The Significance of E–Commerce in Emerging Markets

  • Taranpreet Kaur
  • Show Author Details
  • Taranpreet Kaur

    Student at Amity College of Commerce and Finance Amity University Uttar Pradesh, India

  • img Download Full Paper


Consumer behavior towards e-commerce in India has undergone a significant transformation over the past few years. Electronic commerce, or e-commerce, has grown in popularity as more and more people have access to the internet and more and more people own smartphones. Convenience is one of the main factors influencing Indian consumers' attitudes about e-commerce. People nowadays are always seeking for new methods to save time and effort, and one of the biggest challenges they face is shopping. Customers love e-commerce because they can shop whenever it's convenient for them, read reviews, compare items, and make purchases. Pricing is another major motivator for Indian consumers to engage in e-commerce. You can get great offers, discounts, and competitive pricing on e-commerce platforms that you won't find in brick-and-mortar establishments. Consumers are becoming more price-conscious and deal-obsessed as a result of the ease with which they can compare prices and shop at various internet merchants. Consumer behavior toward e-commerce in India has been significantly shaped by the expansion of social media and online communities. There has been a dramatic uptick in the use of social media as a venue for product and service promotion, and users are increasingly seeking out these sites for expert advice. Online communities and forums provide a platform for consumers to share their experiences and opinions, creating a sense of trust and credibility around e-commerce platforms and products. The aim of the study is to analyze the perception of e-commerce among consumers and to understand the consumer behavior related to e-commerce.


Research Paper


International Journal of Law Management and Humanities, Volume 7, Issue 3, Page 1839 - 1885


Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution -NonCommercial 4.0 International (CC BY-NC 4.0) (, which permits remixing, adapting, and building upon the work for non-commercial use, provided the original work is properly cited.


Copyright © IJLMH 2021