIVE ANALYSIS BETWEEN ONLINE AND OFFLINE SHOPPING

APPROACH AND BEHAVIOR OF CONSUMER

Online and offline shopping present distinct approaches and impact consumer
behavior. Online shopping offers convenience, 24/7 access, and a wider variety of products,
while offline shopping allows for immediate gratification, tactile experience, and
personalized service. Consumer preferences and purchase decisions are influenced by factors
like price sensitivity, the need for immediate access, and the desire for sensory experience.

Online Shopping:

40
  Convenience and Accessibility:

Online shopping allows consumers to browse and purchase products anytime, anywhere,
making it ideal for busy individuals.

 Wider Product Variety:

Online platforms often offer a wider selection of products compared to traditional brick-and-
mortar stores.

 Price Comparison:

Consumers can easily compare prices across different online retailers.

 Discounts and Promotions:

Online retailers often offer discounts and promotions to attract customers.

 Customer Reviews and Ratings:

Online platforms provide access to customer reviews and ratings, aiding in purchase
decisions.
Offline Shopping:

 Tactile Experience: Offline shopping allows consumers to see, touch, and potentially
try out products before purchasing.

 Immediate Gratification: Offline shopping offers immediate access to

purchased items.

 Personalized Service: Customers can receive personalized service and advice

from sales associates.

 Physical Observation: Offline shopping allows consumers to assess product quality,

size, and fit first-hand.

 Bargaining and Negotiation: Offline shopping often allows for bargaining and price
negotiation.

Consumer Behavior:

 Price Sensitivity:

Consumers may be more likely to shop online if they can find better deals or if the
desired product is not available locally.

 Need for Immediate Access:

Consumers who require a product immediately may prefer offline shopping for immediate
gratification.
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  Desire for Sensory Experience:

Consumers who value the tactile experience of shopping may prefer offline shopping.

 Trust and Reliability:

Consumers' trust in online retailers can influence their purchase decisions.

 Perception of Quality:

Some studies suggest that consumers may perceive products purchased online as lower in
quality than those purchased offline.

FACTORS AFFECTING ONLINE SHOPPING BEHAVIOUS

Several factors influence online shopping behavior. These can be grouped into different
categories:

1. Personal Factors

Age & Gender: Younger people tend to shop online more frequently; gender may influence
product preferences.

Income Level: Higher income often correlates with greater online spending.

Education: More educated consumers may be more comfortable with technology and online
transactions.

Lifestyle: Busy individuals may prefer the convenience of online shopping.

2. Psychological Factors

Perceived Risk: Concerns over payment security, privacy, and product authenticity can deter
purchases.

Trust: Trust in the website or brand greatly influences the willingness to buy.

Attitude & Perception: Positive past experiences and brand image matter a lot.

Impulse Buying Tendency: Easy access and targeted ads often lead to spontaneous purchases.

3. Social Factors

Influence of Friends & Family: Recommendations or reviews can heavily influence

buying decisions.

Social media: Ads and influencers can sway choices and introduce new products.

4. Technology & Website Factors

Website Design & Usability: A clean, easy-to-navigate site boosts user experience.
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Mobile Friendliness: Optimized mobile interfaces are critical, especially in regions with high
mobile use.
Search Functionality & Filters: Helpful tools make it easier to find and purchase items.

FACTORS AFFECTING OFFLINE SHOPPING BEHAVIOUR

Offline shopping behavior is influenced by a mix of personal, psychological, social, and

situational factors. Here are some key ones:

1. Personal Factors

Age & Gender: Preferences can differ widely across demographics.

Income & Occupation: Higher income can lead to brand consciousness;

job

2. Situational Factors

Store Environment: Lighting, music, cleanliness, layout, and scent can impact mood
and decisions.

Time Available: Shoppers in a hurry may make quicker, less-considered purchases.

Weather & Season: Cold weather may discourage trips; seasons influence demand
(e.g., holiday shopping).

Promotions & Discounts: In-store deals, samples, or limited-time offers often trigger impulse
buying.

3. Economic Factors

Price Sensitivity: If inflation is high or money is tight, people may shop less or choose
cheaper options.

Local Economic Conditions: Job markets or local prosperity can affect shopping frequency
and volume.

Payment Options: Availability of cashless payments or credit can ease purchase decisions.

4. Product-Related Factors

Product Availability: In-stock items, size options, and new arrivals encourage repeat visits.

Product Quality: Shoppers often assess quality in-store through touch, feel, or trying it out.

Variety & Brand Selection: Wider choice can increase the chance of a sale.

5. Customer Service

Staff Behavior: Friendly, helpful staff create a positive experience that boosts
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loyalty. Checkout Experience: Long queues or slow service can turn customers away.

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 CONCLUSION AND RECOMANDATION

CONCLUSION-:

In conclusion, e-commerce and online shopping represent a significant shift in the retail
landscape, offering convenience, wider product selection, and often lower prices. However,
potential drawbacks include security concerns, the risk of receiving faulty goods, and the
impersonal nature of the experience. Recommendations for the future include prioritizing
security measures for online transactions, ensuring fair returns and refunds policies, and
exploring ways to integrate the online shopping experience with physical retail locations for
a more holistic customer experience.

E-commerce online shopping has transformed the way consumers buy goods and services by
providing greater convenience, wider product selection, and competitive pricing. It offers
businesses the opportunity to reach a global audience and operate more efficiently. While the
sector continues to grow rapidly, it also faces challenges such as security concerns, delivery
logistics, and maintaining customer trust. Overall, e-commerce has become an essential part
of modern retail, shaping the future of how people shop.

E-commerce online shopping has significantly reshaped the global retail landscape by
offering unparalleled convenience, accessibility, and variety. Consumers can now shop from
the comfort of their homes, compare products easily, read reviews, and make informed
purchasing decisions at any time. This digital transformation has empowered businesses to
operate beyond geographical boundaries, reduce operational costs, and personalize customer
experiences using data and analytics.

Despite its numerous advantages, e-commerce also presents certain challenges, including data
privacy concerns, online fraud, logistical complexities, and the lack of physical interaction.

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RECOMANDATION-:

1. Improve Customer Trust: E-commerce platforms should invest in stronger cyber security
measures and transparent privacy policies to ensure customer data is safe.

2. Enhance User Experience: A smooth, intuitive website or app design, along

with personalized recommendations, can significantly improve customer
satisfaction.

3. Strengthen Logistics: Fast, reliable, and traceable delivery services enhance

customer confidence and loyalty.

4. Offer Excellent Customer Service: Providing 24/7 support, easy return policies, and
quick resolution of complaints increases user satisfaction and trust.

5. Embrace Emerging Technologies: Incorporating AI, AR/VR, and catboats can enrich the
shopping experience and streamline operations.

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 FINDINGS OF THE STUDY

In research, findings are the factual results obtained from data collection, while conclusions
are interpretations and judgments drawn from those findings. Findings represent what was
discovered, while conclusions offer an understanding of what that discovery means.

Findings are typically presented as a summary of the raw data or results of a study,
experiment, or investigation. They are objective statements of what was observed and
measured.

Conclusions, on the other hand, are the inferences, interpretations, and judgments made based
on the findings. They answer research questions, explain the significance of the findings, and
may suggest future research directions.

A national Executive Committee is responsible for the planning and implementation of the
programmed. The Committee comprises the two national coordinators and two
representatives of the Argentinean Association of Technicians in Chemotherapy and
Immunohematology.

A national Development Committee has also been established to assist in the development of
the programmed: membership includes representatives of the Ministry of Health, LUSIDA,
experts in HIV/AIDS and an expert in distance education from the University of Buenos
Aires …

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 BIBLIOGRAPHY

SOURCES-:

GOOGLE

BOOKS

MAGAZINES

WEBLIOGRAPHY-:

 www.google.com
 www.wikipidea.com
 www.economictimes.com
 www.swiggy.com
 www.flipcart.com
 www.blinkit.com

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