E-Commerce in India: A review on culture and challenges

It is a fact that E-Commerce business throughout the world has brought a remarkable change in the business landscape and it also has redefined the business scenario by radically changing contours of space and time and it has reshaped the conception of nature of business management. The accelerated growth of E-Commerce business has torched a clear thoroughfare with a prognosis as to how the businesses are scheduled to be conducted in future. India, a developing country, having large population with internet users is expected to be one of the major players in E-Commerce environment. However, for existence of many constraints including social and cultural issues, ironically, E-Commerce in India has emerged in a quite different way. It has assumed a unique characteristics in comparison with progress of E-Commerce businesses in other nations and markets. This paper has taken an honest and holistic attempt to analyze the present position of E-Commerce business in India and its expected progress in the light of cultural aspects with thorough discussions of challenges and in conclusion some suggestions have been given which would, it is expected, improve the health of E-Commerce business in India. Some points have been raised and left for solving by the future researchers which definitely would ameliorate the E-Commerce scenario in India.