India’s Growing E

India’s Growing E-Commerce and Investment Motives Report


Introduction and Justification of the analysis

The news, social media marketing sites and many folks of late discuss online companies investing lots of money on the market. Indian Online Purchase keeps growing at a scorching speed during the last decade and likely to end up being the largest online consumer market by 2025. India’s population is approximately 1.2 billion, that could be a reason online companies are struggling to create an appearance in the united kingdom. The use of the web and cell phones are widely spreading within hawaii. Media buyers, ad networks, and publishers thinking about buying the Indian market should think about the limitations and significance before flooding the marketplace; however, it is extremely evident that attention should be paid to four significant reasons. These reasons are mobile dominance, the transformation of online payments, demands from millennials and the extensive growth of the e-commerce community. Snapdeal, Flipkart, and Amazon are on the list of big online companies spending cash into India’s e-commerce market (Kumar & Gupta 2017).

The importance of THE ANALYSIS

You can find three major types of people that may reap the benefits of this research. The initial group is online investors who want to spend money on Indian e-commerce, they could learn advantages and disadvantages of indulging on the market, plus they may weigh your options before making your choice. The second group may be the online companies in competition, Amazon, for example, plus they may gain insight on why other companies buying Indian e-commerce are far much before them, and subsequently, they’ll compete favorably. Finally, the educators may use this study for learning purposes and could consider incorporating it in the syllabus because the rise of Indian e-commerce because of technological growth and India’s vast population is doubtlessly a substantial exemplory case of business history.

Study Objectives

The scope of the analysis

This Research was limited to the discernment of young professionals who’ve decent income and will make purchases. For the analysis, describing and identifying a professional depends upon the view of the interviewer. The analysis was mainly completed in urban areas while there is a slow rate of internet and smartphone penetration in India’s rural places and suburbs. Data because of this study were collected between your years 2013 and 2018, the time once the internet and technology certainly are a part of the average man’s everyday activity.

Literature Review

Critical Summary of Conceptual Literature

Ofir (2018) a worldwide Sales Manager at TUNE who has labored expansively with evolving mobile-first markets of India gives four significant reasons why people ought to be thinking about India’s Online market Growth. In accordance with Forbes, for a complete of 206 million Indian internet surfers in 2013, 50% of these access the web by mobile only, this number continues to be growing. From 2013 to 2017 smartphone users are increasing at 26% compound annual growth rate (Kaur & Kaur 2015). Smartphone users in India have a vital position in the e-commerce development of these country because of the introduction of cheaper 2G enabled smartphones which are accessible to numerous. This growth rate could be higher with time because the usage of mobile-only users in rural and smaller urban centers is gaining access to the internet; hence they become potential online buyers (Franco & Regi 2016).

Despite India having many mobile users, their mode of payment continues to be conservative and slow. Most its people still use cash on delivery to create payments. Since more online companies are buying India, mobile wallets and bank cards will undoubtedly be used widely, increasing online store globally (Hande & Ghosh 2015). Paytm Company has significantly contributed to the growth of online payment. Paytm has more than 1000 million operators in India and they run over 75 million transactions monthly (Paul et al. 2018).

Almost two-thirds of the total Indians population consists of people younger than 35 and statistics show that 63 percent of smartphone users are under 25 years of age (Leong et al. 2016). This young population obsessed with internet dictate the rate at which the government adjusts its infrastructure and policies to promote e-commerce shops, delivery systems, and faster internet access. Therefore, India is a high priority marketing strategy for e-commerce investments due to its demography (Negi & Birla 2017).

There are limited large e-commerce corporations in India, which include Amazon, Flipkart, Alibaba, and Snapdeal among others. Amazon announced the addition of 2 billion US dollars investment in the Indian economy, and their reason was that they see great potential in the Indian economy regarding e-commerce. Alibaba invested 500 million US dollars in the Indian economy (Khare 2016). Founder and CEO of Amazon say India is the fastest country ever whose growth rate and current scale is at a billion dollars gross sales, and they have never witnessed such a thing before (Thamizhvanan & Xavier 2015).

Critical Overview of Empirical Literature

These online companies are now collectively pushing to upgrade a loaning environment to boost and expand small corporations and business startups. The higher the number of people shopping online, the higher the prospects for sales for advertisers and publishers (Bagchi 2015). India is the primary e-commerce growth market due to improved income level and high internet penetration rate. The most significant e-commerce player in India is Flipkart currently. Morgan Stanley expects more than 50% of India’s online users to buy products online come 2026 from 14% which was in 2016. Between the years 2016 and 2017 Flipkart’s shares in the Indian e-commerce market rose from 31.5% to 35.7%, according to Bloomberg Intelligence and Euromonitor Passport, Amazon’s shares grew from 24.5% to 27.7% during the same period. Citi research approximated amazon’s India sales to be worth $16 billion in 2018 (Kalia, Kaur & Singh 2018).

E-commerce is renowned for providing timely and reliable delivery of goods and services. Its ready accessibility makes it be termed as one of the best in delivering quality customer solutions, because of its provision of high-quality solutions, especially to the most challenging business requirements (Gupta & Rajesh 2018). The current world requires a more excellent knowledge in telecommunication, and if India as a country has gone online especially in the sector of business. Therefore, it is presumed that India has climbed to greater heights as far as modern technology is concerned, and the growth of telecommunications industry is predicted to grow higher than that especially in 2020 (Thakur & Srivastava 2015).

The government and private sectors are putting necessary measures to ensure schools have information technology programs due to the high knowledge and better skills in computer literacy. The above meant to ease the future capability to get into the job field, hence 850 operational universities as at 2018. For this reason, most youths come out as highly innovative; thus they can create self-employment (Sivakumar & Gunasekaran 2017). India is rated the second best worldwide regarding internet subscribers. The e-commerce has taken the lead as the wireless segment takes the point, and people use mobile applications among other sources to market and sell their products (Kanchan, Kumar & Gupta 2015).

Conceptual Framework

One of the most relevant themes investors are focusing on is e-commerce war and growth rate in India. A cumulative capital of over $10 billion has been gathered by three competing online companies, Amazon, Flipkart, and Snapdeal for the sake of investing in India’s e-commerce, this means that the stakes are high (Srinivasan 2015). The winning online company in this war will be the one with the most substantial number of service users and with positive review comments on their services (Goswami & Khan 2015). There are three reasons why these large online companies are scrambling to invest in India’s e-commerce, these reasons are represented diagrammatically as shown below.

The sole reason why customers complain about online services is poor delivery. Online companies are investing more in improving efficiency in the delivery of goods and services, improved service quality and faster services, and this will up the game for boosting e-commerce in India (Paul et al. 2018). Convenience is the key to enhanced e-commerce, discounting products and regulating product price also contributes to the enlargement of e-commerce. Improved government policy in India regarding the digital economy and information communication technology has helped transform the country’s e-commerce growth rate (Vakeel et al. 2017).


Sample Selection and Data Collection

The target population for the study was all India residents in the rural and urban areas of different ages ranging from 18 years to over 65 years. The general sample was comprised of 123 respondents, 73 male, and 50 female. Minimum age of participants was 14 years. SD range of 1.55. Participants were divided concerning age groups.

Online users and smartphone owners together with those who do not own mobile phones were also included in the estimates through data imputation provided by Citi Research and Pre-IPO research. To create a sampling frame, extracts of records for all online users located in India since 2013 and 2015 was recorded. Stratified sampling which is a probability sampling technique was used to reach the participants. Layered sampling technique was used within each online company to gather information on
the number of internet surfers and how old they are bracket. Folks from different ethnic groups also took part in the analysis so long as they reside and operate in India (Hande & Ghosh 2015).


Questionnaires produced by several researchers were used to get data because of this study. The surveys were sectioned into three parts. Part one contains questions concerning if the respondents use smartphones and that purpose do they make an online search. These were also asked to specify how old they are brackets. In the next area of the questionnaires, the respondents were asked if they purchase goods online and of which frequency do they use online markets. These were and to indicate their known reasons for preferring online buying. The final section these were to specify a common internet company and specify why they prefer it to others (Sivakumar & Gunasekaran 2017).

Comprehensive interviews were also conducted with the CEOs and managers of online companies buying India. These interviews provided first-hand home elevators the perspective of the web company management, looked after gave explanations why they spend money on India apart from other countries (Gandhi 2016).

Strategic Data Analysis Methods and Instruments

Statistical Package for Social Sciences (SPSS) and Tableau was sourced to measure the rate of which residents of India use web stores within days gone by six years. Simple statistical techniques were used to record and tabulate the outcome of the study. Primary data were evaluated by determining a share of the responses. To calculate the rate of reaction to each selection was divided by the entire amount of participants who answered the question. THE OUTCOME of part two and three of the questionnaire were tabulated (Shewale et al. 2016).

Descriptive statistical data analyses were conducted on selected samples to secure a clear comprehension of the full total population. Visualization of the info was examined by calculating measures of central position, frequencies, and method of dispersion. The info was then represented for modeling by conducting a hypothesis test, regressions, correlations, probabilities, and time-series analysis (Ramkumar, Jin & Chou 2015).

Data Analysis and Findings

This study was made to determine why people should be thinking about India’s E-commerce. 123 questionnaires were circulated randomly to residents in both rural and urban India setting, and the response rate was 78.3%.

Visualization Data Analysis Demographic Profile

The findings will undoubtedly be presented in three sections, the percentage of investments of the biggest online companies buying online investing of goods and services in India, demographic profile, the rate of smartphone users and the enlargement pace of e-commerce in India. The randomly sampled smartphone users were told to point how old they are bracket in the questionnaires, all age arrays were denoted in the results as shown in Figure 2. The breakdown made up of a mean of 0.83 of the full total Indian population that are internet surfers are aged 18-29, 0.67 range 29-49 years, 0.28 are 50-56 years, and lastly, just a mean of 0.24 of the populace who use and own smartphones are 65 years and over. The modal class is 18-29 years, this is actually the young age bracket that are engrossed and immersed in the web, plus they are the targeted generation targeted at enlarging e-commerce in India. 3-49 years may be the median of the dataset (Vakeel et al. 2017).

Preferred Mode of earning Payment

Surveys completed by Pre-IPO Research surveyed changing attitude among young Indian professionals towards e-commerce. Young professionals gave out their views on the easiest way of shopping, if they preferred online, in-store, either or whether this will depend. Below is really a graph showing the outcomes deduced from the study, 78% preferred online shopping, 15 percent chose in-store, 6 percent of the experts preferred using both online and instore whereas 1 % said it could be determined by what they buy (Findyr Blog 2018).

According to the frequency of buying online, 85% of young professionals in India buy goods and services from the web monthly more recurrently. Their known reasons for buying online are divided by value, convenience, variety, and expense. 63 percent of individuals plan to shop a lot more online whereas 32 percent are contented with the rate of which they purchase goods online (Franco & Regi 2016).

E-commerce growth Rate in India

The web and retail sector depends solely on the web, as a wide array of individuals in India are receiving online, the also grows. Regardless of the rate of which internet is penetrating in India has become the inferior around the world, the amount of those linked around the web is intensifying swiftly (Zhao et al. 2016). Usage of smartphone can be penetrating India art an increased rate hence more folks are getting connected on the handheld devices; therefore e-commerce growth rate goes high. Indian e-commerce looks more promising and bright (Ramkumar, Jin & Chou 2015).

Figure 4 compares the complete retail sales and retail commerce sales in India over a phase of 6 years, from 2013 to 2018, it really is evident that overall retail sales in India increased from 17.73 billion level to at least one 1,243.58 billion. The common retail sales registers double-digit growth figure every year, that is quite impressive. E-marketers predict a 15% consistent rate of growth every year from 2018 onwards. Retail e-commerce looks more promising, from 3.599 billion in 2013 it grew to 17.51 billion in 2018 with a frequent growth rate of 47.6%. The retail e-commerce proceeds to record an unprecedented increase alongside growth by leaps and bounds (Emarketer 2018).

Preliminary Results

A vast most respondents purchased the three e-commerce retailers for online shopping. There exists a higher probability that Flipkart provides marginally better end to get rid of user experience. The recurring survey helped to create more conclusive benefits. The existing state and future trend of the online companies were deduced (Chiu et al. 2014).

Flipkart was rated good and incredibly good by 66% of users, while Amazon and Snapdeal were ranked by 62,5% in exactly the same category. Under post buying checkout experience, Flipkart was rated good or excellent 72% by buyers, whereas Amazon and Snapdeal have respectively 65% and 51%. In accordance with product choice, Amazon and Snapdeal were ranked the best at 63%, and Snapdeal had 57%. Snapdeal and Flipkart were rated 67% concerning affordable pricing, and Amazon had 64%. Flipkart is apparently the largest internet company in India. However, the e-commerce field is fairly changing. Investors will undoubtedly be required to analyze the marketplace to understand where in fact the market is headed before adding more investments (Sadachar & Fiore 2018).


India includes a substantial opportunity. It really is anticipated to perceive a better and robust e-commerce development with the rising standards of living, increased access to the internet, and the vast young population. There may also be an elevation in the amount of advertisers and publishers targeting these online consumers. This significantly plays a part in more profitable opportunities for ad networks to aim at market that a lot of likely shall expand as time passes and be more productive.


The next recommendations are made taking into consideration the findings, analysis, and conclusion created from the analysis:


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