Open Access Open Access  Restricted Access Subscription or Fee Access

Pros and Cons of Consolidation of E-Commerce in India: A Case Study Approach

B. Murali Manohar, P. Bharadwaj Swarna, Kushagra S. Barodia


Indian E-Commerce industry is one of the rapidly growing industries at a CAGR of around 50–60% per year. Though the world’s major E-Commerce business happens in the B2B format, Indian E-Commerce industry largely witnessing higher growth with respect to B2C format. With the increasing awareness among customers, improved governmental laws, better technology, relaxations in FDI and other favourable conditions the number of new players are entering into the industry every year. This led to the intense competition among the companies and has opened new windows to the consolidation of the industry. This paper aims at provide an insight into the impact of consolidation of the B2C E-Commerce industry from a customer/consumer perspective. The different factors that led to the consolidation of E-Commerce in India will be evaluated initially. Further, various case studies will be considered and their success and failure reasons will be analysed. Based on the secondary data an attempt will be made to bring out an insight into the future trends in the industry due its consolidation. The entire paper is customer centric and evaluates the advantages and disadvantages to the customer due to these changing trends in the industry.


Cite this article:
B. Murali Manohar, P. Bharadwaj Swarna, Kushagra S. Barodia, Pros and Cons of Consolidation of E-Commerce in India – A Case Study Approach, E-Commerce for future & Trends. 2015; 2(1): 1–6p.


Consolidation of E-Commerce, India, future of B2C E-Commerce, FDI, CAGR

Full Text:



ASSOCHOM Report on E-Commerce

Report by Dinodia Capital Advisors on E-Commerce in India.

IAMAI Report – The Rise and Rise of E-Commerce in India. – Online retail in India.

Merger and Acquisition in E-Commerce sector - Priyanka, Khushboo Sagar and RichaVerma.

Live Mint Make My Trip acquires Easy to Book (

Quartz India - Zomato has acquired New Zealand’s MenuMania and says it’s hungry for more ( zomato-makes-first-acquisition-in-new-zealands-menumania-two-more-deals-in-the-pipeline/).

ESPN CricInfo: (

Business Standard – VC’s ride on E-Commerce mergers ( e commerce mergers114052900279_1.html).


  • There are currently no refbacks.

This site has been shifted to