Covid-19 and Changing Paradigms of Disruption of E-Commerce in India

Abstract

The COVID-19 crisis hastened the spread of e-commerce to new businesses, clients, and product categories. Customers now have access to a wide range of items from the comfort and security of their own homes, and businesses are also able to continue operating despite contact limitations and other confinement measures. Despite ongoing national disparities, the COVID-19 problem has increased global e-commerce landscape dynamics and broadened the reach of e-commerce, notably through new businesses, customer segments (such as the elderly), and items (e.g., groceries). While this is happening, e-commerce transactions in many nations have shifted in part from luxury items and services to everyday necessities that are important to many people. The way E-Commerce was spreading its wings got disrupted and it seems like it has truly taken a new path now. For some segments like Ed Tech, Online groceries etc. it seems to be favourable but at the same time more challenging as more and more competitors might walk into the market to tap the potential of Indian market. This research is an attempt to study how Covid-19 has impacted E-Commerce in India in both, good and bad ways and to propose futuristic marketing strategies for E-Commerce companies.