E-Commerce in India: Issues and Challenges

Abstract

E-commerce is a commercial strategy that enables organisations to access international marketplaces. In addition to a number of sub-themes relating to e-commerce, including the notions of e-business and e-marketing, the aim of this article is to identify all of the crucial elements involved in the e-commerce industry. There are benefits and drawbacks to using different internet technologies and approaches in e-commerce. This article also emphasises the links between e-commerce and globalisation, as well as e-marketplaces and platforms. E-commerce is the electronic process by which individuals or businesses conduct business. Buyers and sellers benefit from e-commerce in a variety of ways, including cost savings and increased variety. Indian e-commerce has shown tremendous growth in recent years, supported by a growing online user base and mobile phone presentation. The market is expected to grow due to India’s demographic dividend and expanding internet penetration. The purpose of this paper is to examine the key issues and challenges of e-commerce in India. The authors also discuss the age segmentation criteria that must be used in order to produce homogeneous groups of e-buyers and the key performance indicators (KPIs) for sales, marketing, and customer support that e-sellers should take into account when creating their e-commerce plans.