Dynamics of E-Tailing: A Case of Chandigarh

Objectives: The major share of e-tailing in India comes from consumer electronics and apparels. But it is expected that share of apparels in e-tailing will decline. This paper is an attempt to find out the reasons for the same and suggest corrective measures. Methods/Statistical Analysis: In this paper we have carried out a survey of online shoppers in tri-city region comprising of Chandigarh, Panchkula and Mohali. Secondary data from various resources has also been collected in order to get the real perspective of online retail business in India. Findings: From the analysis of results it was found that primary reason for online shopping of apparels is the variety and heavy discounts offered by e-tailing companies. In case of apparels, it was found that people were facing certain hardships while shopping online because they were not able to make proper judgment of the garment’s quality, size, color etc. People are also not happy with the return policies of the e-tailing companies as well as companies take too long to deliver the products. Application/Improvements: Thus we can suggest that if companies want to increase their e-tailing market share they must localize their delivery system, thereby reducing the time to deliver products. They should also modify their return policies to make it more customers friendly.