A STUDY OF USER PREFERENCE OF E-COMMERCE PLATFORMS IN INDIA

Abstract

India is not an exception to the growing importance of e-commerce in the global economy. The Indian e commerce sector is anticipated to increase in the next years due to a rising middle class and an increasing number of internet users. The Indian e-commerce market was estimated to be worth US$38.5 billion in 2017 and is projected to increase to US$200 billion by 2026, according to a report by the Indian Brand Equity Foundation. Companies are putting more effort into offering the finest user experience as the e-commerce business in India expands in order to draw in and keep customers. Customers have many alternatives when it comes to online buying because there are so many e-commerce platforms to select from. As a result, e-commerce businesses are competing harder than ever to stand out from the crowd and offer the best user experience. E-commerce businesses must comprehend user preferences and behaviours in this environment to remain competitive. On user behaviour and preferences in the Indian e-commerce market, there is, however, little research. The majority of previous study has concentrated on the variables that affect consumers' online buying habits and the uptake of e-commerce in India rather than their preferences and satisfaction levels. By looking at consumer preferences and satisfaction levels on well-known e-commerce platforms in India, this research tries to close this gap. This study intends to offer important insights into the current situation of the Indian e-commerce business and the shifting customer behaviour by collecting data on user behaviour and preferences. The understanding of the preferences and wants of their clients can help e-commerce businesses, website developers, and business owners make improvements. The results of this study will add to the body of knowledge on user behaviour and e-commerce and offer a thorough understanding of the user experience on well-known e-commerce platforms.