Even while traditional retail establishments continue to be vital and serve a sizable portion of the Indian consumer base, online shopping is a relatively new trend in the industry. E-retailers are investing more time in this emerging medium as e-commerce grows and consumers grow more accustomed to purchasing from the comfort of their homes. This involves identifying target customers and developing a marketing strategy that is specifically tailored to them and their customers. The number of people using the internet, particularly children, is growing quickly. Internet service providers, which enable computer users to access the web, recognise the value of websites in terms of consumer purchases, and they employ multi-media advertising campaigns to draw in and encourage users to sign up. Nearly all products, including clothing, jewellery, and shoes, are sold online these days. E-commerce refers to purchasing via the internet and other media platforms. Teenagers and young children who are drawn to videos these days are more inclined to embrace electronic buying because it saves them time and allows them to purchase whenever they want from the comfort of their own home. The customer often uses a credit card to make payment, and the merchandise is delivered to the address they provide. It establishes a new platform on which goods from around the globe can be ordered and imported. Internet buying has certain disadvantages over traditional retailing and shopping methods, despite the fact that it offers many advantages to both customers and sellers.

Some consumers are afraid about fraud while using their credit or debit cards to make purchases online, especially when the website is insecure. Some people dislike not being able to view or touch the products in person. Delivery fees can occasionally significantly raise the price of the goods. Online sellers do not give customers the option to haggle over the price. Delivered goods could be of poor quality, opened, or past their expiration date, and returning them to the consumer might be difficult. Some individuals still view shopping as a family outing and view it as a touch, feel, and hear experience. These folks have a dislike for internet buying. Numerous websites have been developed in India to offer this online purchasing feature. The only way to make this experience worthwhile and efficient is to use these websites with caution. It is best to buy products from a specific website only after carefully reviewing its terms of service and confirming that the portal is reliable and can be held responsible for any inconsistencies.