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Abstract
In the era of Digitalisation, technology has invaded over our minds and hearts. Inevitably, technology has encroached upon our major part of our day. According to a report by Nielson, Global Data Analytics company, an average Indian smartphone user spends 4X time on online activities as compared to offline activities. Apart from increased time spent on smartphones, the data usage has increased from erstwhile 4 GB to a whopping 1GB per day. People are spending more and more time in the virtual space. This advent of Digital media has impacted businesses as well and India has emerged as one of the countries with fastest growth in e-commerce.
Nowadays, people prefer buying products at a click, to avoid spending time and energy in purchasing a product at a store. Along with the comfort it offers, online shopping gives customers a wider variety of products and an easy way to make a comparison between prices. Whether, it is hotel rooms, gadgets or apparels, online shopping gives detailed information about product and services making the customer’s way more easier. In fact, there is an emergence of product comparison websites like Tripoto, Policy Bazaar, GSM Arena etc which offer points of difference for products on a single click, which implies that we do not even need to make comparisons by visiting websites also. The statistics also boast of a strong e-commerce presence in the country. According to India Brand Equity Foundation (IBEF), India has grown as a fastest growing market for the E-commerce sector as the revenue from the sector is expected to reach to USD 120 Billion in 2020 from USD 39 million in 2017, which translates to a 51 percent rise, which is highest in the world. The rising number of smartphone users and rampant internet penetration has spurred this growth.