E-TAILING – THE MANTRA OF MODERN RETAILER’s SUCCESS

Mr. P. Sathish Chandra; Dr. G. Sunitha

Authors

Mr. P. Sathish Chandra Associate Professor in Marketing Warangal Institute of Management, (A Unit of ITM Group of Business Schools, Mumbai) A.P., India
Dr. G. Sunitha Asst. Professor in Finance, School of Management, National Institute of Technology, A.P, India

Keywords:

E-tailing, Multichannel, Product Diversity, Service, Strategy

Abstract

Internet is a potent medium that can serve as a unique platform for the growth of retail brands in India. The Indian retail market is witnessing a revolution. The current web-based models for e-tailing are part of an embryonic phase preceding an era of rapid transformation, challenge, and opportunity in Indian retail market. It is not just the metros that are fueling the online scene in India the demand supply gap in tier 2-3 cities where there is brand awareness but no availability of products and services is also adding to growth. Online retailing portals such as eBay.in, Snapdeal.com, and Naaptol.com are registering anywhere between 40 and 60% of their sales from rural areas apart from the tier II and III cities. The penetration rate is quite low in comparison to other countries worldwide; however the number of users is significantly high. The present scenarios of e-tailing opportunities, its market, the viabilities and trends etc., have been discussed in this paper.

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