Competitive Strategies Adopted by Online Retailers – An Analysis

Abstract

Online market in India account for 1.6% of total retail market, it is one of top market in the world and is estimated to reach US$ 100billion by 2024. Most of the suppliers selling online due to changing buying behavior of consumers, lower data prices and improved customer experience. Online retail is evolving, it involves planning & research, offers from the competitors, ease of using the website, customer support, return policies, order fulfillment and online shipping processes. The online retailer are adopting various competitive strategies like product visualization, use of Artificial Intelligence. Product filtering etc.