A STUDY ON MEASURING CUSTOMER RETENTION FOR E-COMMERCE PORTALS IN INDIA

Abstract

The advancement in technology provides good opportunity to the seller to reach the customer in much faster, easier and economic way. In-turn, consumers have also started capitalizing on this technology. Online shopping is one of the emerging business areas, which is growing very fast in recent years. India's e-commerce market was worth about $3.8 billion in 2009, it went up to $12.6 billion in 2013. Overall e-commerce market is expected to reach Rs.1,07,800 crores (US$24 billion) by the year 2015 and the industry it is going to be one of the largest industries in India. This rapid increase, made the firms to think about e-commerce solutions to fulfil their financial objectives. The number of online shoppers are increasing at a very fast rate every year because of the availability of internet and the increase in use of smartphones. A lot of venture capitalists are putting large amount of money in this sector which is also one of the main reason behind this boost. This competition among the E-commerce makes the consumer stronger in making the decision.