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E-Commerce in India: Evolution and Revolution of Online Retail
Abstract
This chapter uniquely reports origin of e-commerce and holistic present scenario of online retail in India. Desk research and extant review of literature from reliable market research reports, books, journals and web has been done to decipher internet penetration, evolution of e-commerce and present scenario. Study observed that India is third largest country in terms of internet users. India will drive e-commerce in Asia pacific region after China and Indonesia. Reasons hampering India from finding place in global retail e-commerce index are also put in foreground. Sequential events leading to growth of different types of e-commerce in India are delineated into two waves to understand the evolutionary process. Out of total non-travel B2C e-commerce, online retail holds significant fifty percent share and its prospects for future growth are extremely positive. Businesses and researchers will find this chapter useful to devise future strategies to win and sustain e-commerce market in India.
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