Title: Determinants of the success of online retail in India

Authors: Vikas Kumar; Ogunmola Gabriel Ayodeji

Addresses: Chaudhary Bansi Lal University, Opp. Education Board, Bhiwani – 127021, Haryana, India ' School of Business Studies, Sharda University, Greater Noida, UP, India

Abstract: Indian e-commerce industry has witnessed tremendous growth in recent years, which has resulted in the emergence of a big online retail segment. Due to the enabling environment, government policies, and the rapid infrastructural and technological development, there has been an increase in the number of online retailers both established brands and starts-ups. However, this has led to a high competition in the market, where the e-tailers jostle for market share, visibility and brand awareness. For a new entrant into the industry to be successful, it has to pay attention to the factors that contributes to the success of online stores. Such determinant factors must be known to the online retailers to position then in this rapidly changing marketplace. This paper seeks to identify the most important determinants to the success of online retail in India and how these can be taken up by the retailer. Along with that, it also outlines the factors, which can lead to the downfall on an e-tailer. Technology, government policy and marketing channels are the most important perspectives covered in this work.

Keywords: online retail; retail; e-commerce; electronic commerce; internet marketing; B2C; security; supply chain management.

DOI: 10.1504/IJBIS.2021.115373

International Journal of Business Information Systems, 2021 Vol.37 No.2, pp.246 - 262

Received: 31 Oct 2018
Accepted: 10 Jan 2019

Published online: 26 May 2021 *

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