Page 1 of 12
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 02
February 2019
Available online: https://ejbss.org/ P a g e | 273
Marketing Strategies of Online Shopping
Companies in India
Sikkam
designation
student M. com final year
UGC NET QUALIFIED JULY 2018
ABSTRACT
The trend of online shopping has increased in recent years as the number
of internet users has grown up. There are many companies in India which
offer online shopping. Some of these companies are Amazon, Flipcart and
Snapdeal etc. These companies tie with various retail companies and sell
their products online.
Indian consumers have also started using online shopping. But, the trend
of this online shopping is observed in urban regions as compared to rural
regions. Also, these online shopping companies use various marketing
strategies in order to attract more and more consumers. These strategies
are made depending on the buying behavior of consumers. The current
paper highlights the different marketing strategies adopted by the online
shopping companies.
Page 2 of 12
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 02
February 2019
Available online: https://ejbss.org/ P a g e | 274
KEYWORDS:
Online shopping, Consumer, Marketing
INTRODUCTION
The traditional way of shopping i.e. to go out in the market and purchase
products has been an essential part of Indian consumers. But now, with
the advancement of technology, this convention has started to change as
products are sold on online platforms.
Most of Indian people prefer online shopping these days as it is more
convenient way of shopping. Also, the time consumption in this way of
shopping is very less as the consumer just needs to operate online
through mobile, PC or laptop in order to place an order.
The industry of online shopping is in its initial stage in India and they
are enhancing their scope year by year. It is observed that the trend of
online shopping is higher among the people of urban cities as compared
to small cities or villages.
To attract more and more consumers, the online shopping companies
make a number of marketing strategies so that more and more people
can come on their platforms and the reach of online way of shopping can
be increased.
Page 3 of 12
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 02
February 2019
Available online: https://ejbss.org/ P a g e | 275
Time to time, flash sales is organized by these companies and consumers
are given heavy discounts ranging from 20% to 60% to attract more and
more consumers. In some cases, it is observed that 70% discount is
offered on particular products.
Online shopping companies use the platforms like social media to
promote the products as the digital platform has an excellent scope in
India with the increasing trend of internet. The data related to the
purchasing behavior of consumers is accessed by the online shopping
companies and according to the obtained information; the marketing of
the products is done.
It is also observed that the marketing strategies adopted by online
shopping companies are different from place to place as the requirement
of people of particular area is analyzed by these companies and
according to that requirements, the strategies are made on order to
influence more consumers.
Initially, Indian consumers have no trust on online way of shopping due
to some security issues of their digital payment. It took some time for
Indian people to trust on these online shopping companies and now, the
scenario is such that this online shopping industry is growing very
rapidly.
