Journal Press India^®

Author Details ( * ) denotes Corresponding author

India today is witnessing a digital revolution. The online marketing in India has observed exceptional growth from last five years, especially since 2014. The growth was driven by rapid technology adoption led by the increasing use of devices such as smart phones and tablets, and access to the internet through broadband, 3G, etc, which led to an increased online consumer base. Furthermore, favored demographics and a growing internet user base helped this growth. Today internet has become an integral part of this growing population segment. The changing lifestyles of the country's urban population have also led many people relying on the internet for their shopping needs. Today's economy is witnessing increasing number of "netizens". The new trend has set now, not only due to raising number of "netizens" but also changing ecosystem. Online players have made intensive efforts to explore this growing opportunity and brought changes in logistic and payment system, which again added sweet flavor to the growth of online market in India. Consumer perception towards e-commerce has also changed today. Many players are interested to invest in online marketing in India. Though online marketing provides huge growth opportunity, it is not free from challenges. It faces various challenges such as legal issues, perception of customers, branding, ethical and security issues etc. In this paper an effort is made to study about present status of online trading in retailing in India and also highlights challenges faced by e-commerce along with few suggestions to face it. 

Keywords

E-Commerce; Netizen; Evolving Ecosystem

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