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Abstract


E-Commerce (or E-Retailing) is synonymous with business- to- consumer (B2C) transaction model of e- Commerce. E-tailing, which comprises of online retail and online marketplaces, has become the fastest-
growing segment in the larger market of India. According to Ibef report, the Indian e-commerce market is expected to grow to US$ 200 billion by 2026 from US$ 38.5 billion as of 2017. India has an internet users
base of about 475 million as of July 2019, about 40% of the population. The penetration of e-tailing in India is very low compared to markets like the US and the UK but is growing at a much faster rate with a large
number of new entrants like Snapdeal, Flipkart, Amazon etc. Recently, many e-tailers like Flipkart, Snapdeal

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