The Future of E-Commerce: November 2022

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The Future of E-Commerce
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Organization, Business and Management
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Organization, Business and Management
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The Future of E-Commerce
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Contents
Preface .......................................................................................... vii

Acknowledgements ..................................................................................... xi
Chapter 1 Web Analytics: The Present and Future
of E-Business ......................................................................1
Gabriel A. Ogunmola
Chapter 2 Social Media Analytics for E-Business:
Where Are We Heading? ................................................25
Pooja Nanda
Chapter 3 Artificial Intelligence and E-Business ............................45
Aashish Bhardwaj
Chapter 4 Machine Learning Applications
in E-Commerce ................................................................65
Md Iqbal
Chapter 5 Analysing Opportunities for Mobile Commerce...........91
Saurabh Mittal and Surender Kumar
Chapter 6 E-Commerce in Southeast Asia:
A Futuristic Perspective ................................................111
Gesty Ernestivita and Subagyo Subagyo
Chapter 7 Futuristic Scope of E-Agribusiness
in the Indian Market: A Paradigm Shift .....................137
Manisha Mani and Manasvi Singh
Chapter 8 Online Consumer Behaviour:
How to Create and Maintain E-Loyalty ......................151
M. Domingos
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vi Contents
Chapter 9 Smart Tourism as a Sustainable Strategy

for Tourism Development .............................................167
Ranbir Singh and Ankush Duhan
Chapter 10 Social and Ethical Aspects of E-Commerce:
A Boon or a Bane ...........................................................179
Rachna Bansal Jora
Chapter 11 Traditional to Digital Commerce:
Impact of Scams on Consumer’s Attitude
towards Online Shopping..............................................197
Ajay Singh and Sneha Mittal
Editors’ Contact Information ..................................................................211
Index .........................................................................................213
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Preface
Developments in information and communication technologies have touched

upon many facets of human society and offered a number of disruptive
innovations. In the last decade, information technology has changed the way
people buy goods and services. The emergence of low-cost smartphones and
the availability of the internet has changed the lifestyle of people and
traditional commerce has moved to e-commerce and more precisely m-
commerce. People are now more attached the online retail platforms rather
than the street corners. Interest in social media and reliance on online feedback
have further fueled the large number of e-commerce platforms across the
globe. The recent COVID-19 pandemic brought an unprecedented and
exogenous shock to the normal life at large and forced the people to implement
an online work culture. A number of sectors found big opportunities to out-
perform all their past measures and innovate through e-commerce-based
services. The futuristic outlook of e-commerce seems to be very lucrative as a
number of researchers have estimated the growth in different e-commerce-
based services. However, these predictions need innovative models to support
the growth of e-commerce in the near future.
The present book provides a set of illustrative cases and business models
to support the futuristic applications of e-commerce. Not only the growth but
limitations have also been discussed along with the social and ethical
perspectives. The book consists of 11 chapters written on various dimensions
of futuristic e-commerce in the context of a number of different markets across
the globe. The first chapter, “Web Analytics: The Present and Future of E-
Business” elaborates on the adoption of web analytics by e-commerce
vendors. The importance of web analytics along with its emerging applications
for acquiring and serving the customers have been presented in the chapter.
The author has talked about the different metrics being used in web analytics
and the strategies to integrate web analytics into e-commerce platforms. Along
similar lines, Chapter 2 talks about social media analytics and its applications
to futuristic e-commerce. Social media analytics tools, which help in tracking
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viii Vikas Kumar and Manju Lata
customers, analysing reports, tracking performance, and performing

competitor analysis have been presented in this chapter.
The role of artificial intelligence in the growth of e-commerce has been
presented in Chapter 3. The chapter highlights the significant role played by
artificial intelligence in the whole customer lifecycle with customer
acquisition, enhancement, and retention. A number of examples have been
cited by the author with specific applications of artificial intelligence. Going
deeper in the field, the machine learning applications in e-commerce have
been illustrated by Md Iqbal. The chapter reviews the machine learning
methods being deployed on e-commerce websites to analyse consumer
sentiments and product recommendations based on consumer-product
interactions. Going ahead, the adoption of mobile commerce and acquisition
of customers with mobile commerce-based strategies have been presented in
Chapter 5. The author has presented the mobile apps and web-based m-
commerce business models considering the various stakeholders and business
strategies.
The growth of e-commerce in South East Asia has been presented in
chapter 6. A comparative analysis of the different countries has been presented
along with the major business players in each country. A specific case of
agriculture-based e-business has been presented in Chapter 7. This chapter
highlights the futuristic scope of the e-agribusinesses in India and how e-
commerce platform’s scope, prospects & challenges can be addressed for agri-
businesses in India. The author has given a lot of examples from India to
illustrate the different aspects of agri-e-business. Taking up the perspective of
customer satisfaction, the concept of customer loyalty has been presented in
the next chapter. The author has presented a comprehensive literature review
to discuss e-trust and e-satisfaction as important perspectives of future e-
commerce.
Smart tourism as an application of future e-commerce has been presented
in Chapter 9. The concept of sustainability with smart tourism has been
discussed with a comprehensive literature review. This chapter aligns a
direction for the destination development in alignment with smart
sustainability as an application of futuristic e-commerce. Insights to the social
and ethical aspects of E-commerce have been presented in Chapter 10. The
author has suggested that social and ethical issues are present in both brick-
and-mortar business as well as e-commerce, however, e-commerce offers a lot
of opportunities to contribute to society and these must be harnessed. Safety
measures for e-commerce platforms have been presented in Chapter 11 to
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Preface ix
support the positive attitude of customers. This chapter conceptualizes the

psychosocial effect on the customer attitude towards online shopping.
The book volume covers the different aspects of e-commerce’s future in
a comprehensive manner. We trust that the book will be a good resource for
both the industry and academia and will lead to e-commerce-based
innovations for the future. Learning from the book will give rise to the
emergence of new business models to serve modern society in a holistic
manner.
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Acknowledgements
At the completion of this book volume, we would like to thank some people
for supporting this project in a number of ways. First of all, we are thankful to
Nova Science Publishers, Inc. (NOVA), USA for providing us with this
wonderful opportunity to come up with this collection and invite the scholars
to contribute to this volume.
Our sincere thanks to Prof. Tankeshwar Kumar (Vice Chancellor, Central
University of Haryana) and Prof R. K. Mittal (Vice Chancellor, Chaudhary
Bansi Lal University) for their motivation and support to work on this project.
We would like to thank Prof. Dinesh Kumar Madan & Prof. Sunita Bharatwal
(both from Chaudhary Bansi Lal University) and Dr. Udai Shankar
(Vivekananda College of Technology and Management, Aligarh) for their
continued guidance and support towards the completion of this project. We
are indebted to the late Prof. Anil Kumar Pundir (Guru Jambhewshwar
University, Hisar), who has always been a divine force behind all our
endeavours.
We would like to mention our friends and colleagues: Dr. Gaurav Gupta
(Christ University), Dr. Sri Aliami (Nusantara PGRI University), Dr. Jennifer
Hossain (United International University), and other peers from academia,
who have collaborated in many ways and supported this project.
We are thankful to all the authors for sending their scholarly work and
working with the reviews as per the tight deadlines. We are indebted to the
reviewers from academia and industry, who worked so hard to make this work
a novel piece. We are especially thankful to all the Editorial Advisory Board
Members for their valuable inputs and critical remarks on different aspects of
the book. We appreciate the support of administrative and editorial staff from
Nova Science Publishers (NOVA), USA, particularly for working with full
interest and devotion for the timely launch of this book.
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xii Vikas Kumar and Manju Lata
Finally, we cannot forget to mention our parents and family members,

who kept us motivated to work with full spirits during this difficult pandemic
time and supported us for the completion of this project.
Dr. Vikas Kumar

Central University of Haryana, India
Dr. Manju Lata

Chaudhary Bansi Lal University, India
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Chapter 1
Web Analytics:
The Present and Future of E-Business
Gabriel A. Ogunmola*
Faculty of Management, Sharda University, Andizhan, Uzbekistan
Abstract
With the futuristic trends of e-commerce, it is becoming increasingly

important to measure the performance of a specific website as precisely
as possible. This has become more critical as the Internet’s popularity
continues to expand and as new uses for the internet are discovered and
created. Due to the Internet, competition has shifted, with goods, supply
chains, and even markets altering. Because of its democratization,
consumers now have more influence, which might be viewed as a threat
by companies. However, the emerging knowledge gained from digital
media has the potential to contribute to tailored services, innovation, and
engagement with customers on a real-time basis, among other things.
This article, which is based on a number of case studies, attempts to
establish a complete implementation of web analytics to accomplish
these business goals and, as a result, to help organizations gain a
competitive edge.
Introduction
In terms of communication and information sources, there has been no larger

expansion than that of the e-business, which has seen one of the most

Corresponding Author’s Email: [email protected].
In: The Future of E-Commerce

Editors: Vikas Kumar and Manju Lata
ISBN: 979-8-88697-335-8
© 2022 Nova Science Publishers, Inc.
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2 Gabriel A. Ogunmola
important expansions in human history. Heterogeneous media with the largest

dispersion have the potential to exist at some point in time. Electronic
commerce (e-commerce) has been made possible by the digital revolution of
today, which includes the Internet and widespread usage of websites around
the world (Jahan & Martin, 2019; Lata & Kumar, 2021a). The effect of this is
that e-commerce can now be found in a wide range of formats and situations
(Kumar & Ogunmola, 2022). According to all estimates, the company’s sales
are predicted to expand at an exceedingly quick rate over the next several
years. This is dependent on the idea that computer operating capacity and data
transmission rates across communication systems will both expand greatly in
the future, so that a considerably better payment system will be established in
addition to the enhancement of a much-improved payment system. Electronic
commerce is vital for companies to remain competitive in the information era
because it helps them to enter new market segments, increase the speed at
which their enterprises grow, increase the flexibility of their commercial
policies, cut their provisioning, sales, and advertising expenses, and simplify
their procedures, among other things (Kumar & Ayodeji., 2021). Even if it is
fundamentally an economic concept, e-negative commerce’s influence on
society is lessened by the following factors in the way it affects economic
processes: “decreased operating costs; improved access to market information;
increased competition; better allocation of resources; improved
competitiveness of enterprises; improved capacity of companies to produce
value on this basis (Mohammed & Abdullah, 2018). A total of 7.7 billion
people lived on the planet as of 2019. According to Statista’s e-commerce
figures, there were 1.92 billion online buyers in 2013, representing roughly
one-quarter of the world’s total population. There will be a rise of internet
shoppers between 2014 and 2021, according to the same study (Statista, 2021).
So, the number of people shopping online increased to 1.32 billion in 2014
and increased to 1.46 billion the following year. By 2016, the number of online
consumers had surpassed the 1.5 billion mark (1.52 billion), and the total
number of digital shoppers throughout the world had reached 1.66 billion. The
amount had climbed to 1.79 billion in the past year, according to statistics
(Statista, 2021). Additionally, as per eMarketer, the worldwide e-commerce
sector is forecast to have 2.05 billion online shoppers in 2020, and the industry
is likely to have an even bigger growth in digital buyers in 2021, with a sum
of 2.14 billion online customers expected in that year. By examining yearly
online shopping data, we can see that the number of individuals who purchase
online increased by around 7 percent between 2014 and 2019 (eMarketer,
2021). It is projected that these values would continue to rise at a slow and
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Web Analytics 3
steady pace in the future. It was a triumph for PipeCandy when they set out to
determine how many firms in the e-commerce sector existed throughout the
world in 2017. According to the conclusions of their study, there were between
2 million and 3 million e-commerce firms in the globe two years ago, barring
China, per the researchers. The source also claims that 1.35 million e-
commerce enterprises are situated in the United States and Canada alone, with
the majority of them in the former. For the new entrant to improve its
efficiency and competitiveness in the cutthroat industry, Web analytics has
become a strategy that has been globally implemented to give them a fighting
chance.
Web Analytics is the art and science of improving websites in order to
enhance their productivity by improving the website experience of their
customers. A science because it makes use of statistical tools, data mining
methods, and a systematic process. It is considered an art as, like a talented
artist, the analyst or advertiser must choose from a broad palette of color
schemes (data sources) in order to identify the optimal combination that will
generate actionable insights for the organization. Improved websites require a
high level of creativity, as well as the ability to balance user-centric
architecture, promotions, content, pictures, and other aspects of a website’s
overall design. Furthermore, the analyst is constantly treading a tight line
between website designers, information technology employees, marketers,
senior management, and customers. Nowadays, e-business website managers
are well conscious that customer acquisition is a multi-faceted operation that
involves the use of a variety of strategies such as email, direct mail, affiliate
marketing, and, of course, search engine optimization (Mittal & Kumar,
2022). With each new option, they have become more adept at identifying the
most appropriate visitors to direct to their websites. In the case of websites,
everyone today does have a Search Engine Optimization (SEO) strategic plan
in place to assist them to rank highly in search engine organic results.
Furthermore, they are mindful that Pay-Per-Click (PPC) adverts can be
efficient in attracting targeted visits to a website (Zhao et al., 2020). Rather
from being the end of the process, as several marketers believe, acquiring users
is only the beginning of it. This study is a descriptive study that explores the
present-day scenario and the future application of web Analytics. It is an
attempt to highlight the various applications of WA in the e-business industry.
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Literature Review
Web analytics on a website is only applicable to the data set that is now on the
page (Chitkara & Mahmood, 2019). It is used to measure several aspects of
direct contacts between the consumer’s account and the server, such as the
number of visits, the length of time spent on the site, the number of route
clicks, and so on. It also includes information gathered from a variety of
sources, including surveys, reports, competitor comparisons, public
documents, and so on. This section provides an outline of web analytics on the
website, with a particular emphasis on classifying and characterizing data,
sources, data gathering techniques, metrics, and methods of analysis, among
other things. After the introduction of the World Wide Online in 1989 and the
release of the first widely used Mosaic browser in 1993, log files were used to
track web requests (Kumar et al. 2022). Founded in Portland, Oregon,
WebTrends was a trailblazer in web log analytics, which is the analysis of data
via webserver log files. WebTrends was a corporation that specialized in
online analytics. In the same year, WebTrends launched the website’s first
business analytics program, called WebTrends Analytics. Dr Stephen Turner
developed software in 1995 that was the world’s first free logfile analysis tool.
In 1996, WebSide Story offered hit counters as a tool for displaying a banner
on websites, which was the first time this had been done. Web server logs have
various limits in terms of the data that may be captured. Examples of
information that would be excluded would include information on user screen
sizes, user interactions with sites, mouse events like click and flush, etc. The
new page tagging technology has circumvented this limitation and is growing
increasingly popular in recent years. Web analytics are primarily centered on
the collecting and analysis of web-based data. Web analytics are currently
utilized in a wide range of sectors for a variety of objectives including tracking
traffic, optimizing e-commerce, marketing/advertising, web development,
information design, enhancing website efficiency, and web-based
campaigns/programs, amongst others. The following are among the most
significant applications of web analytics (Reddy & Prasad, 2021).
Web Design and User Interaction Efficiency
This comprises the design, functionality, presentation/layout content, and user

interaction in order to optimize website data for search engines and other
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Web Analytics 5
applications. It also allows for the identification of user preferences and

attention areas, as well as the development of the functionality of the Web
application.
Figure 1. The web analytics process.
According to Singal & Kohli (2016) a heatmap displays sections of a

website where the click rate is higher than average, and it may be used to
determine whether the expected link or information is located in the
appropriate location. On e-CRM, optimization of e-commerce and customer
attention, as well as improvements in purchase and retention: More and more
organizations are analyzing data from websites in order to better understand
the demands of their customers, enhance traffic flow, and this ultimately, raise
their earnings. A variety of sites may simply have a few purposes, such as
increasing sales of items and drawing more visitors into advertising to
generate more income. According to Lee & Yim (2015), websites seek to keep
visitors on their sites for longer periods of time (lower bounce rates) such that
consumers are enticed to return and finish each visit with a particular action
(conversion). Follow-up and evaluation of acts and efforts such as marketing
campaigns, in order to determine their efficacy. A broad range of online traffic,
marketing platforms, and visitor classifications must be distinguished in order
for web analytics to be of value in this context (Bhardwaj & Kumar, 2022).
“What kind of information did visitors gain?” is a frequently asked question.
Examples include parameters for tracking e-mail, social media, and mobile
traffic originating from e-mail (Lata & Gupta, 2020; Lata & Gupta, 2021;
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Nanda and Kumar, 2021). These characteristics permit traffic sources to be

associated with marketing campaign budgets in order to analyze financial
return (Chokrasamesiri & Senivongse X2016). The purpose of web analytics
is to identify and improve the online customer experience while
simultaneously increasing the profits of online businesses. This may be
accomplished through the way of navigation used by customers on a website.
According to the Web Analytics Association, the official definition of web
analytics is “measured, collecting, analyzing, and reporting online data for the
objectives of Web knowledge and optimizing usage.” In contrast to reporting
technology, web analytics is an ongoing process that advises a virtuous
website optimisation cycle to website owners (Gerrikagoitia, et al., 2015).
According to industry best practices, the following steps, as depicted in Figure
1, are essential for a framework for website performance assessment to
function properly.
Web Analytics Insight into E-Business
All organizations may benefit from web analytics tools, not only those in the
financial sector. The e-commerce analytics you require may be seen using
Google Analytics. It is possible to quantify and define the website’s
performance with the use of metering. The conversion rate, average order
value, cart abandonment rate, and traffic sources are just a few examples of
critical e-commerce indicators. The range of metrics used in e-commerce is
broad, and with good reason. As an example, Google Analytics, social media,
online storefronts, product sites, homepages, checkout, and shopping carts
may all be interpreted and monitored over time. The most important
applications can be seen in the following context:
List of the Most Popular Pages and Content
You can learn which parts of a website get the most traffic by using Web
Analytics or another web analytics tool, and this knowledge is priceless for
any business looking to improve its online presence. This page’s bounce rate,
as well as the average time spent on it, is all readily available (Ding & Zhang
2016). It is possible to find out this number, you may better understand what
your readers are looking for and discover any sites that are missing content.
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Web Analytics 7
Having a better idea of what consumers want to see makes it simpler to decide
whether or not to make changes to the website’s content.
Determine Who Your Customers Are
It’s vital in marketing to figure out who the ideal customer is for the products
and services being marketed (Kusumawati et al., 2021). In addition to
increasing marketing revenue, a clearly defined target audience leaves a
positive image on the company as a whole. Businesses may use web analytics
to find and connect with the right customers by analyzing their online
behavior. Developing marketing materials that provide a good first impression
on clients is much easier when the target demographic is identified. In addition
to boosting sales and conversions, a website’s overall performance may be
improved with the right marketing activities directed towards the appropriate
audience.
Optimization of the Conversion Rate
A website’s “conversion rate” (the proportion of visitors who take a desired

action after arriving at the page) can be improved through a process known as
“conversion rate optimization.” Only by utilizing web analytics tools can
websites improve their conversion optimization. Conversion rate optimization
(CRO) aims to increase the number of times a website’s visitors complete
tasks assigned to them. The conversion rate is calculated by dividing the total
count of objectives by the number of users. If you’re running a company, you
need to measure the metrics that are most important to your success (Kumar
& Ogunmola, 2020).
Boost the Impact of Advertising on Social Media
With regard to online marketing, analytics play a crucial part in the process.
We can see from the statistics how many people clicked on the web ads and
made a purchase, and also how effectively the ads were received by the
intended audience. Using data to identify the most common mistakes in social
media advertising may greatly improve your results and increase the efficacy
of your efforts (Lata & Gupta, 2020; Nanda and Kumar, 2021). Streamlining
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data collecting will improve the efficiency of online marketing. Web analytics
makes it feasible to use remarketing in advertisements.
Observe the Bounce Rate
An unsatisfied customer “bounces” after viewing a single page and not taking
any further action. As a result, you can observe which webpages they accessed
and when they were there through the use of time-stamped data. Increase
conversions by making use of this technology and helping prospects move
through the buying process before you ever speak to them personally. One of
the most critical duties in marketing is driving the right traffic to a website;
not only does it need to be done, but it has to be done correctly. It’s easy to
think that selecting your target demographic will be a piece of cake with so
many marketing tools at your disposal. On the other hand, this isn’t always
true. It’s not a good idea to try to fill every channel with as much material as
it can handle. It’s possible that the target audience will develop resistant to
your communications if they’ve been introduced to the product, brand, or
visual material too frequently in the past.
Marketing Campaigns May Be Tracked and Analyzed
For internet businesses, it is possible to measure marketing campaigns’

efficacy in order to acquire insight into how users perceive the campaigns and
whether or not the effort has been successful or unsuccessful. We can monitor
each campaign’s development and guarantee that if a promotion fails to meet
expectations, it can be swiftly detected and terminated (Kumar & Saurabh,
2020).
Tracking of Competitors
Keeping tabs on the competitors is essential. Do you know how and where the
traffic is coming from? You may want to think about rerouting this traffic to a
different site. As an example, type in words like “e-business” into a search
engine. Take notice of which competitors appear on the first page of search
results and in sponsored links. Comparing the business website’s ranking to
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Web Analytics 9
that of your competitors is typically a useful exercise because brands are more
commonly seen when key phrases are searched (Sharma & Joshi, 2020).
Integration of Web Analytics with E-Commerce
Web analytics is increasingly becoming a part of the intelligence architecture

of online marketers. Online marketing tactics are increasingly being built on
the foundation of web analytics. These methods also help to improve the
website itself in terms of performance. Web analytics, according to
Gamalielsson et al. (2021) is recognized to supply several facts on which
decisions are taken when it comes to online marketing tactics. Examples of
such decisions include; When it comes to deciding what sort of online
advertising to use (email, affiliate marketing, PPC, social media marketing,
etc.), there are a few things to keep in mind. The use of web analytics in online
retailing in e-commerce, web analytics can be used to a variety of various uses,
including:
Forecasting Demand and Profitability

For every firm hoping to enhance revenue and profits, using web analytics to
keep tabs on sales and boost productivity is essential. It is possible to evaluate
patterns and linkages in sales data by using a Business Intelligence solution
and to identify outliers via the use of visually pleasing and user-friendly
dashboards. The following sales scenarios can benefit from the usage of these
tools: Data siloes may be broken down with these analytics tools, which bring
all of the data together in one place. What we call “Sales Analysis” refers to
developing an all-encompassing picture of all transactions, including the
method of purchase, payment data, demographic information, discount
coupons/promotional offers used and returns enquiries and refund status (Li,
2021). The effectiveness and profitability of a marketing campaign may be
determined by doing an Effectiveness and Profitability Analysis. Business
intelligence dashboards allow merchants to dig into specific locations,
categories and items to get an understanding of sales performance, map this
performance to the relevant staff and identify profitable opportunities. They
may utilize this information to improve the effectiveness of their sales staff as
well as their business’ overall profitability. Relationships between products
can be found in Market Basket Analysis because they are complementary or
have a tendency to be bought together in a single transaction. Store managers
may use this information to create a unique line of products and test different
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combinations of pricey (high margin) and less expensive (low margin) items
to see which ones sell better. It is vital to identify cross-sell and up-sell chances
when there are a large number of clients in the same family.
Heatmaps
These business intelligence solutions also include heatmaps, which are a vital
component. With these maps, it’s lot simpler to understand the data at a glance
since they’re more aesthetically attractive. There are darker places on these
maps that reflect greater traffic, and lighter ones that show lesser traffic on a
website or store layout. A decision-ability maker’s to accurately forecast the
behavior of their present clients was made feasible by the use of such
technology. It’s possible for an e-commerce player to see what his or her
customers like and where they go after they leave. One company’s or product’s
success may not be the same for another (Zumstein&Mohr, 2018). Businesses
in the e-commerce industry can utilize this study’s findings to establish an
industry-standard approach (Lata & Kumar, 2021b). Using A/B testing, these
professionals are able to determine which design and layout is more beneficial
for users, as well as why this is happening (whether it’s a technical issue or a
design mistake).
To Drive the Promotion Plan, We Need to Identify Trends

It is critical for e-tailers to keep track on client trends. As a result, it needs a
significant quantity of data analysis, making the use of robust e-business data
analytics systems an absolute necessity. All of this is possible due to the fact
that buyers leave information about their purchases at various stages during
the sales process. Using a variety of touch points, marketers can build a more
detailed picture of their clients and better understand what they want.
Consumer Analytics helps merchants and e-commerce companies to give
relevant offers to each customer at every stage of the buyer’s journey. For
example, retailers might use “What-if analysis for spending” and “Analysis of
purchasing decisions” in today’s highly competitive retail sector. Use a
regression model to examine how store/platform sales correlate with a retail
event.
Pricing Price Elasticity

This analysis may help merchants better understand the impact of a change in
price per unit on sales of a certain item by identifying trends (price elasticity).
The low-price elasticity items and the slow-selling, high-cost (impulse)
purchases have a possible bundling possibility. All items, as well as all retail
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Web Analytics 11
and internet locations, will be priced using an insight-driven approach thanks

to these solutions. With the use of “User Behaviour Analysis,” online
merchants may design customized marketing campaigns based on their
customers’ behavior (such as how many checkouts they make vs how many
abandon their carts) (Önder & Berbekova, 2021). Retailers may benefit from
Promotion Channel Analysis by better understanding the channels through
which their marketing efforts are most successful. By prioritizing the most
successful channels for advertising and promotion, the whole expenditure may
be reduced, resulting in a higher investment return.
For Merchants, Analytical Services

The operations of the e-commerce business revolve around merchants. Service
providers expand alongside the retailer’s expansion. Therefore, E-Commerce
players carry out extensive research on behalf of merchants to assist them in
entering new markets or determining the proper pricing for their items. As an
example, Amazon may recommend that a Cricket Bats seller stock up on
Hockey sticks due to a rising demand in his area. This choice would have been
far more expensive for the corporation to make if the vendor had not merged
with E-Commerce players. For example, a DVD of a program was included in
the delivery box of a MAC purchased for USD 1000.
Identification of Fraudulent Activities

Fraud is the term used to describe the type of activity that can directly affect
the buyers and sellers (Lata & Kumar, 2022). No matter how innocent they
may have been in the fraud, the E-Commerce corporation must bear the cost
of it. However, merchants are rarely involved in frauds. Despite the fact that
this is relatively rare, customers have filed bogus claims in scams. While these
scams were first handled by hand, E-Commerce is moving toward the
development of predictive algorithms to identify frauds and avoid them
wherever feasible.
Personalisation
For e-commerce enterprises, one of the initial uses of big data is to provide
personalized service or a customized product. A vast number of data is taken
from many channels and utilized for real-time customization since customers
like to buy from the same vendor over and over again, according to multiple
studies. It is possible for organizations to offer personalized services, such as
promotions and content tailored to a customer’s needs, using real-time data
analytics. Additionally, businesses may employ personalized services to
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distinguish between new and returning clients in order to tailor promotions to

the most appropriate (Kumar & Ayodeji, 2021).
Variable Costing
In a competitive market, customers are the most important asset. As a result,
the only way to maintain a competitive advantage is to bring in new customers,
which is why e-commerce businesses are so proactive in setting product
prices. For example, Amazon.com has a system that collects data on the
competition’s prices and gives Amazon with feedback every 15 seconds; this
practice resulted in a 35% increase in sales. The night before a sale, give
internet buyers a really competitively priced goods. Customers’ regional and
geographic preferences, pricing mechanisms, and consumer actions are all
taken into account by Amazon.com in its analysis of big data (Hassler, 2019).
Detection and Prevention of Financial Crimes

When it comes to detecting credit card fraud, identity theft, and product return
theft, online retailers may use technologies like Hadoop to process the data on
a collective scale. According to Hassler (2019) a combination of client
transaction data, geo-spatial location, web logs, purchase history, social feed,
etc. may be used to discover fraud in real time. Visa, for example, has
implemented a data-enabled fraud control system that examines 500 distinct
aspects of a transaction and claims to have avoided up to $2 billion in annual
anticipated losses using this method.
Analytical Prediction
An event can be projected or predicted using predictive data (Big data)
analysis as a way of predictive analytics. Predictive analytics can only be
applied with solid data mining. Companies preparing revenue budgets benefit
greatly from predictive analytics. Predicting future sales patterns is possible
by looking at prior sales data, and online businesses may spot these trends by
creating budgets. As a result of superior forecasting and inventory
management, e-commerce enterprises are able to minimize product stock outs
and lost consumers.
Promotions That Are More Relevant to the Right Customers

Different clients will use an online retail business in different ways. In order
to deliver the right level of consumer engagement, companies may now use
web analytics to include and track additional aspects (Ayodeji et al., 2020).
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Web Analytics 13
Various forms of interaction include asking for input, signing up for a

newsletter, promoting a product, and taking a quiz. Data acquired from web
analytics may be used for predictive analytics by comparing it to data gathered
from other sources. As a result, internet businesses have learned how to target
single customers or entire demographics (Millennials) with customized
promotions.
Visibility of the Supply Chain

When things are shipped from an e-commerce provider, customers expect to
be able to monitor their orders. In order to provide customers with an accurate
delivery date, the online seller must have access to the product’s specific
location using data analytics. This is accomplished by combining data from
various parties participating in the process (Ayodeji et al., 2020).
Innovations in New Products, Markets and Business Models

By utilizing web analytics, product managers may create a realistic market
scenario and provide web analysts with the data they need to accurately
anticipate a product’s market share based on previous sales data. A product’s
most attractive features may be identified using this method (Jahan & Martin,
2019).
Web Analytics Metrics
With web analytics, users may be directed in the right direction. Make the
required and major adjustments to the website to do this. Only if you know
what the consumer wants can you make these changes possible. The best way
to do this is to observe how users interact with the website, where they click
around, and how much time they spend on various pages. With the help of web
analytics, companies may focus more on their customers. Website
optimization, page design inventiveness, and content updates may all benefit
from web analytics and data management systems, as can the company’s
overall success. In a survey done by Forrester Research on behalf of Google,
almost 70% of the firms surveyed recognize that Web Analytics plays a
significant role in their organization (Jahan & Martin, 2019). Businesses must
cultivate a data-driven culture that supports decision-making based on
statistical and actionable data rather than human intuition in order to reap the
full benefits of Web Analytics. To keep a website up-to-date, improve it, and
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optimize it, one must have a thorough understanding of how people interact
with it. Analytics systems gather, analyze and report online usage information
so that they may highlight what components of a website are working
effectively and can be exploited further, as well as what portions of the website
need to be improved or removed. There may be too much information in
unprocessed use data, such as server access logfiles and click-stream logs, for
most applications (Kumar & Ayodeji, 2021).
Metrics are used by online analytics tools to define and manage web use
information easily. Analytics KPIs are an excellent tool for determining
whether or not website goals have been met when utilized in this way. Key
performance indicators (KPIs) must be examined in the context of the website
in question since business objectives range from one webstore to another, even
from one page on the same website to another, and sometimes even from one
paragraph on the same page. A high percentage of repeat visitors indicates that
a website is both informative and visually appealing. When a website’s bounce
rate rises, it’s a bad indicator since it indicates that more visitors are leaving
the page without taking any action. Large numbers of page views imply high
page popularity, while the reverse is also true. The longer a user spends on a
given page, the more likely it is that the page is both interesting and useful.
There may be something wrong with a high exit rate, which is the percentage
of page views that are soon followed by a user’s decision to leave the website
(Li, 2021).
Measuring and Defining Results
Key performance indicators (KPIs) may be used to determine whether or not

a website is on track to meet its goals, according to Li (2021). There should
be a corresponding action for each KPI that is set up for a website. An
important feature of a KPI is that it can be easily modified to fit the needs of
the organization (Hasaninet al., 2021). Good metrics should have the
following characteristics; Using the measure, people from all walks of life in
a company and from all departments may quickly and easily come to their own
conclusions. In order for a measurement to be relevant, it must properly
portray the user’s relevant outcome.
Accurate Metrics
Policymakers must be able to make informed decisions based on accurate data.
If it takes up to a month to obtain information in an industry that changes on a
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Web Analytics 15
weekly basis, even the most brilliant measures are made worthless. To get the
initial peek of insights as soon as a user looks at the key performance indicator
(KPI), it is vital that the KPI’s definition be clear. When it comes to web
metrics, the most common features are tracking visitor activity and the
elimination of search engine bots that search for content while indexing a site.
Effective web metrics must, among other things, be based on generally
recognized terminology, concepts, and best practices. Web Analytics
integrates web analytics, making it useful for online enterprises. A few
advantages include the ability to assess and enhance sales, the monitoring of
the money generated by a website, the distinction of exit pages, the tracking
of visitor traffic, and the discovery of defects in the website (Hasaninet al.,
2021).
Measurements for Defining Visitors
A website’s “visit metrics” relate to elements such as the “front page,” the
“landing page,” and the “exit pages,” in addition to metrics such as the “visit
duration time on site,” “referrer,” and the “click-through rate” (Kirsh & Joy,
2020). This is the page where the visitors enter their information. The entrance
page is the first page that visitors view when they arrive at a website or mobile
site. Entry pages aren’t usually used as the primary landing page. Analyzing
the most popular landing pages may provide insight into how and why users
arrive at the site in the first place, which can then be used to improve the site’s
overall usability and attract more visitors. Data from the entrance page may be
very beneficial for assessing and optimizing SEO and SEM results. It is a
single web page that appears once the user clicks on a search engine-optimized
result or a marketing campaign, email, or online advertisement. It is common
practice for a landing page to include tailored sales material that follows the
advertisement, search result, or link that brought you there. Businesses utilize
landing pages to generate leads. The conversion rate of an advertiser’s
campaign is determined by the actions that a visitor does on the landing page
itself. Any microsite or independent page on a company’s main site can be
used to serve as a landing page.
• Page of exit: The number of times a visitor has left a website after
seeing a certain page is referred to as the site’s exit rate. The exit rate
of a page tells you how many people have visited it before leaving it,
and it is calculated as a percentage by dividing the number of exits by
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the total number of visits for that page. A customer may come to the
main page of the retailer’s e-commerce site, browse the category list,
then click through to a product page before leaving the site. That’s a
link to the product page’s end. Keeping an eye on the sites people are
leaving will help you figure out where you need to make changes.
• The length of time spent by visitors: Using this statistic, you can see
how long visitors spend on a certain website. In order to arrive at this
figure, all visitors to the website in question are averaged throughout
the time between their first and last actions on the site. To gauge a
website’s quality, you may look at how long people spend on it on
average. Users who stay on a website for extended periods of time
may have done so because they value it as a great resource for
learning and information (Kumar & Sharma, 2021). Alternatively, it
might mean that they are having trouble finding what they are looking
for or that the page loading times are taking a long time to complete.
As with the bulk of web analytics metrics, the average visit time is a
relative figure. When analyzing data, it’s important to look at trends
over time and the terms of a service or product when doing so (Kirsh
& Joy, 2020).
Click-Through-Rate (CTR)
For the purposes of this definition, the click-through rate (CTR) refers to the
percentage of website visitors who actually click on a link, as opposed to the
total number of people who view a webpage, link, email, or advertising. With
this strategy, it is easy to track the effectiveness of a website’s online
advertising and email marketing campaigns. Using this measure, you can see
which websites are getting the most traffic and make comparisons between the
traffic sources that each of those sites uses. A website’s traffic sources can be
identified by determining which sources bring in the most and least visits. It
is possible to utilize this data to improve your SEO, SEM, and SMO efforts.
Direct traffic refers to people who arrive to the site directly by entering the
Web URL into their browsers or by viewing the site through an undefined
method, according to Kirsh & Joy (2020). Social media users that followed
connections from social media back to the website have done so in droves. It’s
called “referral traffic” since it comes from people who have already been to
another website and clicked on a link thereon. For purposes of this definition,
“Organic Search” refers to people who reach your site by typing in a search
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Web Analytics 17
engine’s name and then clicking on the first result that appears. If someone
visits your site after clicking on an ad or following a link with a specific
tracking code, they are known as visitors from the campaign.
Identifying the Demographics of a Site’s Visitors Metrics
Website visitors may be segmented using the metrics in this category, which
indicate a variety of features that help separate them. Here are the metrics:
total new visitors, total returning customers, total repeat customers, total new
visits, total repeat visits, total new visits per user, and total new dollar value.
The term “new visitors” refers to people who are visiting a website for the first
time on a specific gadget. For a given reporting period, it is the total number
of unique visitors that logged in for the first time and started a new session
(Poulos et al., 2020). A “returning visitor” is a user who has made a conscious
decision to return to a website after their initial encounter. The number of
people who visited the website for the first time before the reporting period
began is included in the overall number of unique visitors reported. The
percentage of unique visitors that return to the site twice or more within a
reporting period is known as repeat visitors. A visitor’s initial visit to the site
determines whether or not he or she is eligible for a promotion.
• Visits per visitor: The average number of visits made by a single

unique visitor during the specified time period. In order to calculate
this metric, you must divide the total number of visitors by the number
of unique users (i.e., the number of visitors).
• “Recentness” refers to the time that has passed since a certain action
was taken by a single visitor to a website. E-commerce enterprises
typically utilize the number of days from the previous consumer
purchase as a way of determining this. In the future, consumers who
have recently purchased something are more likely than customers
who have recently purchased something to make another purchase.
• In order to do a certain activity, such as viewing the site, making a
purchase, or downloading anything from the site, a certain number of
unique visitors must be recorded throughout a reporting period. The
information gathered here might help you plan a marketing strategy
that is tailored to the purchase habits of your target audience.
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• Money spent: The total amount of money spent by a customer over

the course of one period of time. When businesses learn how much
money is made by repeat customers instead of new customers, they
may better understand what they can do to make customers more
satisfied so that they return for more (revenue attribution).
Participation of Visitors Metrics
A wide range of measures are available to gauge how involved visitors are in
this particular region. To determine the bounce rate (the percentage of visitors
that leave your site), the pages per visitor, and page departure ratio (page
abandonment ratio), you use this method (Poulos et al., 2020). Those
customers who left their carts unattended (abandonment Rate). After visiting
a number of other pages on the same website, a certain percentage of visitors
quit the site from a certain page. A webpage’s Exit rate is divided by the total
number of page views to arrive at this number. How many pages did each
visitor view? This statistic measures how many pages a visitor looks at while
on a certain website. Average page views per visit is calculated by dividing
the total number of views by how many visitors are on the site. There are
several metrics that can be used to determine how many customers leave a
website once they arrive, but one of the most commonly used metrics is the
“bounce rate.” After only one query to the Analytics server, the user’s session
is considered to be a bounce. As an example, the bounce is computed if a
visitor reads one page on the website and then exits without sending any other
queries to the Analytics server during that session. Ecommerce shops can
calculate the cart abandonment ratio by dividing the total number of completed
orders by the total number of shopping carts created by customers. To get the
percentage, take this number and multiply it by 100. This is a reflection of
possible interest in the property that did not result in a sale.
Metrics for Conversion
Website activities that bring value to a company’s bottom line, such as metrics
that indicate the number of objectives accomplished (conversions), the ratio
between the number of goals achieved and all other relevant metrics, among
other things, are included in this category (conversion rate). As an example,
one technique to gauge conversion rate is to look at the total number of visitors
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Web Analytics 19
to the website and then tally the number of conversions, or the number of
goods added to the shopping cart, by each visitor to the website in turn
(Kammar & Rafi, 2021). Conversion is a marketing term that refers to the act
of an online visitor completing an aim or undertaking some other activity. The
term “conversion” is frequently used in online shopping to describe the
process that happens when a site visitor purchases something.
• Conversion rate: The percentage of site visitors who become paying

customers is an important metric to monitor when it comes to e-
commerce. An action that a website visitor performs after arriving at
the site is called a conversion. An effective method for estimating the
conversion rate is to multiply each individual conversion by how
many different types of ad exposure led up to the final action.
• Average Order Value: This simply refers to the average dollar amount
spent by a consumer while shopping online. Average Abandonment
Order Value refers to the average value of a purchase that was either
abandoned during the checkout process or while in a shopping cart,
respectively. The AOV and AAOV must be tracked in order to
encourage user interaction. Your goal is to understand more about
what motivates clients to buy and what causes them to abandon their
orders.
• Cost Per Acquisition (CPA) may be used to estimate the cost of
acquiring a new client. Cost per Action (CPA) is a metric that
measures the total cost of a customer’s actions that result in a
conversion. Cutting the CPA and raising ROI may be done in a matter
of weeks.
• CLV is an estimate of the total revenue a client will create over the
length of their business relationship with a firm. How much money a
customer intends to spend on the items over the course of their
lifetime is referred to as “lifetime value” (Kammar & Rafi, 2021).
CLTV is a significant metric since it gives you the average value of
each customer. CLTV can help you identify customers who are more
valuable to your business in terms of dollars.
• A website’s customer retention rate refers to the percentage of
consumers who return to the site after completing a transaction. It is
possible to acquire insight into the long-term health of e-commerce
websites by tracking the retention ratio.
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• A company’s key performance indicators (KPIs) are statistics that

clearly show how well a website performs and how well it improves
over a specific time period. According to earlier statements, the
company and its goals are the driving force behind the selection of
metrics. The most often used KPIs may be categorized based on the
business model in use, notwithstanding this (Ogunmola & Kumar,
2021).
Conclusion
Web analytics conventional metrics have been discussed in this chapter. This
is a good introduction to the topic. In the field of web analytics, a set of tools
and methodologies is used to make sense of log file data. They can reveal a
wide range of information, such as, for example, how Internet users arrived at
a certain website, which pages they saw, where they clicked, what they replied
to, what information they provided, what transactions they made, and which
Website they visited next. E- businesses may get valuable insight into their
customers’ online habits and preferences through the use of web analytics.
These visual representations of data are provided through site overlays and
geo-mapping. Web log analytics from a business and marketing viewpoint
may help to reveal not just what information can be acquired about a certain
website, but also how these insights can be leveraged to assist successful
decision making. Web analytics may be used by businesses to improve the
conversion of website traffic into sales and to increase their financial return
from campaign expenditures when paired with other sorts of information. A
portal may learn anything from what inspires consumers to buy to which
customers are most likely to defect to what a customer’s future behavior is
predicted to rely on behavioral targeting.
There are still issues and challenges with the current tools and
methodologies, even though Web analytics is going in this direction. Counting
and identifying unique visitors might be difficult with some technology.
Following reports based on erroneous traffic data may be extremely
misleading. Cookies and page tagging are two methods for obtaining more
precise information about how many people have visited a certain website.
Existing measuring systems are challenged by technological advancements.
Web 2.0 technologies push the boundaries of web performance and
measurement to their farthest. To solve these issues, new measures and new
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Web Analytics 21
firms are being established. E- business decision makers must first have a clear
grasp of the primary aim and goal of the website before using Web Analytics
to measure its performance. It is therefore possible to pick Web analytics that
can supply useful information. In other words, decision-makers cannot rely on
any one method or solution to give all the information they require. Web
analytics that employ a variety of tools to analyze website performance and
improve continually with new technological developments will provide a
comprehensive analysis to support successful decision-making in the e-
business industry.
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Chapter 2
Social Media Analytics for E-Business:

Where Are We Heading?
Pooja Nanda
Sushant University, Gurugram, Haryana, India
Abstract
Social Media Analytics play a vital role in e-commerce for retrieving

useful information of a product or service. A social media e-commerce
strategy is helpful for any business in building brand awareness,
communicating with customers and generating more sales for their online
stores. The paper is exploratory research, which talks about how social
media analytics can be useful in various online processes like Marketing,
Finance and Operations for any online business. The objective of the
paper is to identify and discuss various social media analytics tools which
can be used for various business processes and how they can help in the
growth of online business. Some of the tools which help in tracking
customer, analysing reports, tracking performance and performing
competitor analysis have been discussed. This paper would help in
identifying how social media can be the future of any online business
leading to its growth and success.
Keyword: e-commerce, social media analytics tools, finance and operations,

online business


ISBN: 979-8-88697-335-8
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26 Pooja Nanda
Introduction
The style in which businesses are operating has changed across the world
including India. The increased usage of Smartphones and number of internet
users in urban and rural areas has contributed a lot in it (Lata & Kumar, 2021c).
As per January 2020 data by Statista, 4.54 billion people of the world's
population have been utilising the internet (Statista, 2020a). People all
throughout the world utilise social media in some form or another. As per
Statista, social media was used by 2.95 billion individuals in 2019. By 2023,
it is expected that this number would rise to 3.43 billion (Statista, 2020b).
According to the Indian Brand equity report, the Indian e-commerce market is
anticipated to grow from 120 billion US dollars in 2020 to 200 billion US
dollars in 2026 (Ibef, 2020). The foundation also predicted that the country's
digital transformation will continue with 6,36,73 million internet users in 2019
rising to 829 million by 2021. Due to its multiple benefits, the importance of
social media in enhancing business both internationally and locally cannot be
underrated. Most of the brands are also influenced by the wave of social media
marketing (Bhardwaj & Kumar, 2022a). As per the report by Buffer in (2019),
73% of marketers believed that their social media marketing efforts were
either very successful or somewhat successful (Buffer, 2019). As per a survey
conducted by SproutSocial, 72% of executives agreed that social media data
is now the top data source which is used for informed decisions rather than
market research. Further as per the same report, 85% of executives agreed that
social media data would be a primary source of business intelligence1.
Businesses of all kind are finally starting to see social media differently, as a
full-blown business function rather than a marketing tool. In the next several
years, companies will rely more heavily on social data than ever before to
inform strategies and business decisions beyond marketing (Kumar & Nanda,
2022). As per social media statistics, 93% of business marketers with social
media sites reported that their social media efforts had increased traffic to their
websites and 82% of them said that their social media efforts had increased
sales2.
With the popularity of social media platforms, e-commerce has become
all the more effective due to the usage of these. The information which is
shared by businesses on social media platforms can be seen by more and more
people as huge number of people can surf through that information. Businesses
1
https://sproutsocial.com/insights/importance-of-social-media-marketing-in-business/.
2
https://blog.hunchads.com/the-impacts-of-social-media-on-business-in-2021/.
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Social Media Analytics for E-Business 27
can leverage their company data to comprehend and gain meaningful insights
from social media platforms, and then turn that information into usable
information or intelligence for strategic decision-making (Kumar et al., 2022).
Several businesses have realised that social media may increase their visibility
and influence their decision-making process (Kumar and Nanda, 2019). In
comparison to traditional media, social media allows customers and brands to
engage and exchange information via the internet (Lata & Kumar, 2021a).
Recently, businesses have grown by using electronic media for their marketing
activities leading to the growth of electronic marketing in a very outstanding
and vigorous way. This new form of marketing that businesses are using to
function with the new tools like electronic media, digital technology and
internet to achieve their business goals is electronic marketing (Lata, and
Gupta, 2020). Most of the marketing initiatives rely on providing attention-
catching content that users share with their social networks (Kusumawati et
al., 2021). A business message spreads from one user to the next, most often
through social media platforms (Kumar &Ayodeji, 2021). Fortunately, a
majority of individuals nowadays have access to the internet, and some of
them use it for business operations. As a global media, the Internet is swiftly
gaining attraction as the most innovative marketing instrument. The
worldwide methods of communication and purchasing have been thoroughly
redefined with the use of social media, since it is now the ideal medium for
online retail establishments (Salehi, 2012). For both businesses and people, e-
commerce offers a variety of benefits. In addition to marketing, e-commerce
can also save operating and inventory expenses while speeding up orders,
deliveries, and payments for goods and services. The financial processes of
businesses can also utilize social media analytics for risk management and
fraud detection in the case of credit cards and other banking processes. Hence,
social media analytics and Ecommerce can be closely associated for tracking
and streamlining various business processes.
Social Media Analytics and E-Business
The lifestyle of people has changed dramatically due to usage of smartphones,

internet, social media platforms, cloud computing and many other advanced
technologies. Their buying and consumption patterns have shifted since the
advent of e-commerce. The entire transactions beginning from selection and
buying to payments can be performed online now. Every year, the number of
registered e-commerce businesses have been growing tremendously. As a
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result of this, many businesses have adopted an online sales approach. For
example, Gome Electrical Appliances and Internet-related businesses have
teamed up to develop "Gome Online," a new online sales platform (Xia and
Lv, 2021). It was presented by Clement (2020a), that global e-retail revenue
grew from US$1,115.7 billion in 2016 to $3.5 trillion in 2019. The author
emphasized that the ubiquitous usage of the Internet and the increasing
popularity of mobile devices have not only expanded the number of internet
users (Lata & Kumar, 2021c), but have also established alternate trading
channels across industries, which is not limited to grocery, clothes, and books.
Clement (2020b) was also of the opinion that apparel is one of the most
popular online categories in the world, earning 57% of all internet users. New
social media platforms have arisen, which are rising in popularity, attracting
new followers and presenting new opportunities for social media marketing.
The value of social media analytics has increased significantly for many
brands and organisations throughout the world as social media platforms have
grown in popularity (Lata, and Gupta, 2020). Even though different social
media platforms allow brands to engage with individuals in different ways,
social media marketers need to learn more to adapt to social media platforms
and usage of social media analytics tools in order to reach consumers
effectively. Additionally, in order to produce customer leads and boost
consumer interaction, new marketing techniques may be acquired by
managers. These new marketing techniques involve usage of social media
analytics tools for tracking reports about customer sentiments etc. This helps
businesses in making informed decisions pertaining to revenue, increasing
sales, and tracking various processes pertaining to supply chain in a business.
Social media analytics use tools for gathering data from various
interactions on social media platforms and converting it into valuable
information. This could also lead to more information-driven business
decisions and stronger business customer perceptions. An increasing demand
exists for centralised platforms to analyse and use obtained data in the present
business environment, supporting decision-makers to make unambiguous
decisions in less time. According to Lata and Gupta, (2020) goal of an
organization for using social media must be well defined beforehand. Social
media analytics are commonly used by businesses to learn more about their
clients. Extracting, analysing and reporting are some of the tasks carried out
by social media analytics tools. A significant association between the
assessments of managers and users may be built by extracting crucial
information from opinions, attitudes, trends, and issues associated with the
users. Promotion, after-sales service, reputation management, risk handling,
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supply chain tracking, sales, and decision making are among the most popular
uses of social media analytics, which are based on various practices. There is
a vast array of tools that provide social media analysis to meet various levels
of corporate requirements. The entire working of these tools for analysis
involves data selection, pre-processing, modification, as well as data mining
and hidden pattern assessment (Nanda and Kumar, 2022). Thus, businesses
can use social media and social media analytics tools in various functions of
any business. Some of the important functions can be marketing, finance and
operations.
Marketing
Businesses can benefit from social media marketing as it lowers costs, raises
brand awareness, and increases revenue. People are spending more time online
looking for information, communicating with businesses, and discussing
products and services with others. As a result of the usage of the internet and
social media platforms, consumer behaviour and business practises have
transformed. As a result of the shift in client behaviour, businesses have made
social media a critical and fundamental part of their marketing campaigns
(Stephen, 2016). According to Ajina (2019), organisations can fulfil their
marketing objectives at a cheap cost by using digital and social media
marketing. More than 50 million businesses have Facebook profiles, and over
88 percent of firms utilise Twitter for marketing (Lister, 2017). Making social
media marketing a major element of a company's overall strategy can save a
lot of time and money (Shareef et al., 2019a; Shareef et al., 2019b; Yang et
al., 2017). Companies can utilise social media to interact with customers, raise
brand awareness, influence consumer attitudes, collect feedback, improve
current products and services, and lift sales (Lal et al., 2020; Lata and Gupta,
2020). Additionally, data acquired from the digital world can aid in the
tracking of a company's performance (Kannan, 2017). Sales in social
commerce are considerably boosted by consumer-generated social referrals
around bargains (Kim and Kim, 2018). Because of the widespread breakdown
of traditional communication channels and societal reliance on brick-and-
mortar operations, businesses must seek out best practises in digital and social
media marketing to maintain and expand market share (Naylor et al., 2012).
Companies may use social media data to optimise digital marketing tactics and
forecast customer response to marketing because of the massive amount of
data available (Alshura et al., 2018). The data gathered is regarded to be useful
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in calculating client acquisition and retention costs, as well as analysing and

optimising various online marketing initiatives (Kannan, 2017). Gandomi and
Haider (2015) compared digital strategy to a road. The author claimed that a
strategy is a means of achieving a goal or reaching a destination. Planning
simply organises and streamlines the execution of a strategy. Therefore,
strategic utilization of social media analytics yields a positive impact on
marketing activities, customer engagement, risk analysis and assessment
product or service design, credit rating of customer profile, customer
education and competitive analysis.
Finance
Social media technologies not only provide a new platform for entrepreneurs
to innovate, but they also open up a plethora of new avenues for e-commerce
experts to explore (Kumar &Ayodeji, 2022). Financial institutions are not
native to the digital landscape and have had to undergo a long process of
conversion due to technological change. In the past few years, usage of social
media analytics in finance has led to significant technological innovations that
have enabled convenient, personalized, and secure solutions for the industry.
Some of the ways in which the financial processes make use of social media
analytics include real-time stock market insights, fraud detection and
prevention in credit card information. Additionally, accurate risk analysis can
also be performed. Financial businesses may now use social media analytics
data to generate new revenue streams through data-driven offerings, provide
personalised suggestions to clients, increase efficiency to gain competitive
advantages, and improve security and customer service. One of the latest
concepts of crowdfunding has grown in popularity as a new form of financing
in the web 2.0 era. The use of a variety of media for project presentation, along
with high frequency of project updates, help to boost donations (Beier and
Wagner, 2015). Globally, banks have begun to use advanced prescriptive and
predictive analytics in order to get insights, manage high compliance and non-
compliance costs such as financial and reputational risks, and have a
substantial impact on business operations (Manzira and Bankole, 2018). They
are part of those businesses trying to interact with customers through this new
digital channel which comprises several models of social banking, including
transactional social media banking. Customers are now using cell phone
banking, internet banking, and social media banking to execute their
transactions. Social media generates a wealth of customer data including
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behavioural data which can be utilised by banks to develop a deep

understanding of their customer wants or needs and hence products can be
customised and enhanced to deliver the best results.
Operations
Social media may help businesses improve their supply chains in a variety of
ways. People in the supply chain can benefit from social media because it has
become one of the most powerful and simple tools to develop relationships.
Social Media Analytics (SMA) can help supply chain managers integrate
suppliers and customers. Inventory data may be tracked in real time and used
to manage operations. Floor managers can manage their floors using real-time
data on who is absent. Information related to various supply chain events can
be captured via social media analytics. It enables supply chain players to track
supply chain events and transactions in real time to keep everyone informed
about current happenings, such as a delivery delay or a carrier failure to pick
up a product. Businesses can utilise social media analytics to see how others
view their services as well as track vendor and supplier difficulties. If
shipments are late or bills are not paid on time, tracking can be done. A
connected supply chain on social media, for example, might let everyone
know about delays or if a package hasn't been picked up in real time. Pickups
and deliveries from the warehouse could be tracked in real time, as well as any
delays caused by accidents or other circumstances. If something happens
along the supply chain that will have an impact, a brief tweet or post could be
considered as a good gesture to alert everyone else so they can start making
the required modifications to react. The social media platform can be utilised
for new product development (NPD) in the context of OSCM (Irani et al.,
2017), as well as to convey information like aid distribution and evacuation
routes in the event of disaster relief organisations (Yan and Martinez, 2019).
Service enhancement (Fan and Niu, 2016), daily sales projections (Cui et al.,
2018), and information diffusion (Fan and Niu, 2016) are some more examples
(Kanagarajoo et al., 2019).
Prominent SMA Tools
When it comes to promoting e-commerce businesses and converting visitors,

social media is a great success. They can assist a business in achieving a range
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32 Pooja Nanda
of goals related to the nature of online sales, depending on the strategy and
aims of the company. Social media analytics are interpretations of quantifiable
data or metrics that can tell us information about activities, events or
conversations. They provide insights into human behaviour on social media
platforms. Several businesses have developed tools for tracking a range of
social media platforms, from blogging to internet video to internet forums.
They are tools that facilitate an integrated study of organisation’s strategic
decisions and objectives, their measurement and performance measures at an
operational level. These tools also analyse various social media metrics that
can be tied to performance measures. As per different functions of business
requirement, there is a huge collection of tools available that offer social media
analytics. These tools work on a logic designed for analysis, which involves
selection of data, pre-processing of data, and transformation of data, data
mining and evaluation of hidden patterns (Kumar and Nanda, 2021). Important
tools which can be used for analysis of various processes include the
following:
Brand243
The process of monitoring online conversations that mention a company is
known as social listening. Brand24 is a powerful tool that collects mentions
from social media and other sources and analyses volume, mood, and quality.
Listening in to the conversations about a brand gives them valuable input that
would otherwise be tough to receive. Existing and future customers are likely
to discuss a variety of aspects of a brand online, including the quality of a
product and customer service, their thoughts on advertising, and their overall
attitude toward a company. Taking advantage of these discussions can assist
firms in identifying their strengths and areas for improvement. It also allows
them to participate in these debates, bringing a company closer to its target
audience. With the volume charts and influence score provided to each
mention, one may better comprehend the share of voice. Businesses can use
Brand24 to set up notifications for bad mentions and handle sensitive
conversations in real-time. Some useful features of this tool include:
• Mentions and analytics

• Discussion chart
• Influence score
• Sentiment analysis
3
https://brand24.com/.
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• Customizable alerts
Facebook4 Ads Manager

Ads Manager is a Facebook tool for creating and managing ads on Facebook,
Instagram, and Messenger. Facebook Ads analytics can have a positive impact
on a company's bottom line. It’s advertising solutions include complex
targeting techniques which when combined with the company's large user
base, allow advertisers to target ads to audiences that closely resemble target
clients. The built-in analytical features in Ads Manager can summarise results
at the account level or by specific campaigns, ad sets, or ads. Data can be
divided up further based on audience characteristics, the devices used to see
the advertising, the time, and other factors. Access to such specific data on ad
performance opens up a world of possibilities for optimising targeting and
expenditures. As a result, the return on investment (ROI) of Facebook
advertising is improved. The most useful features of this tool include:
• Creating ads
• Targeting
• Budgeting
• Performance tracking
Analytic Edge5
This product has been named as one of the Top 10 Marketing Attribution
Solution Providers for the year 2021. They offer technology-enabled
marketing and sales effectiveness analytics. To produce fast, cost-effective,
and actionable business insights, the tool combines technology, industry
knowledge, and cutting-edge statistical methodologies. Their Demand Drivers
product is a ROI measurement tool that helps businesses get over these
barriers. It is a cloud-based, AI-driven automated platform that enables
organisations to perform predictive marketing analytics in-house at the scale,
cost, and speed they require. The following are some of the software's primary
features:
• Pricing and promotional plan

• Revenue growth management
• Customer insights
4
https//www.facebook.com/.
5
https://www.analytic-edge.com/.
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• Range optimization
Supermetrics6
Thissoftware gathers all of a company's marketing data and sends it to its
preferred reporting analytics, or storage platform, whether it's a business
intelligence tool, a spreadsheet, a data visualisation tool, a data lake, or a data
warehouse. It enables marketers to get all of the necessary KPIs and
dimensions from marketing platforms. Supermetrics is the most
straightforward method of transferring marketing data to any location. This
app includes high-quality features as well. It generates a variety of cross-
channel data, as well as online analytics and social media platforms, to aid in
performance analysis. The following are some of most important features of
this tool.
• Create interactive cross-channel reports

• Extract cross-channel marketing data
• Performance marketing
• SEO
• Web analytics
• Social media analytics
NapoleonCat7
NapoleonCat is a comprehensive suite of social media management tools that
includes in-depth analytics, superior customer service solutions, publishing,
and reporting capabilities. It combines data from many accounts across
multiple platforms to create crucial information about performance.
Comprehensive cross-platform statistics are among the features, which allow
one to examine success at a glance. Analyses for certain channels can be
viewed and they can be narrowed down further by measure. Summary,
Followers, Engagement, Reach, Content, Hashtags, and Stories are just a few
of the elements included in Instagram analytics. Further, it can also be used
for analysing competitors by knowing where they stand versus their
competitors, regardless of the size or scope of their e-commerce site. It is an
important part of analysing their success. The outcomes of a custom group of
profiles can then be visualised in a single graph by combining data from
various accounts in comparative sets. The users can include their own profiles
6
https://supermetrics.com/.
7
https://www.napoleoncat.com/.
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in the mix for a quick and easy comparison to the competitors. Most useful
features of this tool include
• Competitive analysis features

• Integrated Social Inbox for managing engagements across social
media platforms.
• Automated reporting.
• Content scheduling and publishing functionalities.
TapInfluence8
TapInfluence is a social media influencer network that links marketers with
social media influencers. The platform offers comprehensive analytics tools
as well as solutions for streamlining campaign execution and reporting.
TapInfluence and other similar tools can assist businesses in identifying the
best influencers for their company's profile and goals. Over 50,000 opt-in
influencers, as well as thorough audience intelligence and influencer
performance data, are available through the platform. The platform also
delivers real-time automated data on the performance of sponsored content
and the ROI of campaigns throughout activations. The major useful features
offered by this are:
• Influencer discovery.
• Campaign execution including scheduling, tracking, content
approval, and more.
• Benchmarking and ROI insights.
Snaplytics9
Snaplytics is a social media management solution for Snapchat and Instagram
Stories users. It includes content creation and distribution capabilities, as well
as sophisticated analytics. Material on the platform is spontaneous, casual, and
quickly expiring, resulting in high engagement. Businesses can fine-tune (e.g.,
Instagram Stories) efforts using tools like Snaplytics by identifying top-
performing content and examining audience statistics, which includes a full
assessment of follower acquisition strategies. This tool has the following
useful features:
8
https://www.tapinfluence.com/.
9
https://snaplytics.readme.io/.
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• Content creation, scheduling, and management.

• Automatic collection and simplified sharing of user-generated
content.
• Desktop chat
• Automated analytics
SproutSocial10
Sprout Social is a social media management and analytics solution that helps
companies and agencies of all sizes manage conversations and uncover
actionable insights that lead to actual business impact. It is a set of deep
listening and analytics, social management, customer service, and advocacy
tools that help businesses of all sizes be more transparent, honest, and
empathic on social media, and develop the kind of genuine relationship with
their consumers that propels their businesses ahead. More than 25,000 brands
and agencies across the world use SproutSocial for social media listening and
analytics, social management, customer service, and advocacy. Sprout's single
platform combines social's power into every element of an organisation,
allowing social leaders at all levels to extract important insights. The important
features include:
• Access to social data and analytics

• Engagement
• Publishing and Scheduling of Posts
• Listening to group discussions.
• Improve marketing performance
HubSpot11
It is a marketing software that enables a company to increase traffic, increase
conversions, and manage entire inbound marketing campaigns at scale. Sales
CRM software can assist in gaining a deeper understanding of prospects,
automating chores, and closing more sales more quickly. Customer service
software may help you engage with consumers, surpass their expectations, and
turn them into brand advocates who can help you develop your business. The
following are a few of the most important characteristics:
10
https://sproutsocial.com/.
11
https://www.hubspot.com/.
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• Lead generation
• Marketing automation
• Analytics
• Advanced CRM
• Scheduling of Meetings
• Payments
BuzzSumo12
BuzzSumo is a cloud-based platform that allows users to find the finest
engagement, content, and outreach opportunities in social search. One of the
most successful content analysis tools on the market is BuzzSumo. It aids in
the discovery of new keywords, popular stories, consumer questions, and
content success, all while keeping track of what matters most to your
company. This application crawls the web and social media feeds
continuously to offer you the most popular material in any area. The world's
largest index of social engagement data is available for browsing. It is also
useful to filter by content type to evaluate which formats appeal to the target
demographics. It also reveals the most popular articles from the competition.
In addition, by scanning the previous 5 years of content performance data, one
can compare trends. BuzzSumo keeps track of competitors, brand mentions,
and industry news. It can track brand mentions. Some of its important features
include:
• Customer engagement
• Dashboard impact
• Scoring influencer
• Tracking reputation
• Management trend tracking
• Audience segmentation
• Competitive analysis
• Configurable alerts
Keyhole13
This tool automatically tracks all the accounts and compares social media
performance with the competitors. Keyhole's social listening and influencer
12
https://buzzsumo.com/.
13
https://keyhole.co/.
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management platform helps marketers measure the full impact of their social
media campaigns. This tool's social listening, influencer tracking, and social
media analytics features assist marketers in enhancing their social media
strategy and demonstrating their impact to colleagues and clients. It also
properly measures real-time and historical social media data, presenting data
in easy-to-understand graphs and layouts that make reporting. Some of the
main features of Keyhole include:
• Influencer tracking and analytics

• Profile and competitor analysis
• Hashtag tracking and analytics
• Social publishing
Brandwatch14
This is a self-serving software that stores social media data to provide
information and means for businesses to monitor different segments in order
to evaluate the online presence of their brands. Users can scan data, and use
charts, categorisation, analysis of sentiments and other features to provide
additional details and analysis. It is a powerful and responsive social media
listening and analytics platform. It gives an instant access to conversations
from any part of web. Some of the features include:
• Crisis management
• Market research
• Analyse market online
• Benchmark performance with competitor analysis
Intellestra15
Intellestra from Voxware enables distribution executives and managers to
anticipate future supply chain requirements. Warehouse managers and
supervisors can utilise this platform to get a real-time aggregation view of all
data across the supply chain. Intellestra's powerful algorithms collect and
analyse data to present current and historical activities, forecast future events,
and generate prescriptive analysis for informed decisions. The key features of
this tool include:
14
https://www.brandwatch.com/.
15
https://www.voxware.com/.
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• Real-time insights for quick action

• Graphical and intuitive reporting
• Multiple perspectives for a single solution
• Simple data extraction from any source
• Customization of business system by users.
KPMGSpectrum16
KPMG Spectrum is an intelligence engine designed to resolve complicated
situations that individuals alone cannot solve. Organizations can use their
third-party intelligence product to uncover supply-chain vulnerabilities and
take action before disruptions arise. With KPMG Spectrum Third Party
Intelligence, businesses can quickly identify threats and take corrective action.
Some of the tool's most important features include:
• Action-oriented user interface

• It collects financial data from suppliers in order to identify hazards in
the nations where they operate and forecast specific weaknesses.
• Visualize vulnerabilities in real time and in the future
• Based on the aggregate expertise and experience of thousands of
KPMG experts to provide an additional layer of intelligence
PeopleSoft17
PeopleSoft Supply Chain Analytics provides enterprises with the real-time
data they need to manage day-to-day operations. PeopleSoft Supply Chain
Analytics assists in tracking profitable items, investigating production
problems, identifying product quality issues, and measuring operational
performance to keep costs low and improve customer happiness. The main
features include:
• Clarify capacity, materials, and customer demand mismatches via the

manufacturing process.
• To determine how successfully suppliers adapt and respond to a
request for a change or an order.
• Determine whether product quality has an adverse effect on the final
product or service delivered.
16
https://www.kpmg.us/.
17
https://www.oracle.com/in/applications/peoplesoft/.
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• Figure out which channels work best for which product promotions.
• Identify the most responsive warehouses and freight carriers
InforBirst18
A world leader in enterprise business information and analytics. Birst's supply
chain analytics tool allows you to manage every step of the supply chain from
a single location. Infor specialises in cloud-based business applications for
businesses. Initially, the company concentrated on financial systems and
enterprise resource planning (ERP) software, as well as supply chain and
customer relationship management. Infor began focusing on software for
industrial niches and user-friendly software design in 2010. Infor uses
Amazon Web Services, Azure, and a variety of open source software
platforms to deploy its cloud applications. Birst allows companies to interact
across the supply chain and receive real-time visibility. The following are
some of the software's primary features:
• Collaborate with internal business processes, as well as customers and

suppliers from outside the company.
• Make real-time adjustments to supply and demand.
• Forecast demand for a variety of product lines as well as globally.
• Align demand planning with production and make adjustments based
on material availability.
HaloBI19
Business intelligence software empowers and liberates business managers and
executives at all levels of an organisation to ask and answer their own
questions based on a clear view of current operational data (Lata & Kumar,
2021b). With the Halo tools, reporting and analytics are a breeze. Halo BI
offers enterprise-scaled, quickly installed, and data-secured analytics for
supply chain planning and data discovery. Supply chain leaders and managers
can analyse, decide, and plan faster than ever before using Halo. The following
are some of its important characteristics:
• In a single system, automates data integration, visualisation, and

analytics.
18
https://www.infor.com/.
19
https://halobi.com/.
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• Business intelligence: visualisation, reporting, and analytics, data

warehouse automation, and self-service data analysis.
• Regulatory industries and advanced modelling: advisory analytics
Due to some global situations, like the recent outbreak of COVID-19

pandemic, there have been wide changes in the eCommerce industry.
Following lockdown instructions, everyone, including students, employees,
and company owners, became more exposed to social media as the
coronavirus pandemic spread throughout the world (Lata and Gupta, 2021).
While online shopping and selling have grown in popularity, social media
platforms such as Facebook, Instagram, and Twitter have also entered the
social commerce arena. It was reported that eCommerce transactions were
$82.5 billion in 2020, up 77% from 201920. Social media appears to be the
future of eCommerce in light of this. Because social media is used by more
than half of the world's population, many eCommerce businesses have begun
to use it to engage current and new customers. The future of social commerce
appears to be bright, due to the combined power of social media and
eCommerce (Chen et al., 2014). Some of the ways by which this can be carried
out is Chatbots, Influencer marketing and video and live streaming through
YouTube etc. (Culnan, 2010).
Conclusion
Every social media strategy should be built on the foundation of data. Being
able to track the progress in real time is especially critical in conversion-
focused industries like e-commerce. In E-commerce, shopping behaviour is
also important. To meet customer expectations, businesses must incorporate
new technologies. E-commerce will rise dramatically in the next ten years as
a result of technological advancements and the benefits outlined. Because of
the foreign direct investment scheme, big firms are investing millions of
dollars in India. The E-commerce market would be directly affected by the
rise of the education sector. By 2025, internet availability in rural areas will
have increased, implying that everyone in the rural area would use the e-
commerce market. Considering digital marketing is evolving, Ecommerce
businesses will spend less money on marketing in the future and deliver more
discounts to customers. Because of the fast pace of life and technological
20
https://www.pinnaclecart.com/blog/will-social-media-become-the-future-of-e-commerce/.
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42 Pooja Nanda
advancements, physical establishments will adopt online business models in

the next ten years, and people will shop for everything on the Internet.
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Chapter 3
Artificial Intelligence and E-Business
Aashish Bhardwaj*
Guru Tegh Bahadur Institute of Technology, New Delhi, India
Abstract
The world is now shifting to electronic side of things with augmentation

through Artificial intelligence. There is a tremendous growth of e-
business and technology has played a vital role in this upliftment. Use of
Artificial Intelligence and E-Business has many advantages like tracking
the marketing efforts with precise accuracy using sophisticated tools like
‘Google Analytics.’ This chapter highlights the importance of AI for the
e-business and the significant role which AI plays in the whole customer
life cycle with customer acquisition, enhancement and retention. For
customer acquisition there are AI based applications like Google
Analytics which offer search through natural languages ad
advertisements for relevant material. They are also used to show offer of
various products on Amazon and Flipcart. AI applications are also used
for enhancing the experience of the customer through chatbots which are
offering online 24 x 7 supports. There are particular applications like
OnChat from HDFC bank which suggests sale through automatic
cashback on cards, automatic integration of the coupons and discount
vouchers. Also, AI is running the customer loyalty and retention
programmes. The chapter also defines various opportunities and
challenges for AI in e-Business.
Keywords: artificial intelligence (AI), customer life-cycle, Google analytics,

e-business


ISBN: 979-8-88697-335-8
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46 Aashish Bhardwaj
Introduction
The world has seen an exponential growth in the internet and mobile phone
users during last decade (Mittal & Kumar, 2020). As per Statista, the number
of smart phone users worldwide has surpassed six billion in 2021 and is
forecast to further grow by another hundred million in next few years1. This
has opened a wide range of communication tools for individuals and
organizations. At present, the communication through online platforms has
become a key element of integrated marketing and the way organizations
communicate with their customers (Kumar & Saurabh, 2020). As per United
Nations Conference on Trade and Development (UNCTAD) global e-business
has jumped to @26.7 trillion as COVID-19 pandemic has boosted online sales
(Lim & Kim, 2021). This rise in online retail sales is mainly due to the
restrictions imposed by governments throughout world for containing spread
of COVID-19 (Kumar & Gupta, 2021). The world is now shifting to electronic
side of things with augmentation through Artificial intelligence (Weyerer &
Langer, 2020). All the organizations have recognized the need and importance
of artificial intelligence and e-business which have enhanced their scope
(Gkikas & Theodoridis, 2019).
Figure 1. Role of electronic channels in success of an organization.
1
https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/.
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Artificial Intelligence and E-Business 47
Affordability is one of the benefits to organizations due to the use of

electronic channels as marketing digitally costs very less than traditional
marketing (Nuseira & Aljumahb, 2020). Organizations are having an option
to invest as per their financial plans and get the desired results. This mostly
helps small businesses to grow and improve their reach to people without
spending much on their budgets (Kumar & Vidhyalakshmi, 2012). Another
important aspect of using electronic channels for success of organizations is
the ease of monitoring the response, reactions and results. The use of
electronic channels like emails, instant messaging, websites, blogs, text
messaging, voice mail and video messaging plays an important role in success
of an organization as shown in Figure 1.
All these help organizations in saving the cost and time for conducting
customer satisfaction research (Chung et al., 2020). The response provided to
organizations through electronic channels is in real time and data which helps
them to quickly adapt to changing customer behaviours and taking future
course of actions (Kusumawaty et al., 2021). Also, with increasing reach of
electronic contents among people, it has become essential for organizations to
have a strong presence in electronic media (Kumar & Pradhan, 20215). With
a strong electronic media, organizations can take their products and services
to wider range of customers easily (Grabara, 2021). Many research studies
(Agus et al., 2021; Sakas & Giannakopolos; 2021) have suggested that
organizations using electronic channels for marketing have a higher
conversion rates as compared to organizations using other mediums.
Electronic channels can be used in a very efficient way to create new
customers or converting non-buyers or prospective buyers into actual
customers (Kumar & Pradhan, 2016). This is possible because electronic
channels provide customization options to the organizations. Such
customizations can be based on customer preferences, partialities and
requirements in order to attract more customers (Van & Stewart, 2021). Use
of electronic channels by organizations allows them to solve customer
grievances, queries and suggestions in a fast and more efficient manner. This
helps organizations to ensure that customers are satisfied with their products
and other aspects as well. All these aspects help organizations in building
brand loyalty by retaining existing customers and avoiding risks of losing
customers (Kumar & Pradhan, 2018). Also, there are government initiatives
to empower use of electronic channels by organizations like ‘Digital India’
campaign. This campaign was launched by Government of India to empower
its citizens technological accessibility to high speed internet and availability
of government services around the clock (Biswas, 2021; Lata & Kumar,
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48 Aashish Bhardwaj
2021b). The Digital India campaign was launched by Prime Minister of India
Mr. Narendra Modi on 1stJuly, 2015. It has three main components
development of secure and stable digital infrastructure, delivering government
services digitally and universal digital literacy (Kumar & Ayodeji, 2021).
Also, there are nine ‘Pillars of the Digital India’ specifically targeting
broadband highway, universal access to mobile connectivity, public internet
access programs, e-governance, e-kranti, information for all, electronics
manufacturing, IT for jobs and early harvest program (Azad & Singh, 2021;
Lata & Kumar, 2021a). The campaign received huge appreciations from
citizens and leaders from the country and worldwide. Such examples can be
seen when Mark Zuckerberg, CEO of Facebook, changed his profile picture
to support the Digital India campaign and promised to support WiFi hotspots
in rural areas in India. Some latest technologies which support e-Business are
mentioned in Table 1.
Artificial Intelligence in E-Business offers personalized and interactive
purchasing experience (Hassaan et al., 2021). With AI-based systems
organizations can view their customer’s preferences in real-time and provide
them with specialized and reliable shopping experiences. Artificial
Intelligence even plays an important role to improve the marketing standards.
Al integration even helps retailers to identify patterns and datasets to create
unique experience to their customers (Zhang et al., 2021). AI even plays a
significant role in the whole customer life cycle (Kumar & Pradhan, 2018)
which is having three phases of customer acquisition, customer enhancement
and customer retention as shown in Figure 2.
Figure 2. Customer life cycle.
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Table 1. Some latest technologies which supports E-Business
S. No. Technology Use in E-Business

1 Affiliate Affiliate marketing is a type of marketing where organizations promote others products or services to customers if they like
Marketing them. For every sale of the product promoted by organization a promotion is received. There are three parties involved in
this type of affiliate marketing like advertisers, publishers and consumers. Example of such marketing is Amazon which
acts as a host sit and sells other companies products (Mittal & Kumar, 2022).
2 Content Content marketing is posting blog posts on social media, storytelling to gather attention, bringing curiosity of customers
Marketing and their interest. This is the reason that few things pick up well in market as the content is well picked and chosen to
market as well. This is a long term strategy that focuses on long-term relationships by providing relevant and good quality
contents. The model of content marketing is mapping to pain point, mapping appropriate content and mapping to buy cycle
(Mittal & Kumar, 2020).
3 Digital Digital marketing strategy is a series of actions that help an organization to grow using online marketing. Steps to build a
Marketing comprehensive digital marketing strategy for an organization includes building buyers person as identify goals; identify
Strategy digital marketing tools which would be required, evaluating existing digital marketing channels and assets. Audit and plan
own media, audit and plan earned media, audit and plan paid media and bring it all together (Kumar & Saurabh, 2020;
Olson et al., 2021).
4 Display This is a type of advertising that comes in form of banner ads, rich media and more. Such ads use image, audio, video and
Advertising cookies to track their customers. Using all these they release whether buyers have bought products and services or have just
surfed the website. The different ways to measure display advertising are reach, click through rate, bounce rate, conversion
rate and return on investment (Ayodeji & Kumar, 2019).
5 E-mail E-mail marketing is one of the initial ways to do promotion of products on the internet. Organizations collect email ids of
Marketing customers to update them with a new catalogue of products and services. It is done by either sending out emails or making
them aware or by personally sending a customized email. Sending an email is just like invited by someone to their house
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(Taherinia et al., 2021).
Table 1. (Continued)
S. No. Technology Use in E-Business

6 Marketing Mobile marketing is a kind of marketing advertisements needs to appeal to mobile device users. Such marketing
Analytics provides potential customers using a smartphone at their convenient time, comfortable location and choices. Different
strategies to mobile marketing include App-based marketing, In-game marketing, QR codes, Location-based
marketing, Mobile search ads, Mobile image ads, Consider your audience, Optimize for local and Benchmark your
results (Nanda & Kumar, 2022)
7 Online It is the process of controlling what the user looks at when they are online. This also includes negative feedbacks, risky
Reputation comments or anything that brings bad name to the organization. Online reputation management helps to search about
Management the product or service of a particular organization and helps users to take decisions based on what they see online.
Having good contents help most of the people with updated knowledge where everything is protected and recorded
online (Pradhan & Kumar, 2016).
8 Search This is a type of marketing, where organizations pay for the advertisements that appear on search engine results. The
Engine key words on the site are set for biding on services like Google or Bing which gives advisor an opportunity to showcase
Marketing their advertisements for such query. Such ads are known as pay-per-click ads which are small, text based ads and visual
graphics (Kumar et al., 2022)
9 Search The first place to search for anything and gather information is a search engine. Search Engine Optimization (SEO) is
Engine the process of maximizing the number of visitors to the website. This is done by ensuring that the website is seen at the
Optimization top in the list by the search engine. There are two types of SEO, On-site and Off-site which are important in today’s
competitive market (Bhardwaj & Kumar, 2022b).
10 Social Media Like, share, follow, subscribe or repost are some of the common words used in social media to gain more attraction. All
Marketing these pop-up in social media marketing when working on websites like Facebook, Instagram, Twitter, Linkedin,
YouTube etc. The main task of social media marketing is to create awareness and gain audience, obtain brand
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awareness, a voice in the market and visibility (Nanda & Kumar, 2021).
11 Website This is one of the crucial aspects of e-Business. Now days when a new business is set up, website of the organization is
Development the most inquired step which shows the range of products and services which are offered. Website planning includes a
process of steps like information gathering, planning, design, development, testing, delivery and maintenance (Kumar
& Ayodeji, 2020).
This customer life cycle is traditionally being used to map the different
stages a customer goes through from considering a product, service or solution
to the actual purchase. Also importance is given to post purchase stages of
customer enhancement and customer retention. This life cycle is important in
different business functions including marketing, management and
optimization of the customer experience. Artificial Intelligence is very helpful
in this customer life cycle through its capabilities of product searching,
personalized product recommendation, dynamic pricing, fraud risk
management and warehouse automation. The product searching may be the
most important feature as it allows customers to find products that match their
interests from keywords. This is done by a combination of Natural Language
Processing (NLP) and computer vision to enhance search by keywords and
images. The ranking algorithm on e-Business platforms also uses
reinforcement learning technologies to deliver better search results. Apart
from providing best outcome during a product search, the e-Business also
makes use of Artificial Techniques to engage customers. The AI models can
analyse a specific customer’s browsing history and shopping trends, based on
which product recommendations which best fit the requirements are
recommended. Many e-Business platforms like Amazon uses dynamic pricing
tools for product sales (Kumar et al, 2020). Powered by AI algorithms
dynamic pricing adjusts product prices in real time based on factors inventory,
supply and demand projections. The same tools can be used to predict the
future prices as well. AI technologies can be used to identify potential
fraudulent credit card transactions. Not only these prevent and control risks in
real time but also ensures secure online transactions. Artificial Intelligence use
in e-Business has extended beyond websites into the warehouses. The AI-
robots working around the clock are also increasingly replacing traditional
forklifts and managers.
AI Application for Customer Acquisition
Consumer acquisition means the way organization is acquiring traffic to their

website (Gkikas & Theodoridis, 2019). There could be many ways through
which the traffic is coming to the website of any organization like direct by
using domain name, through organic search, through social media or through
referral. To know the exact proposition of traffic coming to website out of
different sources Google Analytics provides the information. The Google
Analytics Intelligence is a machine learning tool used by Google to help users
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52 Aashish Bhardwaj
understanding the analytics of data. It includes Artificial Intelligence (AI)

based features which help organizations to find the insights from data without
digging into the data (McCloskey et al., 2021). The Google Analytics tracks
the information collected from website or mobile app and presents it in a very
structured for to the admin or users. It helps in understanding the audience
insight and organizations can track the Return on Investment (ROI) of
marketing efforts (Ayodeji & Kumar, 2020). The four phases of Google
Analytics are collection, configuration, processing and reporting as shown in
Figure 3.
Figure 3. Google analytics architecture.
In the collection phase, Google Analytics collect raw data from various
sources, such as a website, mobile app or any other device connected to
internet with the help of a tracking code (Kumar & Ayodeji, 2022). A tracking
code is a unique code, generated by Google Analytics that is embedded in
organization’s website. Once this tracking code is embedded in the
organization’s website, Google Analytics starts collecting the information sing
different algorithms. Google Analytics uses various parameters like browser
settings, cookies, browser behaviour etc. to collect the information (Troisi et
al., 2020). The configuration phase allows organizations to customize the data
they are willing to collect and set up rules for processing it further. This phase
is important as Google Analytics collects a lot of information from the
websites in a huge amount. All the information may not be relevant to
marketers and other users. So, in this phase Google Analytics filters
information and keeps only the relevant information for further processing
(Feldman et al., 2021). In the third phase of processing, the information is
filtered in the back end and Google Analytics organizes this information into
various meaning full segments and categories. There are a number of
categories in which the information is categories. The processing phase turns
all the collected data into reports that organizations can interpret and monitor
(Rathore et al., 2021). In the last phase of reporting, after the organization of
information Google Analytics presents this information to the users in a very
understandable and meaningful way. Through Google Analytics interface
organizations have access to all the processed information and manage it. The
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various reports can be easily browsed and downloaded to further analyse the
data and make decisions (Iadanza et al., 2021).
One of the examples where AI is used for customer acquisition is by
Amazon (Kumar et al., 2020). In Amazon AI algorithms are used from the
point when customer searches a particular product to the time it reaches
doorstep of the customer (Saghir et al., 2021). The AI algorithms are used in
Amazon to recommend products to customers, forecast future demands from
customers, improve the quality of product catalogue, classifying products,
correcting misspelt queries and eliminating duplicating products. Apart from
Amazon, in retail market Flipcart is also extensively using AI for customer
acquisition. Flipcart is employing AI technologies for developing products of
better quality, providing enhanced user experience, inventive logistics,
targeting the precise demographics and becoming the preferred option for their
customers. Flipcart is also using AI for extracting insights from customer’s
behaviour and their reviews, frauds in transactions, processing of text, speech
and image, forecasting and address understanding (Dadhich & Thankachan,
2021).
AI Applications for Customer Enhancement
There are many applications of Artificial Intelligence applications which are

improving the customer enhancement (Koo et al., 2021). Some of these
include creation of hyper-relevant digital ads, power personalized search,
helping customers to find best prices, provide immediate answer to questions,
anticipate and prevent issues, empower 24/7 support across every channel and
eliminate the hassle of returns. Artificial Intelligence is improving customer
enhancement through understanding customer intentions, improving agent’s
their experience and strengthening customer experience (Tang et al., 2021).
Agents are the human being answering customer queries. AI applications help
to enhance customer experience by creating super-relevant digital
advertisements of the products. AI helps customers to do a power personalized
search, helps customers to find best price of the products, provides immediate
answers to customer queries, also helps to anticipate and prevent problems
even before the customers get information regarding them. AI provides
customers with 24 × 7 support across all channels and eliminates the hassle of
returns (Zdravkovic et al., 2021). AI is enabling organizations to be future
ready platforms which are enabled with Natural Language Processing (NLP)
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54 Aashish Bhardwaj
for conducting sentiment analysis on textual data and assist agents to prioritize
the customer queries as shown in Figure 4.
Figure 4. AI for customer enhancement.
Sentiment analysis is important to understand a customer’s state of mind.

AI platforms of an organization reviews chat transcripts and highlight those
instances when a customer felt infuriate or is not happy. AI helps to pinpoint
customer’s individual expectations, behaviour, situation and prepares
customer centre executive to handle through intelligent conduct. Also extra
care can be taken up to improve customer’s experience (Karimi et al., 2021).
Agents being human being are sometimes prone to ignore high stake queries
and escalations due to high volumes of work pressure. This is no longer an
issue as AI platforms themselves identifies customer sentiments and notifies
agent or their head supervisor to prioritize the customer query. By such tasks
agent’s experience is improved and customers are more satisfied (Borsci et al.,
2021). Timely and quick resolution of customer queries impacts customer’s
experience in an optimistic way. The AI platforms facilitate customer service
teams to organize and prioritize customer’s sentiments. It empowers agents to
take data analytics and data analysis based decisions. The agents get to know
the customer’s state of mind while resolving their issues and are able to deliver
customer enhancements to a greater level (Kushwaha et al., 2021).
Also, there are AI based Chatbots for every business function and
especially for customer enhancements. Chatbots are artificial intelligence
powered programs that help in customer enhancements by taking care of their
requirements. Such chatbots provide human-like conversations for higher
insights on customer behaviours and their experience (Hwang & Chang,
2021). These chatbots are secured and scalable for different types of business
requirements. They are having intuitive designs that are designs easy to use
with assurance to perform all their functions. Most of the chatbots are also
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equipped with AI based tools to improve their performance. Also, they are
scalable through which organizations can increase the number of chatbots, add
more functionality to existing ones and can even increase their scope of work.
There are numerous benefits of chatbots to organizations in offering online 24
x 7 support as mentioned in Table 2.
In a specific example of HDFC credit card there is an automated
integration of offers like suggesting specific products for available cashback
on card, automatic integration of coupons and discount vouchers (Jaiwant,
2022). HDFC Bank is also making use of its chatbot call OnChat which works
on Facebook Messenger to help all sorts of payment related queries. OnChat
helps to make payment process simpler and guides customer to the best offers
and steps to avail them. The bank also supports interactive voice response for
interaction with customers. This voice response system also calls the customer
for verifying any large or unusual transactions made on credit or debit cards.
The HDFC bank OnChat also allows customer to perform basic transactions
like support to apply for selected loan, insurance and credit card from its
messenger platform. Such a chatbot is redefining customer experience by
making it simpler for banks to understand their customers and providing
simpler options for customers to sort their requirements (Popelo et al., 2021).
Table 2. Use of chatbots in customer enhancement
S. No. Functional Controls User Benefits

1 IT service management are improved Management uses chatbots to get quick
as chatbots increase efficiency and reports and even unstructured data.
reduce costs.
2 Human Resource processes and Productive time of employees is saved
communications are automated by use of chatbots in repetitive tasks and
which reduces time sped in they can focus on constructive tasks.
responding to queries.
3 Sales operations are improved as Customers are ensured with hassle free
chatbots help to transform more important information and support by
prospects into customers. use of chatbots.
4 Marketing through personalized Chatbots also provide access to
interests improve customer information about clients, their requests
experiences by driving conversions. and the demands.
5 Finance and accounting teams Service requests related data is accessed,
become more productive by use of tracked and any pending requests are
chatbots as they take complicated checked by chatbots.
processes.
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56 Aashish Bhardwaj
AI Application for Customer Retention
Artificial Intelligence (AI) applications for customer retention include

customer engagement, loyalty program design, personalization, reward
management, reporting and analytics (Apell & Eriksson, 2021). AI is very
important in customer retention as it provides predictive analytics to keep
customers well informed by using big data to predict future results and events.
It also helps in recommending personalized recommendations which are
important for customer loyalty. This can be seen from Netflix to Amazon and
many big brands to improve customer experiences. Organizations are also
implementing AI for better product innovations for better understanding their
customers. Artificial Intelligence application for the customer retention in
different organizations is shown in Figure 5.
Customer engagement means to capture data every time customers engage
with organization to build a profile that can be used to personalize interactions
and offerings. This includes building aomni channel customer loyalty with
physical or digital touch points which a customer chose to interact with the
organization. This includes capturing customer data across all channels and se
of the data to deepen connections with customers. It also includes interactions
with customers beyond transactions and adding gamification. This is done to
understand their engagement and motivation for purchases (Hollebeek et al.,
2021). The loyalty program design includes devise and retention of strategies
around organization’s unique objectives and loyal customers. Organizations
may include members from households to loyalty points. This will build robust
program by allowing members to pool points from their family and friends.
There is also a requirement of widgets to launch loyalty programs and scale
them as per requirements by including point balances, surveys, social
connections and more (Rahmawati & Sentana, 2021).
Personalization involves drive for customer retention by use of data to
improve segments, personalize loyalty campaigns, marketing, rewards to
different offers and benefits that promote continues engagements (Kankanhalli
et al., 2021). This involves rewarding the best customers with maximize
benefits and meaningful offers that suits their interests and tier. This requires
creating unique audience and connection with them through rewards based on
member behaviour, data, tier stats and many more areas. Reward management
involves motivating customers with various rewards and benefits to drive
continuous purchase and engagements.
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Figure 5. AI for customer retention.
Organizations should provide flexibility in design and implementation of

most effective reward strategy for their customers. A stronger connection with
customers can be established by offering rewards which they value; including
gifts, sweepstakes and digital downloads. Regarding reward redemption
customer should be allowed to choose from organization’s product catalogue,
applying discounts in POS checkouts, automatically distributing rewards or
specific status (Schuler et al., 2021). Reporting and Analytics is an important
part for use of AI in customer retention which involves evaluation of loyalty
points and engagement behaviour of customers through analytics tools. AI
tools allow organizations to define their brand, industry or program specific
customized reports. Also allow access programs, member insights through
business intelligence, reporting tools and use of that data to focus on future
marketing efforts. AI also allows creating custom dashboards that include
loyalty program indicators, easy visuals to analyse and different reporting
categories. Also there can be setup for automatic data exports that send loyalty
points to defined locations (Hayes et al., 2021).
Opportunities and Challenges
AI plays an important role in customer life cycle across most organizations.

AI is seen to assist as a risk analysis in banking sector as it has potential to
work as customer centric service operations like Know Your Customer (KYC)
and Customer Lifecycle management (Zhao et al., 2021). AI is also seen as a
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58 Aashish Bhardwaj
disruptive technology by different organizations as it is widely used in risks-

related tasks and prevention of financial crimes. AI can be used to speed up
the market for service and products intelligently. This is done by automating
the execution of business rules and processes to complete on-boarding.AI
helps to identify and route work automatically which adds speed and accuracy.
In areas which require human review or judgements, AI helps to find and route
work to correct persons (Madaio et al., 2020). The different opportunities and
challenges associated with AI in e-Business are mentioned in Table 3.
Table 3. Opportunities and challenges
S. No. Opportunities Challenges

1 AI can be used to create customer Identifying valid tool cases which can focus
centric search which enables on customer experience, product
organizations to build smarter recommendations, sentiment analysis and
apps with a vision to see the computer vision.
world ‘like you do.’
2 AI can be used by organizations Getting data in order as success of AI
to retarget the potential customers depends on the ability to draw insights from
with techniques like facial big data which depends on use cases and
recognition, digging deep in retail algorithm complexity.
data, reading the minds and
responding directly.
3 AI can be used to identify Building an appropriate AI department
exceptional target prospects to which requires a team of engineers, data
solve business challenges like scientists and business analytics to work on
lead generation with the use of associated intelligence projects.
timely intelligence.
4 AI can be used to create more Setting up culture and risk management as
efficient sales process with AI is a growing technology with evolving
learning from natural languages, algorithms setting risks for security, privacy
voice inputs, influenced by digital and reduced revenue (Lata & Kumar, 2022).
media to social media (Lata &
Gupta, 2020).
5 AI can be used to create new Automated workflows with the use of AI
levels of personalization which involve computers to perform tasks with
can penetrate to the fast growing multiple unknowns as demand fluctuations,
e-Business world with mobile anticipatory purchases and customer’s
applications, websites and email activities.
operations.
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Conclusion
Artificial Intelligence is the most important e-business adoption parameter

with adoption costs and competitive pressure do not play an important role.
AI offers customers of e-Business organizations with personalized and
interactive experiences. Also organizations are given a preference to view
their customer’s real-time interest in products uniquely suited which help them
to provide reliable and focused experiences. This chapter makes an effort in
order to point out areas where AI harvest its potential benefits for an
organization. The chapter highlights the importance of AI in all the phases of
customer life cycle i.e., customer acquisition, customer enhancement and
customer retention. The role of AI based applications like Google Analytics
for collection, configuration, processing and reporting in customer acquisition
is mentioned. Role of chatbots in customer enhancement is also mentioned
with example of OnChat from HDFC bank. The OnChat allows customer to
perform basic transactions like support to apply for selected loan, insurance
and credit card from its messenger platform. AI is also supporting
organizations in customer retention through customer engagement, loyalty
point designs, personalization, reward management, reporting and analytics.
Use of AI in e-Business can help organizations to increase their sales, improve
customer experience, detect frauds, automate work flow and provide
predictive analysis. Different opportunities and challenges associated with the
adoption of artificial intelligence in e-Business are also mentioned in
this chapter.
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Chapter 4
Machine Learning Applications

in E-Commerce
Md Iqbal*
Department of Computer Science and Engineering,
Meerut Institute of Engineering and Technology, Meerut, UP, India
Abstract
With the growth of internet usage, social networking among consumers

and their rated products form a complex network. A huge amount of data
is generated for various products as a result of user’s interactions on
social sites, forum and blogs. Organizations deploy Machine Learning
(ML) techniques (supervised or unsupervised) to analyze customer
attitude that may be presents in comments, review (e.g., Amazon,
Flipkart) or posts (e.g., Facebook or Twitter). Machine learning
techniques can automate a number of mundane tasks like risk mitigation
and improve the organization operational efficiency though quick
analysis of big data in real-time. This chapter explores a comprehensive
review of Machine learning methods being deployed on e-commerce
websites, which correlates the impact of Machine learning on
organizations profits, on the consumer sentiments and on product
recommendations based on consumer-product interactions. There are
number of ways and opportunity for the industry to adopt Machine
learning application in the e-commerce. Companies can mine data from
customer actions, transactions, and social sentiment to identify customers
who are likely to leave. As a result, businesses can use machine learning
to create useful customer profiles, increase sales and improve brand
loyalty. This chapter discusses the advantages of machine learning and


ISBN: 979-8-88697-335-8
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66 Md Iqbal
its role in e-commerce. The applications for machine learning for the
analysis of customer interactions have been presented along with specific
examples.
Keywords: machine learning, artificial intelligence, business intelligence,

e-commerce, sentiment analysis
Introduction
Electronic trade, some of the time known as E-Commerce, incorporates a wide

scope of online merchandise and administration related exercises. Web based
business service alludes to an E- commerce website that offers items or
administration to clients in a straightforward manner from advanced shopping
basket to computerized shopping container framework. Customers today do
not want to be treated as a number (Pradhan & Kumar, 2016). They prefer
highly personalized customer service (Rajasekar et al., 2016). Personalization
like this is what keeps customers coming back to your brand. If you can't
deliver, they'll find someone who can (Kumar & Ayodeji, 2021). Machine
learning algorithms have the potential to produce more intelligent search
results. They can comprehend what is typed into the search bar using natural
language processing. They'll then apply what they've learned from previous
searches to show the searcher exactly what they're looking for. Even if they
don't type the name of a specific product or an accurate description, they are
still successful. Machine learning-powered product recommendations are also
more intelligent. Visitors to an e-commerce site can be analyzed using
algorithms (Xu et al., 2021; Sarwar et al., 2000). Knowledge of artificial
intelligence (AI), particularly machine learning (ML), is required to
intelligently analyze these data and develop the corresponding smart and
automated decisions (The App Solutions, 2021; Lata & Kumar, 2022b). There
are several types of machine learning algorithms in the field, including
supervised, unsupervised, semi-supervised, and reinforcement teaching
(Sarker, 2021). E-commerce has been around since the mid-1990s and for
more than 25 years. It is not an exaggeration to say that the way we do business
around the world has radically changed during this period. Even the world's
most disorganized industries are moving toward digitalization and online
commerce (Lata & Kumar, 2022a). Is it safe to say that e-commerce has
reached a tipping point? Many businesses around the world have adapted to
machine learning and artificial intelligence, putting them one step ahead of e-
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Machine Learning Applications in E-Commerce 67
commerce. There are now machine learning applications for almost every
aspect of e-commerce operations. Ecommerce machine learning truly delivers
on everything from inventory management to customer experience. Let's take
a closer look at how machine learning can help your organization (Omnisend,
2022; Xu et al., 2021; Sarwar et al., 2000; Liu et al., 2020; Linnworks, 2022;
Lata & Kumar, 2021c).
• Product Recommendation - Machine learning algorithms have the

potential to produce more intelligent search results. They can
comprehend what is typed into the search bar using natural language
processing. They'll then apply what they've learned from previous
searches to show the searcher exactly what they're looking for. Even
if they don't type the name of a specific product or an accurate
description, they are still successful. When a person returns, they are
presented with items that are similar to those in which they have
previously expressed interest. From millions of data records, a
recommendation engine learns and analyses patterns from previous
user behavior (Kusumawati et al., 2021). The recommendation engine
can then predict how a new user will navigate the website, what they
might be interested in, and how people with similar profiles have
behaved in the past. When a user completes a successful purchase, the
engine determines whether or not the recommendations were
successful in order to improve the algorithm. That's why, when you
visit Amazon, you'll see a slew of items related to those you've
recently purchased or looked at.
• Efficiencies in Operations - Not every user who visits your website
will end up purchasing something. Some may be looking for product
information only, while others may add something to the cart but then
abandon it (Kumar et al., 2020). Machine learning analyses the
behavior and outcomes of millions of profiles to predict what will
most likely work when attempting to convert a customer. Using
dynamic retargeting, up selling, and discounts, machine learning can
help more people complete their purchases. Machine learning enables
e-commerce owners to better retarget users by analyzing data to
determine what has previously worked to convert similar profiles
through retargeting.
• Chatbots - By understanding structured data, chatbots powered by
machine learning can have more "human" conversations with users.
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Chatbots can be programmed to respond to customer queries using

machine learning. The more people with whom the bot interacts, the
better it will understand an e-commerce site and its products/services.
Chatbots can do so much more as more complex learning is applied,
such as identifying potential upsell opportunities, delivering
customized coupons by asking questions, and addressing the
customer's long-term needs.
• Inventory management - Sellers may oversell, shipments may take too
long to arrive, or forecasting may be incorrect. This has an impact on
the standard e-commerce motto of delivering the right products in the
right place at the right time. Inventory management can be time-
consuming (especially for e-commerce sellers) if done manually,
affecting accurate sales forecasting and, as a result, cash flow
problems. Machine learning can greatly improve the accuracy of
forecasting future demand. Not only will this facilitate supply chain
management, but it will also ensure that you have a better
understanding of your customers and their behaviors. As an example,
consider stock management and inventory accounting. Many
businesses struggle with the age-old FIFO vs LIFO dilemma.
Analyzing customer data is the best way to determine which method
is best for you. Machine learning speeds up and improves the
accuracy of such an analysis. A program can calculate e-commerce
sales, warehousing costs, tax implications, and other factors. It can
also aid in forecasting future demand. As a result, you have all of the
information you need to implement the most efficient processes
possible.
• Trend Analysis - Before listing products for sale on an e-commerce
site, you must analyze their trend; is it a best-selling product, a regular
seller, or is it out of date? Trend analysis has an impact on
procurement, whether it is from an external vendor or internally
fulfilled. If trends are not properly analyzed, returned goods will play
a significant role in procurement. As a result, analyzing a product's
trend is critical because it can reduce the overall size of the catalogue,
product maintenance costs, and improve warehouse space utilization.
This is simple to accomplish using machine learning, which analyses
and compares product reviews, ratings, and social media inputs (Lata
& Kumar, 2021a). Low-rated products may be removed from the
website.
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It is now time for businesses to implement these technologies in order to

improve profitability and product/service quality (Lata & Kumar, 2021a).
Shopping online after a pandemic is a once-in-a-lifetime experience (Kumar
& Gupta, 2021). Many online retailers have created and integrated AI systems.
Machine learning can improve security by assisting in the detection of fraud
(Bhardwaj & Kumar, 2022). Again, a massive amount of data and dedicated
algorithms are involved. They detect fraud in actual customer transactions and
alert the customer service department or the appropriate department. There is
so much data to adjust that you might be able to find a bad transaction. This
includes looking for unidentified devices, payment gateways, order anomalies,
and other issues.AI is having a significant impact on the e-commerce industry.
According to the data, e-commerce is one of the top industries when it comes
to AI investment. Customers can now enjoy a faster, more seamless,
convenient, and personalized shopping experience than ever before thanks to
AI. Traders must learn to work with robots rather than fear them. Of course,
technology is not the only factor influencing e-commerce retailers. You don't
have to be an AI expert to participate. Conversions and sales are critical for
any organization. Let's take a look at how AI and machine learning will impact
the future of e-commerce. This was causing issues a few years ago. Who was
on hand to respond to customer inquiries as soon as possible? Will you be the
one who crawls out of bed at 3 a.m., stomps his toes on the desk, and winks
angrily while attempting to answer a customer? In 2018, AI is now available
in the form of chat bots, which provide better customer service (Adam et al.,
2021). When shopping online, customers have higher expectations of how
they will be treated. Treating all customers equally is insufficient. Everyone
desires a customized experience. In short, everyone wants results that are
tailored to their specific requirements. This type of personalization is what
keeps your customers coming back to your brand. If you are unable to provide
it, a competitor will. Make use of artificial intelligence to provide your
customers with the best shopping experience possible. Chat bots and
augmented reality are two ways AI can help improve the customer experience
on e-commerce sites. The chatbots is arguably the most approachable form of
artificial intelligence. They respond to their customers immediately and use
machine learning to learn more about each of them so that they can provide a
satisfying personalized response that brings them closer to conversions.
Chatbots assist you in gathering data, tracking behavior, and providing a
seamless shopping experience. Chatbots can bring the value and personality
of the company and act as an extension of the brand. This allows the "robot"
to properly connect with the customer. There will be no more delays or
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impersonal connections. Rather, more conversions.AI can increase brand

loyalty by learning more about customers than you could ever imagine (Kumar
& Pradhan, 2016). Machine learning can be used to process and analyze
customer data in order to make better merchandising and marketing decisions.
Finally, AI assesses individual customer bases and behaviors in order to
accurately predict what they want. We can conduct in-depth travel analysis to
uncover opportunities we didn't even know existed and to provide a highly
personalized experience.
Let's start with the most basic e-commerce use case: online ordering.
Involving chatbots in this process is a wise decision. If a user is unsure or just
looking around, assistance from such an assistant can be extremely beneficial.
A chatbot will present them with offers that best suit their tastes based on a
few questions or a fun quiz. What if the items your customers ordered do not
live up to their expectations? A well-optimized order return procedure saves a
significant amount of time. And user need not wait long for a consultant on
the hotline. Let's move on to the next step in the customer journey. Customers
have already returned the order, but the funds have not yet been credited to
their accounts. They could look in the FAQ, but the site is so complex that it
will take them a while to find it (which, unfortunately, may be reflected in the
customer reviews they'll leave you later). How can you make your customers'
lives easier, increase their satisfaction, and reduce the possibility of negative
feedback? Chatbots with good design can improve the customer experience.
Platforms with the best user experience and ease of interaction are frequently
the most popular. Argomall, Lego, Decen Muebles Infantiles, Hello Fresh, and
Bot Burgerare just a few examples of most successful e-commerce chatbots
across various industries (Wongtanasophon, 20191).
Technology makes it possible to deliver goods to customers on time.
Because every mile and minute counts in supply chain delivery, automated
technology has sped up traditional warehousing procedures. The machine has
been given the information on the clients, drivers, and vehicles, and it will
utilize algorithms to create the most efficient routes and make timely
deliveries. Due to real-time photographs of available items in the inventory,
inventory management has grown more complicated. It provides various
innovative solutions to inventory managers and allows them to handle the
process more efficiently with the help of AI. AI aids e-commerce in the
following ways (Vanneschi et al., 2018; Zhang et al., 2021; Sharma, 2020):
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• Automation - Artificial intelligence (AI) can play a significant role in

assisting you in automating the repetitive tasks that keep your online
store running. Product recommendations, loyalty discounts, low-level
support, and other tasks can be automated using AI.
• Inventory Management - AI-enabled supply chain enables how to
maintain stocks based on:
- Sales patterns over the previous years.
- Changes in product demand that are forecasted or expected.
- Inventory levels may be impacted by supply-related issues.
Aside from inventory management, AI is enabling warehouse

management with:
• AI Chatbots - To provide the best possible solution, chatbots

understand dialect and languages, as well as a user's past behaviour
and customer chat statistics. Popular eCommerce sites like Amazon
and eBay have implemented AI chatbot applications to provide users
with a more convenient order placement and customer service
experience.
• Email Marketing - AI-powered email marketing that sends email
messages for products that the recipient is interested in (Kumar &
Saurabh, 2020). Aside from reading more humanly than automated,
these email marketing tools conduct intelligent user analysis based on
their responses and are more tailored to individual customer needs.
• Automate Pricing Management - Automated AI pricing solutions in
e-Commerce can help reduce the amount of manual work involved in
tracking your competitors' prices. Businesses can then use data from
both internal and external sources to determine product prices.
Price2Spy, Prisync, Amazon Repricer by Repricer Express,
Competera etc. are some automated pricing tools.
AI and e-commerce are a marriage made in heaven, and AI in e-commerce

offers a slew of benefits in developing a strong business eco-system, and it
will be the only way for e-commerce businesses to thrive, expand, and stay
competitive (Gupta, 2021). The Artificial Intelligence (AI) market in India is
expected to reach $7.8 billion by 2025, with a CAGR (compound annual
growth rate) of 20.2 percent (WION, 2021). The Banking Financial Services
and Insurance (BFSI) (Walia, 2021; Li et al., 2019) area's commitment to the
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AI business has remained generally consistent since the execution of AI

administrations in 2020 to guarantee contactless installments and virtual
financial administrations.AI as a function has infiltrated practically all
industries and functions – from e-commerce to BFSI, and from Manufacturing
to Agriculture – Data Science and Deep Learning are increasingly being used
to tackle challenging business challenges. AI is becoming more widely used
in a variety of B2C, B2B, and even C2C (Consumer-to-Consumer) channels
(Yadav et al., 2021). Internet shopping has detonated in prevalence lately
because of the accommodation of purchasing things from anyplace, whenever,
and contrasting elements of items and different purchasers and their audits.
Feeling examination is the method that is involved with surveying unequivocal
client criticism for any item. They now have more things for sale thanks to the
rise of the e-commerce industry. Customers are also asked to put down their
experiences with the things they purchased in the form of a product review on
e-commerce websites. Numerous cutting-edge innovations, as profound
learning, text handling, AI, and normal language handling (NLP), are
presently being utilized to robotize feeling message investigation (Raibagi,
2021; Lata & Kumar, 2021b).
The most troublesome part of internet business request satisfaction is
frequently accomplishing the ideal last-mile request conveyance. Successful
last-mile activities the board can bring about tremendous expense investment
funds and further developed consumer loyalty. Because of an absence of client
accessibility data, conveyance specialists' timetables are presently intended for
the most reduced visit distance. Accordingly, orders are not conveyed during
the occasions determined by the client, causing missed conveyance. Missed
conveyances are badly arranged on the grounds that they bring about expanded
charges. With regards to business-to-client retailing, there are different issues
with last-mile conveyance of merchandise. Actual conveyance is, truly, the
most dirty and wasteful part of coordinated operations. The presence of
fruitless conveyances is one of the issues with actual conveyance of
merchandise. They pay extra expenses in bundles dealing with fuel, and
contamination since bombed request conveyances are reattempted. Fruitful
conveyances, then again, support consumer loyalty and diminish the
probability of item returns. Accordingly, expanding effective conveyances is
very attractive for strategy administrators and stage proprietors to further
develop conveyance productivity and consumer loyalty. A dynamic system in
the figure below (Adam et al., 2021) that expects to build conveyance
achievement rates while bringing down costs (Adam et al., 2021).
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Customers can impart their viewpoints and mentalities about items

through web-based remarks. Online remark mining can help organizations in
further developing their items and web-based business stages in further
developing their advertising strategies (Kumar & Pradhan, 2018). Item mining
on internet business stages is a significant instrument for item improvement
and showcasing drives. Remark content, remark star, and remark date are the
three critical parts of the online business stage's remarks. The client figures
out which remark star to utilize, and it addresses the purchaser's general
disposition. There might be sure examples where the data is inaccurate. At the
point when a client is unsatisfied with one region, like coordinated operations,
however happy with different viewpoints, the client gives one star, which
signifies "extremely disappointed." The exactness of the investigation endures
because of this condition such as it focuses on classifying the comments into
positive class, neutral class, negative class according to the polarity of
sentiment (Zhang, 2020).
Machine Learning Algorithm Used in E-Commerce
Machine learning is a subset of the broader field of artificial intelligence. It

entails the development of algorithms or programmes that can access and learn
from data. All without the need for a human to programme it. Pattern
recognition is the primary method by which those algorithms 'learn.' You train
a machine learning algorithm by feeding it as much data as you can. It then
analyses the data to discover the trends contained within. The algorithm
eventually becomes 'intelligent' enough to apply what it has learned to new
data sets. Algorithms for machine learning are typically classified into one of
three categories (Zhang et al., 2021; Wilson, 2019; Osiński and Budek, 2018;
Verma and Diamantidis, 2021; Mishra, 2017):
• Supervised learning - Supervised learning teaches models to produce

the desired output using a training set. This training dataset contains
both correct and incorrect outputs, allowing the model to improve
over time. The loss function is used to measure the algorithm's
accuracy, and it is adjusted until the error is sufficiently minimized.
Following training, a supervised learning algorithm will accept new
unseen inputs and determine which label the new inputs will be
classified as based on prior training data. A supervised learning
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model's goal is to predict the correct label for new input data. A
supervised learning algorithm, in its most basic form, can be written
as: Y=f(x). Where Y is the predicted output of a mapping function
that assigns a class to an input value x. During training, the machine
learning model generates the function that connects input features to
a predicted output. Classification and regression are two subtypes of
supervised learning:
o Classification - To accurately assign test data into specific
categories, classification employs an algorithm. It recognizes
specific entities in the dataset and tries to draw conclusions
about how those entities should be labeled or defined. There are
numerous algorithms available to solve classification problems.
The algorithm you use is determined by the data and the
circumstances. Here are some examples of well-known
classification algorithms:
- Linear Classifiers
- Support Vector Machines
- Decision Trees
- K-Nearest Neighbor
- Random Forest
o Regression - Regression is a predictive statistical process where
the model attempts to find the important relationship between
dependent and independent variables. The goal of a regression
algorithm is to predict a continuous number such as sales,
income, and test scores. Popular regression algorithms include
linear regression, logistic regression, and polynomial regression.
• Unsupervised learning - Unsupervised learning also known as
unsupervised machine learning, analyses and groups unlabeled
datasets using machine learning algorithms. Without the need for
human intervention, these algorithms discover hidden patterns or data
groupings. Its ability to find similarities and differences in data makes
it an ideal solution for exploratory data analysis, cross-selling
strategies, customer segmentation, and image recognition.
Unsupervised learning models are used for three main tasks:
clustering, association, and dimensionality reduction. Each learning
method will be defined below, along with common algorithms and
approaches for implementing them effectively.
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o Clustering - Clustering is a data mining technique that groups

unlabeled data into groups based on similarities and differences.
Clustering algorithms are used to group raw, unclassified data
objects into groups represented by information structures or
patterns. Clustering algorithms are classified into four types:
exclusive, overlapping, hierarchical, and probabilistic.
o Association Rule - An association rule is a rule-based method
for determining relationships between variables in a dataset.
These methods are frequently used for market basket analysis,
which enables businesses to better understand the relationships
between different products. Understanding customer
consumption habits allows businesses to create more effective
cross-selling strategies and recommendation engines. Examples
include Amazon's "Customers Who Bought This Item Also
Bought" feature and Spotify's "Discover Weekly" playlist.
While several algorithms, including Apriori, Eclat, and FP-
Growth, are used to generate association rules, Apriori is the
most widely used.
o Dimensionality reduction - While more information for the most
part yields more exact outcomes, it can likewise affect the
exhibition of AI calculations (for example overfitting) and it can
likewise make it hard to envision datasets. Dimensionality
decrease is a method utilized when the quantity of highlights, or
aspects, in a given dataset is excessively high. It lessens the
quantity of information contributions to a sensible size while
additionally safeguarding the honesty of the dataset however
much as could reasonably be expected.
• Reinforcement learning - The training of machine learning models to
make a series of decisions is known as reinforcement learning. In an
uncertain, potentially complex environment, the agent learns how to
achieve a goal. Artificial intelligence is presented with a game-like
situation in reinforcement learning. To find a solution to the problem,
the computer employs trial and error. To persuade the machine to do
what the programmer desires, the artificial intelligence is rewarded or
punished for the actions it takes. Its objective is to maximize total
reward. Although the designer establishes the reward policy–that is,
the game rules–he provides no hints or suggestions to the model for
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how to solve the game. It is up to the model to figure out how to

perform the task in order to maximize the reward, beginning with
completely random trials and progressing to sophisticated tactics and
superhuman abilities. Reinforcement learning is currently the most
effective way to hint machine creativity by leveraging the power of
search and many trials. Unlike humans, artificial intelligence can
learn from thousands of parallel gameplays if a reinforcement
learning algorithm is run on a powerful enough computer
infrastructure.
Machine Learning Roles in E-Commerce
Calculations dependent on AI can deliver more savvy indexed lists. They can
get what's composed in the pursuit field because of regular language handling.
They'll then, at that point, apply what they've gained from earlier hunts to show
the searcher precisely the thing they're searching for. That is valid regardless
of whether clients input the item's name or even an entire portrayal. AI based
item proposals are likewise keener. Guests to an internet business website can
be examined by utilizing predictions. For example, a user searches for some
item on Google that creates a log on the user’s system which can be further
utilized to recommend related items in future. They'll perceive the items that
a guest checks out or purchases, just as the substance that they interface with.
Internet business stores currently approach more information than any other
time in recent memory in the period of enormous information. AI can help
them in figuring out customer information so that promoting procedures can
be better customized. Another region where AI proves to be useful is
retargeting. Calculations can investigate customer conduct and suggest
exceptionally focused on retargeting commercials. PC programming can
ascertain online business deals, warehousing costs, charge results, and
different variables. Dynamic valuing has been shown to be an enormous
accomplishment for online business organizations. AI can modify costs by
considering numerous angles simultaneously (Linnworks, 2022).
AI can likewise support the gauging of future interests. Therefore, you
have all the data you need to carry out the best cycles possible. Regardless of
anything else, online business, in the same way as other business areas, is
about market interest. As an internet-based trader, you should ensure that you
have the legitimate stock in the right amounts to address the issues of your
clients. These necessities shift all through time. Accordingly, proactive stock
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and inventory network executives are best. That is the reason anticipating
request is so significant for web retailers. Having the option to expect to
change customer needs puts you in front of the pack. AI helps you in making
precise, continuous gauges. In the internet business industry, dealing with your
production network is basic to your prosperity. Step by step instructions to go
on is to offset client interest with costs like landed expenses and transportation.
You can undoubtedly work through every one of the fundamental figures
utilizing AI. Quantitative anticipating should be possible with the assistance
of an AI-fueled such as use of ML can help firms to cut costs and support
decision-making to more information than an individual can manage, in an
organization. Making projections dependent on difficult information is the
thing that this involves. It's the best procedure to guarantee that your estimates
are pretty much as precise as could be expected. Subsequently, the stock and
store network adjustments you make therefore are bound to pay out over the
long haul (Gupta, 2o18; Omnisend, 2022; Liu et al., 2020).
The more information you have, the more irregularities you can find.
Accordingly, you might utilize AI to see patterns in information, get what's
'ordinary' and what isn't, and be alarmed when something turns out badly. The
most average use for this is extortion identification. Clients who purchase
enormous measures of product with taken cards or who drop their orders later
the things have been conveyed are normal issues for retailers. You may accept
that web-based business extortion is a relic of days gone by nowadays of
digital protection mindfulness. Lamentably, you would be mixed up. How
much cash squandered by web shops because of extortion is ceaselessly
expanding? Therefore, misrepresentation distinguishing proof and
anticipation are basic exercises for every single web-based organization. AI
innovations can assist with improving and smooth out these tasks (Saputra,
2019; Lakshmi et al., 2018; Randhawa et al., 20182).
The unlawful utilization of credit card data for buys is alluded to as
Mastercard/Visa misrepresentation. Exchanges with various debit and credit
cards should be possible either genuinely or carefully. In actual exchanges,
such types of cards are utilized to finish the exchange. This can occur via
telephone or the web in computerized exchanges. Cardholders typically supply
their card number, lapse date, and card check number via telephone or on the
web. Shippers face all expenses related to Mastercard extortion, including card
guarantor charges, charges, and regulatory expenses. Since dealers should
experience the misfortune, a few items are valued more, and limits and
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impetuses are wiped out. Thus, lessening the misfortune is basic, and having
a compelling extortion location framework set up to restrict or dispose of
misrepresentation cases is basic. A few investigations on Mastercard extortion
location have been directed. The top exactness results from the exchange
dataset in online business will be comparing using Machine Learning
technique (Saputra, 2019; Randhawa et al., 2018; Quah et al., 2007).
A decision tree is quite possibly the most essential and direct classifier for
managing grouping problems. A decision tree is a chart that characterizes
occasions by positioning them as per their element esteems. The decision tree
is comprised of nodes and branches, with every node demonstrating a
characterization occurrence and each branch addressing a potential incentive
for the node. In decision, example order starts at the root node, and occurrence
arrangement is performed based on include values (Saputra, 2019; Zhang,
2020).
• Root Node: The root node represents the absolute populace or test,
which is separated into at least two sub-nodes.
• Parting: Dividing a node into at least two sub-nodes is called parting.
• Decision Node: When a sub-node is parted into various sub-nodes, it
is known as a decision node.
• Leaf/Terminal Node: Leaf or Terminal nodes are vague nodes.
• Pruning: Pruning is the most common way of eliminating a sub-node
from a decision tree.
• Branch/Sub-Tree: Branches or sub-trees are divisions of all trees.
• Child Node: A node that is splatted into sub-nodes is known as a child
node
A tree has many analogies in real life, and it tends to turn out that it has
affected a broad area of machine learning, including classification and
regression. A decision tree can be used to visually and explicitly represent
decisions and decision making in decision analysis. It employs a decision-tree-
like model, as the name suggests. Though, it is a common tool in data mining
for developing a strategy to achieve a specific goal. Decision trees classify
examples by sorting them down the tree from the root to a leaf node, with the
leaf node providing the classification. Each node in the tree serves as a test
case for some attribute, and each edge descending from that node corresponds
to one of the test case's possible answers (Gupta, 2017). This recursive process
is repeated for each sub tree rooted at the new nodes.
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User ID
Purchase Sign Up Source

Time Time
Fraud Non
Fraud IP
Browser Age
Purchase
Value
Fraud Non
Fraud
Fraud Non Fraud Non Fraud Non

Fraud Fraud Fraud
Figure 1. Decision tree for fraud detection.
E-Commerce Sentiment Classification
Every day, millions of online users express their opinions and attitudes
through a variety of channels by providing comments on product features,
benefits, and beliefs (Kumar& Ogunmola, 2022). This "opinion" or "emotion"
data is unobtrusively collected and often contains important data points for
companies looking to improve their customer experience, product, or service.
Kumar et al. (2022) have emphasized that e-commerce business sees social
media advertising as a necessary part of further development so that visitors
spend a lot of time on the portal to find, buy and rate their favorite products.
In order to purchase some items, a customer is redirected to the corresponding
portal. Customers with the right demographic, psychographic, and lifestyle
groups for each product purchase can make more informed decisions and
identify them using social data that helps brand marketing. Sentiment analysis
collects textual data from a variety of sources, identifies views, and uses
artificial intelligence (AI) to produce results as positive, neutral, or negative
responses to a product, service or brand. Customer surveys have long been
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practiced in the retail industry, but the rise of e-commerce has brought back
the science of sentiment analysis with the addition of carefully planned
methods for assessing customer opinion (Nanda & Kumar, 2022).
Unstructured data includes email messages, phone logs, tweets, blog posts,
and Facebook messages that aren't available in regular row/column databases
(Ayodeji & Kumar, 2020). According to IDC, 80% of all data in the world
will not be structured by 2025. Unstructured data is harder to understand and
therefore more difficult to compile than structured data available in common
databases. Sentiment analysis, on the other hand, can be used in conjunction
with artificial intelligence (AI) algorithms to turn unstructured data into useful
information. Each data item is "labeled" with a classification label by these
algorithms. This makes it recognizable in sentiment analysis. Buyers can
impart their viewpoints and mentalities about items through internet-based
remarks. Online remark mining can help organizations in further developing
their items and web-based business stages in further developing their
showcasing techniques. Acquire significant data from an enormous number of
web remarks. Thus, using data innovation to help representatives in totally
investigating web remarks and helping them has turned into a squeezing need
for both item planners and advertisers. Enthusiastic examination is the most
common way of mining text content utilizing data innovation to find out with
regards to clients' mentalities and perspectives about an item. Passionate
arrangement is one of the methods of enthusiastic investigation, and it can help
organizations and web-based business stages settle on better decisions by
producing genuinely one-sided decisions dependent on web-based
assessments. Item improvement and showcasing drives benefit significantly
from the examination of online remarks on internet business stages. Remark
content, remark star, and remark date are the three critical parts of the internet
business stage's remarks. In the customer and service providers both are
connected through their product purchase and sales. According to the product
quality and services provided by the service providers to the customer the
bonding between these two becomes stronger or weaker. Some industries have
very strong reputations among the customer and they follow strongly and
believe in that. This process of satisfaction improves the ratings of the service
providers and if they are not satisfied with the services and quality of products
they deny to give strong rating to the service providers. It is giving impact of
manual or automation feedback application from the customer and analyzing
the data for more focus on addresses the customer's general disposition
(Prakash, 2018). On the other hand, the issues that emerge when they utilize
the items. Feeling investigation is an AI way to deal with message
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arrangement that depends on the Sentimental Orientation (SO) of the

assessments they pass on. Opinion examination is a sort of assessment and
audit investigation wherein machines assess and classify human sentiments,
considerations, and feelings. Printed structure, star rating, and emoticon are
utilized to communicate item surveys. Grammatical forms labeling is utilized
to oversee sentences that are separated into words and contain action words,
modifiers, and descriptors (POST). "Great" is a positive descriptor; while
"bad" is a negative modifier. It's basic to perceive negative expressions while
investigating customer perspectives (Turney, 2002; Zhang, 2020). To outline
the feeling for the full sentence, the opinion of every individual word in the
sentence was assessed independently, and the outcomes were then
accumulated utilizing a type of total system. It is feasible to apply the elements
driven assessment rundown method (Jabbar et al., 2019). Support Vector
Machines (SVMs) were picked as the order models (SVM). Scikit-learn
(2019), an open-source AI structure written in Python for information
investigation and mining, was utilized in this exploration (Walia, 2021; Li et
al., 2019; Hearst et al., 1998).
Product Recommendations in E-Commerce

Using Machine Learning
E-Commerce business was one of the principal organizations to utilize AI to

its maximum capacity. AI applications are presently accessible for basically
every part of internet business. From stock administration to client assistance,
AI answers for web-based business are incredibly gainful. In the web-based
business industry, proposal motors and AI straightforwardly convert into
income and improve the organization's piece of the pie through more
noteworthy customer securing. You can completely assess the internet-based
exercises of a huge number of individuals utilizing AI calculations for web-
based business and the handling of huge volumes of information. You can
utilize it to make item suggestions that are customized to a specific purchaser
or gathering. Utilizing an assortment of AI calculations, item proposal motors
would now be able to dissect customers progressively and prompt the best fit.
We can see which sub-pages the customer utilized by assessing procured
enormous information on current site traffic. It was not difficult to sort out the
thing he was searching for and where he invested the majority of his energy.
Besides, results will be furnished on a customized page with recommended
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items that would in all probability intrigue clients dependent on various data
profiles of earlier client conduct, inclinations (for example favored shading),
web-based media information, area, and climate. In spite of the fact that terms
like computerized reasoning, AI, information mining, and neural organ-
izations used to fabricate suggestion frameworks sound convoluted, the idea
is clear: We have a progression of keen estimations and calculations that can
continuously comprehend and foresee your clients' inclinations. Coming up
next are a portion of the methods engaged with making an item idea utilizing
AI (Genovese, 2020; Haponik, 2021; Änäkkälä, 2021).
• Showcasing well known items by sales number: This non-customized

innovation depends on the aggregate longing, for example, the
quantity of items bought; timing on item page; continuing setting item
in shopping basket (Product Recommendation: By clustering/
grouping items); and the quantity of item perspectives and buys in a
given spot. The essential justification for showing famous items is
assuming countless individuals have bought them; it is very plausible
that others will too. At the point when a client visits a site, information
is gathered behind the scenes, but since it is conceivable that this is
the client's first visit to that store, proposals are wide and in view of
in general prominence.
• Recommendations dependent on browsing history: As the name
suggests, we will get new item proposals dependent on what you've
effectively checked out. Example: News recommendation.
• Recommender frameworks dependent on the location-based
information - Because we essentially consider a client's area in this
item idea motor, customization is negligible. Online business
advertisers who utilize this method present a disclaimer, for example,
"Individuals in your locale likewise loved" or "Individuals in your
neighborhood additionally purchased." The objective of this
methodology is to figure out any forthcoming social relations or
characteristics for individuals in a particular topographical area.
Assuming you sell stuff from one side of the planet to the other, you
could wish to remember things for such regions that are proper for a
particular country's unmistakable occasions or recent developments.
• Filtering for e-commerce business item dependent on content - This
technique depends on the similitude of the things you sell. Every one
of these things has a bunch of qualities, and each pair of clients is
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assessed independently and looked at. This online business

suggestion procedure is a great fit for stores that are simply beginning
with a couple of deals yet no evaluations. The web-based business
proposal motor will actually want to give ideas to different clients
dependent on a past purchaser's buys or truck data (search box:
filtering).
• User-to-User cooperative sifting approach - The cooperative
separating strategy is totally founded on how different clients and
clients have assessed an item they have bought previously. The
technique depends on the understanding that customers who have
made equivalent buys and have comparative preferences for the past
would need to involve comparable items later on. Besides, it believes
real choices made by individuals rather than essentially evaluations,
can be only a reasonable deduction.
There are two essential approaches to doing this at this point:
(1) Utilize the customary star rating framework and request

proposals.
(2) Permit clients to pick either at least two items, with the
framework positioning one over the other in the backend.
Everything starts as follows:
(1) An item gets a four-star rating from User A.

(2) B appoints a four-star rating to a similar item.
(3) Client A then, at that point, supports an item and grants it five
stars.
(4) B will be suggested the indistinguishable item that client A scored
5 stars since it is expected that B will appreciate it however much
client A did.
• Recommendations dependent on appraisals - They've been around for

some time and are in the class of conventional methodologies. This
type of fundamental web-based item suggestion is utilized by Best
Buy and depends on broad evaluations.
• Item-to-Item Collaborative Filtering Technique - Items inside a
solitary client's profile are connected by means of the thing to-thing
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customization approach, which takes out the requirement for different

customers. For instance, assuming you have bought cookware from
one brand, you will be suggested further cookware from that
equivalent brand. Group ideas, in which items bought together are
regularly suggested as a strategically pitching approach dependent on
the buyer’s past buys information, are utilized by Amazon. Rather
than physically choosing items, you might use an AI-based web-
based business item suggestion framework to show the genuine item
choices made by purchasers.
• Hybrid e-commerce product suggestion - To guarantee the exactness
of custom fitted suggestions; most large sites utilize both cooperative
and content-based sifting calculations. Assuming you're as yet
suspicious with regards to AI's adequacy, consider that these mixture
proposal calculations have saved Netflix about $1 billion
consistently. What's more, assuming you're a Netflix client, you need
to recognize that you're likely continually watching what's
recommended to you. They picked the half and half framework since
they found something that each internet business organization
proprietor ought to know about.
• Recommender frameworks dependent on information - Starting with
a bunch of foreordained standards, this recommender framework
builds up joins among items and individuals' needs. Leaving
appraisals to the side, the information-based recommender
framework utilizes questions [or look, contingent upon your
preference] to sort out the thing they're searching for from an
immense information assortment. The name comes from this.
Information bases are data sets that store the points of interest of
everything you're selling.
Personalized product recommendations are already being used by e-

commerce organizations all over the world to keep customers and enhance
profitability. Machine learning applications have a direct impact on customer
service and business growth in the e-commerce industry. You may develop
business benefits for each department of your e-commerce business using
machine learning applications in e-commerce. Improve customer service,
efficiency, and productivity, as well as customer support, and make better
informed HR decisions. Machine learning algorithms for e-commerce will
continue to be of significant service to the e-commerce business as they
evolve.
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Conclusion
Applying artificial intelligence and making a big difference tp the customer

experience is important if you take the time to understand how it works.
Machine learning can help your business grow, analyze consumer sentiment,
monitor supply chain management systems, analyze customer feedback, and
improve sales forecasts. Machine learning algorithms can analyze historical
data about customer preferences and behaviors. As already mentioned, the
machine learning algorithm can quickly find iterative patterns in a dataset.
However, this means that you can see what is happening "against the grain."
In practice, machine learning is often used to detect fraud and identify
anomalous activity (such as increased transaction frequency) on investigated
credit card accounts that may indicate fraud. You can accurately predict
customer preferences and propose the best products for your customers. This
helps e-commerce companies and banks increase sales and increase customer
satisfaction.
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Chapter 5
Analysing Opportunities for Mobile Commerce
Saurabh Mittal1, and Surender Kumar2,†

1Fortune Institute of International Business, New Delhi, India
2Jaipuria Institute of Management, Noida, UP, India
Abstract
With the large scale proliferation of smart phones, improvement in

internet speed and better equipped applications, mobile phones are bound
to have more eyeballs, offering a great opportunity for the businesses.
The mobile phones are now preferred device for the game players and
social media users. Even for the marketers, mobile phones have emerged
as most common modes of running the marketing campaigns. However,
a number of new techniques are also being used by the businesses to add
new flavours to the mobile commerce environment. Some brands have
specially developed mobile based apps for reaching their customers and
fruitful results have been reported. This chapter analyses the adoption of
mobile commerce and presents the different methods of reaching to the
target customers using the unique features of mobile commerce based
strategies. The mobile apps and web based m-commerce business model
has been presented considering the various stakeholders and factors
influencing the business strategy. The framework can be used as guiding
mechanism to plan and control the mobile commerce based initiatives.
Keywords: mobile commerce, m-commerce, e-commerce, online business,

e-retail

†

ISBN: 979-8-88697-335-8
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92 Saurabh Mittal and Surender Kumar
Introduction
Mobile Commerce or M-commerce is the latest version of electronic

commerce, where the customers use mobile, handheld wireless devices to
communicate and conduct transactions over public and private networks
(Balasubraman et al., 2002). Mobile commerce has new offerings which make
it more useful to the customers and the business as well. It is easy for the
businesses totrack the user location for delivering location specific
information and for activity tracking and logistics, anytime anywhere
transactions (Stoica, Miller, &Stotlar, 2005). The mobile commerce helps in
using the vending machines, parking fee or fuel paying using the mobile
wallets or mobile balance (Mittal & Kumar, 2020). In the last decade, there
have been major shift in technology domain, especially in the internet speed
and accessibility (Singh & Kumar, 2022; Lata & Kumar, 2021c). Mobile
phones have become the preferred device for internet users.
The global retail sales have been increasing incrementally and reached
USD 25 trillion globally in the year 2021. Out of this USD 20.5 trillion (82%
of the total retail sales) was offline. In the year 2021, retail e-commerce sales
was around 4.9 trillion U.S. dollars worldwide. Which is forecasted to grow
by 50 percent over the next four years, and cross the 7.4 trillion dollars mark
by year 2025 (Statista, 2022). On the same pattern, the Indian retail sector was
USD 1 trillion in the year 2021 with a projection to cross USD 1.4 trillion by
the year 2024, along with Indian online retail sector reaching more than USD
100 billion by 2025 (IBEF, 2021a). In the year 2019, mobile commerce as the
share of e-commerce was around 67.2% and projected to reach 72.9% by the
year 2021 (Loesche, 2018).
Fast adoption of online games, accessibility via mobile apps and social
networking sites has offered a large pool of game players available to the
businesses. Mobile phone users are involved in the various activities on the
small screen, which is interactive and has much more to offer than the larger
screens like television, radio or the desktop/laptop computers (Mittal &
Kumar, 2020). Users of all age groups like to spend more of their screen time
playing the games on their mobile phones. So, these mobile minutes are
precious for the marketers as the user is focused on the mobile screen. Also,
the number of smart phone users is continuously increasing across the world,
to further add large number potential gamers (Kumar & Nanda, 2019).
Similarly the social networking sites like Facebook, Instagram, Snapchat,
Linkedin etc. have large proportion of users logging in more with the mobile
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Analysing Opportunities for Mobile Commerce 93
phones (Ayodeji& Kumar, 2019). Gaming, social media and messaging apps
have made users more comfortable in mobile phone usage.
With the latest technological platforms like app developer environment of
android play store, the development and launching of the mobile games has
become very cost effective. The distribution cost of mobile apps is minimal
and the upscaling needs only improvements in the technical specifications of
their servers and internet bandwidth (Lata & Kumar, 2021c). Custom mobile
apps for different product are now easy to develop and share. Hence, these
mobile apps present a cost effective platform for trading products online
(Saurabh& Kumar, 2017).
According to “State of Mobile” industry report by App Annie, the mobile
app downloads grew by 7% year-over-year to a record $218 billion in the year
2020. The consumer spending also increased by 20% to reach $143 bn
(Appannie, 2021).
Evolution of Mobile Commerce
In the year 1997, Kevin Duffey used the phrase “mobile commerce” for the
first time during the launch of Global Mobile Commerce Forum. Coca-Cola
followed it up with installation of two vending machines in Helsinki which
accepted payment via SMS text messages over mobile phone. Next year, 1998,
Radiolinja brought the concept of sale of digital content like ringtones on
mobile devices. Finnair mobile check-in facility in the year 2001 opened up
new vistas for the mobile commerce. Further many more innovations in the
first decade of 21st century saw the applications using wireless markup
language (WML) and WML Script for development of mobile commerce
applications like payments, parking, train ticketing, and voting for TV show
contestant etc. Many experiments like payment from mobile recharge made
small size online transactions more convenient. Around year 2008, iPhone
shifted the mobile commerce from SMS messaging to actual mobile
applications (popularly called mobile apps). In the study of digital buying
behaviour of European consumers,’ it was found that there was a consistent
increase in their online channel, mobile phones and search engines usage
(Hazan and Wagener, 2012). Hence the companies should develop consistent
messages across these touch points to tap this opportunity. The research also
found that the online journeys of the customers vary by their segment,
geography and the product category. The research also recommended
personalization of marketing campaigns and reallocation of the marketing
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budgets to the most efficient channels, which have been classified asas “paid,”
“owned” or “earned.” Another research by identifies the effect of digital media
on every aspect of the consumer decision journey, right from the initial
consideration, active evaluation, purchase, consumption and loyalty (Galante,
Moret and Said, 2013; Lata & Gupta, 2020). The research also mentions the
emergence of roles such as “Chief Content Officer,” “Data Whisperer,”
“Community Manager” and “E-commerce Expert.” Smartphones operating
systems like IOS and Android have been behind the popularity of mobile
commerce due to their simplicity. Today mobile wallets have made even the
traditional commerce safer and more convenient for the end users.
Features of Mobile Commerce
The mobile commerce offers unique opportunities to the users as well as the
retailers. The significant features of the modern mobile commerce include the
following:
1. Ubiquity: World over there has been a large scale adoption of the
smart devices which provide a new platforms to the businesses
beyond computer systems (Kumar et al., 2020; Lata & Kumar,
2021a). The smart mobile devices are versatile and help the users in
multiple tasks, making them more popular.
2. Multi-way communication: Business to marketing platform,
consumer to marketer, consumer to consumer and consumer to
business communication along with interaction with the e-market
place platforms serving these product listings to the customer.
3. 24x7 Availability: The mobile phone remains switched on most of the
times, even while the users are relaxing or during their travel. Hence
the product information is available to the target customers anytime
anywhere with the option to complete the transaction too.
4. Marketing Channels: Multiple marketing channels and tools are
available on the mobile devices. With more sophisticated smart
phones equipped with the latest features and enhanced computing
powers, the opportunity for the marketers is also bigger (Kusumawati
et al., 2021).
5. Personalisation: More consumer data like location, demography,
contacts, integrated services offer big potential for more localised and
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personalised marketing campaigns. The effective use of analytics also

helps in better targeting.
6. Mobile Payments: Payment via mobile recharge, virtual tokens,
mobile wallets etc. provide options for the convenient shopping
experience to the users.
The mobile commerce can be commenced with multiple channels. Most

prominent of them include:
Mobile Website
Mobile website or mobile compatible websites are used by the companies to

share the content about the organisations and their offerings. Official blogs
accessible on mobile phones are used to deliver the other important content
and information which may not be shared on the official websites (Kumar &
Nanda, 2020). So, the mobile compatible/ responsive websites are important
channels for businesses to provide detailed information about the product/
services. Blogs or articles (content) were the first major offering of the internet
in the 1970s till 1990s. The university researchers and lab scientists used blogs
to share their findings and collaborative work. Businesses too got an
opportunity to develop their product related stories, features and provide the
utilisation insights which are not possible in so much detail in the other
marketing channels. All leading businesses provide detailed information about
the product (for example, automobile, electronic gadgets, readymade garments
etc.) in detail along with the videos for convenience of the users. The websites
are designed in a way to adjust according to the size and resolution of mobile
phone screen. Large organisations as well as small businesses and one-person
shops around the globe can easily get their mobile websites ready with a small
budget with limited features. These websites and blogs are also useful for
organic marketing campaigns, with no marketing budget as such. Business
launch the marketing campaigns to attract first time visitors, keep them
involved with the content, repeat visits, grow the interest and motivate them
for action i.e., sales.
Mobile Applications (Apps)
Mobile app or application is a special software which is developed for use on

a mobile device. With the growing types and number of apps, businesses have
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a new channel for content marketing and sales campaigns. The mobile
application stores (for example, Google Playstore and Apple App Store) have
various types of applications, like games, company specific, news,
entertainment or information on specific topics. Organisations launch their
mobile apps for the customers who need to access the content repeatedly, like
regular shopping, checking the share prices, mutual funds, ticket bookings for
travel, entertainment, latest news etc. Generally, the mobile apps are lighter in
space requirements and offer one or more functions to the users, with the
advantage of location knowledge. The mobile apps utilise the other services
like contact list, location and camera etc. to offer more personalized
information and services to the users. Businesses may launch their own apps
to capture new mobile user customer segment and drive more traffic and sales.
The global average share of mobile-only internet users was found to be around
30%. According to the analytics company Hootsuite, South Africans 10.46
hours per day using the internet. The share of mobile phone for internet access
has also increased from 27% in the year 2013 to around 53.5% in the year
2021 (Hootsuite, 2022). Indonesia (87%), Mexico (80%), and Argentina
(77%) were the other markets that were spending most of their online time on
mobile phones (Timesofindia, 2017). The mobile apps may include the
company, product, blogs etc., along with the online ordering facility. Mobile
apps are useful for the companies which offer products repeatedly used by the
customers. Online Travel booking, food ordering, news services, investment
companies and many other businesses use the mobile apps as their preferred
mode of bringing the content to the users. The mobile apps are owned by the
organisations and they help in completing the transactions or deliver the
content.
Social Media
Social media has itself become a reliable mobile commerce channel over the
last few years (Lata & Gupta, 2020). Content developers are taking advantage
of the popular platforms like Facebook, Instagram for creating a large pool of
followers, who may be targeted for the offerings by businesses (Lata & Gupta,
2020). Customers are attracted to the advertisements where directly they can
install and application or subscribe to the service or buy the products. Social
media provides a level playing field where the start-ups as well as smaller
companies with limited resources can successfully compete with the bigger
brands who have big budget on other traditional forms of marketing like
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banners, newspapers and television. Now a days, ‘Going viral’ is the ultimate
aim for many brands on social media with quality content. Large number of
social media users now use mobile phones for accessing their favourite
platforms. Social media has emerged as an important tool for marketing
because of the ever growing user base and the high engagement levels (Lata
& Gupta, 2020). The users spend around 80% of their social media time using
their smartphones. The businesses need to devise strategy to convert this
engagement into revenue. The businesses can create company pages, interest
groups, display advertisement (banners), product or brand videos, and social
media platform based games (e.g., Farmville) for their sales objectives (online
selling or mobile app installation). The social media mobiles companies like
Facebook, Linkedin, Instagram, WhatsApp, WeChat and Telegram have their
mobile apps which are further supporting person to person communication and
helping in the customer engagement and branding. Mobile commerce
companies can conduct their consumer research, product launch, promoting
sales using the social media (Kumar & Pradhan, 2015). Simple presence and
regular activities by the organisations on social media is organic marketing.
For more customer reach, the social media platforms offer paid promotions
and visibility to the organisations.
Search Engine Marketing
Mobile phone is always close to the users and it is always. The customers can
easily pull out the mobile phone anytime anywhere to search for the
information which are found useful for them. The users have the option of
entering the search query using the QWERTY keyboard, or use the mobile
microphone for speaking the query. This query is recognised by the search
engine and it generates the sponsored results and the best matching results as
an output (Bhardwaj & Kumar, 2022). Additional feature of search by
speaking makes the mobile based search engine marketing even more
attractive. Google is the top search engine for mobile users with 89.96% and
Baidu is distant second with 6.9% market share (Netmarketshare, 2020).
Businesses need to make their websites mobile friendly and optimise the
content for the search engines. This is useful activity and is called organic
(without any payment). Special mobile friendly website version or the
responsive websites are important for the advertisers. Search engine
optimization is helpful in bringing the company website on the higher ranks
in the search engine result pages (SERP). Due to large number of websites
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contesting for higher ranks on the same search keywords, the mobile
commerce companies may consider including paid advertisements for quick
conversion and increasing the effectiveness of search engine marketing
campaigns. Once the users search their queries and reach the website, they
have the option to complete the purchase/subscription transaction on their
mobile phone itself.
Display Marketing
Mobile commerce companies can project their offerings using the digital
banners, which are similar to the traditional banners/posters. The popular
mobile apps and web portals with high number of visitors or the domain
relevant websites like Yahoo (general web portal), Shiksha (education portal),
Cardekho.com (automobiles web portal) etc. (Lata & Gupta, 2021). display
various banners of different sizes. Since these popular websites have a large
number of mobile users, these banners are shown to them with the latest
offerings, CSR projects, seasonal sale, offers and discounts etc. A mix of
graphics, real time pictures and rich multimedia content (animations, gif etc.)
attracts the customers and the display marketing is found to be very effective.
In the contextually relevant environments these mobile display banners may
be more beneficial (e.g., magazine or newspaper article with content from
same domain). Selection of the right mobile app or website, visuals, content
quality, dimensions and banner size are major factors for the success of display
marketing on mobile phones (Mittal & Kumar, 2022). The mobile apps for
social media, news, e-commerce, and mobile games offer opportunities for
display banners, sponsored content and interactive forms, video clips and
animations. This channel helps the businesses to showcase their content and
generate additional revenue. Mobile App based advertisements contribute a
major share in the revenue for the app publishers in addition to their sales/
subscription revenue.
Video Streaming
The mobile based video platforms are becoming more and more popular, with
YouTube having more than one billion users worldwide (YouTube, 2018). In
the developed economies like US and UK, YouTube was found to be the
leading video streaming app with largest number of active users (Techcrunch,
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2017). Businesses have a great opportunity in utilising the video streaming as

80% of millennials refer to the video content, during their purchase related
research decision (O’Neill, 2015). The top video streaming mobile apps were
found to have their revenue increasing steadily because more customers are
willing to have paid subscription for their favourite mobile video apps. Seeing
the trend of video preference by the user many companies have started
including video marketing in their broader strategy. Popular social media
platform Facebook launched Facebook Live and its group company Instagram
also increased the video length to a maximum of 60 seconds. Another popular
social media platform Twitter also launched the live video streaming
(Kumar& Nanda, 2022). Videos are found successful in getting the viewer
attention with the interstitial or superstitial advertisement content. Businesses
upload the product related informative videos like unpacking, comparision,
video blogs (for example tour and travel companies) for convincing the
customers to complete their transaction.
Short Message Services (SMS) Marketing
In the journey of mobile commerce, SMS play an important role. SMS is being
used to deliver One Time Password (OTP) to the users while logging in,
payments or status update on the product delivery. SMS services was
dominant with the large adoption of mobile communication in the initial years
as there was no need of internet connection, Businesses as well as customers
found SMS as easy, cost-effective and result oriented service available over
smartphones as well as feature phones. The SMS marketing campaigns permit
the embedding of weblinks or mobile app download within the message text.
Many advertisements in the traditional as well as digital space include SMS
numbers to support the interested consumers in obtaining further information.
SMS advertising takes advantage of valuable wireless communication channel
for direct marketing, promotion campaigns and enhancing the customer
relationships (Frolick & Lei-da, 2004). Marketers need to prepare small text
(140-160 characters) message about their offering. SMS advertising is found
suitable for pull & push promotions, effecting the purchase decision and
enhancing the overall marketing campaign effectiveness (Frolick & Lei-da,
2004; Roozen & Genin, 2008). Organisations need to launch their sign-in
campaigns to develop a database of the customers or prospects (Lata & Kumar,
2021b). This opt-in database is then segmented for customized SMS
marketing campaigns. Many CRM and third party platforms offer SMS
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services along with offering the insights to the businesses about the SMS
campaigns. Open rate, click rate, bounce rate and several other measures help
in further tuning the SMS marketing campaigns (Lata & Kumar, 2021c).
E-Mail
The smartphones have been primary device for most of the email users and all
the leading email service providers offer mobile apps (Kumar et al., 2021).
The businesses need to redesign their email marketing strategy as per the
place, time and mode of accessing the email by their target audience. Many
ERP, E-CRM solutions and third party email service providers have the email
features where the marketers can launch the customized campaigns for the
various customer segments as per their preferences and past actions. The
various metrics like delivery rate, open rate, click on link, query, website visits
etc. are available for further optimize the email campaigns. E-mail blast on the
large email database also leads to Spamming and annoying the recipients. E-
mail is being used for mobile app password reset, one time password, sales
transaction confirmation, payment confirmation, order status update etc.
during the mobile commerce cycle. The fast adoption of mobile phones
(android and iOS) and tablet devices means that the modern businesses need
to adopt a “mobile-first” strategy. Around 75% customers were found to prefer
mobile phones for checking their personal emails and 79% customers
preferring computers for using their official emails (Ryan Dietzen, 2017). The
personal emails are ideal for the marketers where preference of the mobile
phone is more. Customers may be sent more detailed information about the
offering as well as weblink can be embedded to visit the website or mobile
app right from their inbox.
Framework for Marketing Mobile Commerce Businesses
The mobile app based advertisements work similar to the traditional web
based advertisements. The application publishers register themselves to the
advertisement networks, which are selling the advertising space in their apps
to the potential advertisers (mobile commerce or traditional businesses). The
business advertisers buy important spots as per their product and brand profile,
which can bring them closer to their target demographics. The business
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advertisers pay to the application network for every click, simple impressions,
mobile app download or final sales. The advertisement network then passes a
fraction of the advertisement revenue to the application developer where the
advertisement was displayed and the customer was reached. The popular apps
like news apps or e-marketplace can directly work with the advertisers and
fetch more revenue for advertisement campaigns than the app network based
advertisement. The revenue model for the mobile app based marketing has
been shown in Figure 1.
Figure 1. Mobile app based marketing revenue model.
Mobile App Publishers
The mobile application publishers play an important role in the mobile

commerce environment and the full featured version of high valued content
apps are generally chargeable (for example news, research, gaming etc.). The
trial versions of these apps may be free with the sole objective of
advertisements. The app publishers get a two-sided revenue model in which
the user need to pay directly for installing the app and consuming their content.
App publishers get advantage of the large number of users to get additional
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revenue from marketing activities from the advertisers (Lee & Faber, 2007).
The app publishers register on the advertisement platforms (for example
Google Ads) to bring the best matching advertisements in lieu of a fee,
deducted from their revenue. They also attract the users with virtual coins/
social recognition or advancing to the next levelsfor the app installs or specific
actions.
E-Commerce/Mobile Commerce Marketers
For a successful marketing campaign, along with developing engaging

content, reaching out to the target audience is also very important (Kumar
&Ayodeji, 2021). The marketers have to find out the right audience which will
show of intrinsic motivation in engaging with a gamification product.
Advertisement platforms offer better targeting to the e-commerce/ mobile
commerce marketers to reach the right audience. In-game advertising offers a
great target audience for advertisers because they are engaged in repeated and
long sessions. User activities (view, click, lead generation etc.) are counted for
payment from their marketing budgets.
Mobile App Users
The users’ attitude toward advertising has been a main concern and focus for
a long time for the businesses. Researchers have been focusing on the
youngster’s attitude towards mobile marketing, especially towards mobile
marketing campaigns (Kumar, &Ayodeji, 2021). The youngsters spend more
time on the mobile apps (for example games), hence there is a big opportunity
to influence their attitude towards the products on offer. Mobile app users may
be influenced with the product placement or take an action like sharing contact
details (lead generation), subscription or purchase. Sometimes a simple
recognition and advance to next phase or special powers/ badges also motivate
the game players to take action (Lee & Shin, 2017). Users get rewarded for
their actions and get virtual coins to keep them engaged in the future.
Advertisement Platforms
Advertisement platforms collect advertisements from various advertisers and

serve them on the mobile app publishers who have registered on them. The
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adspend of the advertisers is managed by the platform for better targeting and
return on investment. In lieu of this, the advertisement platforms keep a share
of the adspend as its revenue. Cost per click is the most common way for
payments by advertisers to the mobile app developers, but per view or other
actions based payment mechanisms are also available. The CPM (Cost per
million views but practically for per thousand impressions of advertisements
displayed to the users) may range from USD 0.53 to USD 1.12. If any mobile
app has on an average 1,000 visitors daily seeing only two advertisements each
at an eCPM of $.50, the mobile app will get USD1.00 per day (Butner S.,
2016). Commissions per sales are also being used by the e-commerce/ M-
Commerce companies to attract mobile app publishers to show their
advertisements. Games like Supercell and Activision Blizzard’s titles don’t
use much advertising in its games, and therefore it shows in its revenue
breakdown, earning more from in-app purchases. Glu Mobile, Zynga and EA
Games are more reliant on in-app purchases but also gaining good revenue
from advertising (Apptopia, 2017). Similarly news websites, education and
medical information portals have attracted large number of users who are
shown the advertisements of the relevant products.
Challenges for Mobile Commerce
Risk Assurance
The consumers’ behaviour is strongly influenced by perception of risk.

Consumers are usually uncertain about the consequences of a decision or an
action (Bauer, 1976). The consumers try to minimize risk rather than
maximize utility. A consumer’s subjective risk perception can thus strongly
determine this behaviour (Mitchell, 1999). Generally the users perceive data
security as a major challenge for the mobile app interactions. Due to the web
and app based interactions, there are common concerns about identity theft,
data manipulation, unauthorized data access, and tracking of user activities
(Lata & Kumar, 2022). The anytime anywhere user access to app publishers
provides high-potential, personalized mobile marketing opportunity, but it
also accounts for consumers’ willingness to adopt mobile commerce as an
innovation (Högberg, Shams & Wästlund, 2019). App publishers need to
clarify their strategy and data usage policy to the gamers during the installation
and strictly follow the same.
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Ensuring Utility (Information, Entertainment and Social)
The consumers will only accept mobile commerce if they perceive a benefit
in shopping or consuming content on their mobile phone (Kavassalis et al.,
2003). For the mobile based marketing also, the businesses need to be careful
about utility of the content being served to the consumer. According to Kaas
(1990), a consumer perceives the advertising stimuli if its marginal utility
exceeds the marginal utility that results from using an additional time unit to
engage in an alternative activity. It means that if the mobile users perceive the
utility of content, their attitude towards it will be more positive. Consumers
consciously select and use contents and products to gratify specific needs.
Utilising the User Pause Patterns
The breaks between app usage/ gaming levels, unlocking a gift or achieving a
milestone like winning or losing a race etc. are considered to be perfect time
for serving an advertisement to the players. The players may be looking for a
short pause and relax before moving on with the gaming experience. App
designers need to identify such pauses and clearly communicate the possible
duration of pause to advertisers. These interactions may also be good
opportunity to attract the players with a special reward like extra time,
upgrades, unlocking next stages etc. (Acar, 2007). A quick app installation or
subscription to the newsletter could be completed in this short time.
Utilising Existing Knowledge
Existing knowledge affects the consumers’ response and it helps them

understand the features and usage of an innovation. Existing knowledge thus
affects the consumer’s perceptions of the innovation’s complexity (Moreau et
al, 2001). The more familiar a consumer is with mobile communications in
general the less difficult the use of mobile commerce or apps will appear to
him/ her. An individual’s inclination to search and use information is an
important construct in the analysis and explanation of consumers’ behaviour
(Kroeber-Riel & Weinberg, 2003, Ayodeji& Kumar, 2020). Relevance of
contents and products depends on the consumer’s willingness to get
information about it. Hence the businesses need to analyse the existing
knowledge of target mobile users.
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Visual Aesthetics
Effective images command attention and communicate some feeling to an

audience. There are various visual elements like lines, shapes, forms, texture,
color, value, size, and shape which impact the effectiveness of any image
(Feldman, 1987). The mobile commerce platforms to carefully check the
colour, font, graphics of graphic banners, animations and videos before
strategizing their contents on the website or mobile apps. These elements of
visual design help improve the image’s composition and effectiveness. The
visual aesthetics of the products creates value for consumers and it creates
significant value for product and makes it more special (Mumcu & Kimzan,
2015). The visual aesthetics have impact on the consumer’s response as well
as brand image.
Innovativeness
Actual innovativeness is the adoption of a specific innovation by an individual.

Some consumers have preference for high degree of innovativeness and they
welcome new experiences, making constructive use of information received
(Leavitt & Walton, 1975). With the increased research and development
budgets and availability of multimedia content for mobile commerce, the
customers with a high level of innovativeness are likely to receive a large
amount of information on mobile communications (Peter & Olson, 2002).
Businesses need to think and implement unique ways like virtual reality,
augmented reality, vibration, pinch, tap etc., to communicate with the users in
their shopping experience. An emerging use of mobile games is to drive
competitiveness through interactions over innovative platforms (Kumar
&Ayodeji, 2021). For instance some popular sporting events see the launch of
mobile games before the real event which excites the users to the event. NBA1,
Indian Premier League2 and many other events have successfully utilised this
unique opportunity. Mobile app and website publishers can also update the
software with the changes in product/event with time. These updates would
further enhance the customer engagement with brand.
1
https://emulatoronline.com/games/nba/.
2
https://economictimes.indiatimes.com/small-biz/startups/nazara-games-signs-deal-to-launch-
ipl-mobile-game-starring-virat-kohli/articleshow/58059091.cms/.
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Accessibility
Mobile commerce experience needs to be designed to ensure easy accessibility

to various links and options (Mago, Z., 2017). The customers may sometimes
consciously or subconsciously ignore the brands/ information / product image
banners. This ignorance may affect the user response and engagement rate.
Some researchers have found that after some time of interacting with
advertisements, the respondents do not remember the brands (Nelson, 2002;
Yang & Wang, 2008). The businesses need to work on banner blindness,
exploring options like timing, location, colour and content to judge
effectiveness of the advertisement and not compromising on their online
experience. Due to the small screen size and touch based interactions, the apps
might also have fat finger errors. Users generally tap or click on the various
buttons on screen. But the wrong tap is annoying for a player who is in the
mid of a mobile commerce transaction.
Using Ads as Reward
To have positive response from the customers, advertisers can reward them
for viewing them with some virtual coins, points, or any other benefits
applicable (Kumar & Pradhan, 2020). Many businesses like Makemytrip and
Amazon have adopted the gamification in their apps as well as websites.
Giving free coins to the users through loyalty programs or coins can lead to
increasing sales of game items or the products (Lee & Shin, 2017). In year
2011, Facebook gave special reward to the users of its games like
‘Frontierville’ for watching advertisements. This makes the advertisements
more desirable but app publishers have to give away freebies to get the
additional views. This bonus or help offered to the users in exchange of
interaction with advertisement gives more engagement, clicks and sales.
Conclusion
The mobile commerce presents a unique opportunity for the businesses where
they can reach the target customer anytime and anywhere. The new services
like location tracking, more customer profile related data and integration of
multiple services on a common device makes mobile commerce more
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attractive. As the users get more comfortable with online transactions and
businesses bring innovative solution to the customer concerns, the opportunity
of mobile commerce is bound to grow further. With the improvement in
technology, better internet connectivity, data analytics and affordable
smartphones, the mobile commerce will reach newer customers in the near
future. Modern businesses need to keep mobile commerce as a high priority
not only to keep attracting newer customers, but not to be left behind in
competition.
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Chapter 6
E-Commerce in Southeast Asia:

A Futuristic Perspective
Gesty Ernestivita1,* and Subagyo Subagyo2,†

Universitas Nusantara PGRI Kediri, Indonesia
Abstract
COVID-19 pandemic changed the behavior of people including buying

behavior. So, it builds opportunity to digital business to increasing
market share, including e-commerce as a new business platform. The
massive retail industry is turning to digital as a lot of businesses are
partnering with e-commerce platforms. Correspondingly, the number of
online sellers in SEA increasing and sales on e-commerce platforms is
increasing at an unprecedented rate. However, the consumers still want
the same online shopping experience as offline. The present chapter
considers the different aspects of e-commerce growth in Southeast Asia
and identifies the most important drivers. A comparative analysis of e-
commerce in different countries of Southeast Asia has been presented
with a futuristic outlook.
Keywords: COVID-19 pandemic, e-commerce, Southeast Asia (SEA), video

technology
*
†

ISBN: 979-8-88697-335-8
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112 Gesty Ernestivita and Subagyo Subagyo
Introduction
The average Southeast Asian spends about 3.6 hours using mobile Internet
every day (Dailysocial, 2021). This figure is the highest in the world and
makes Southeast Asia the only region with this unique statistic. Across the
region, desktop traffic represents less than 30 percent of web traffic
(Dailysocial, 2021). This shows the importance of a mobile-friendly platform
for e-commerce merchants (Kumar & Saurabh, 2020). This potential makes
the growth of e-commerce in the Southeast Asia region relatively fast. On
average, Southeast Asians spend about 140 minutes online shopping each
month. That’s double the time Americans spend on e-commerce. Southeast
Asians are also more likely to make purchases on weekdays than on weekends
(Dailysocial, 2021). However, mobile traffic peaks on weekends. This
condition shows that consumers are more likely to browse e-commerce sites
and find products during this time and make purchases on weekdays. This fact
can be the main focus for e-commerce businesses to stimulate consumer
purchases with various promos such as flash sales, collaborate with
influencers and improve services on weekends because many goods search
activities are carried out by consumers on holidays along with lots of screen
time. The more promos carried out on weekends, the domino effect will
increase the number of consumer transactions on weekdays.
The high number of online shop transactions in the Southeast Asia region
is also a potential for e-commerce growth in itself. The next potential is a
variety of payment methods. Due to the low credit card penetration in the
region, e-commerce players face unique challenges that go unnoticed in the
Western world. As a consequence of this structural deficiency, a much more
diverse range of payment solutions has proliferated in the region, namely: (1)
Cash on Delivery (COD) is offered by more than 80% of E-commerce players
in Vietnam and the Philippines, (2) Transfer methods popular banks in
Indonesia (94%), Vietnam (86%), and Thailand (79%), (3) Nearly 50% of
merchants offer offline points of sale in Thailand and Vietnam, (4) Instalment
payments are proving to be very popular (and increasing) in Vietnam (47%)
and Indonesia (42%).
Daily e-commerce transactions in Southeast Asia have increased
drastically since the COVID-19 pandemic hit and required the government to
provide physical distancing policies to its citizens (E-Marketer, 2021; Lata &
Gupta, 2021). Thus, people’s buying and selling patterns have changed to
digital-based, especially for retail-based businesses. Accompanied by the
rapid development of e-commerce and marketplaces, various interesting
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E-Commerce in Southeast Asia 113
features are also presented, making shopping convenient for its users. A
snapshot of the retail e-commerce sales has been presented in the Figure 1 (E-
Marketer, 2021).
Figure 1. Retail e-commerce in select countries in Southeast Asia in 2021.
As presented in Figure 1, the Southeast Asia experienced an e-commerce

boom. This can also be attributed to the fact that different pandemic-driven
social lockdowns empowered more shopping from domestic e-commerce
players (Kumar & Gupta, 2021). The six major economies that we track within
the locale will deliver $970.83 billion in generally retail deals this year, of
which as it were 4.6% or $45.07 billion will execute by means of e-commerce.
This can be one of the most reduced territorial e-commerce offers within the
world, recommending abnormally huge room for development, especially
given the scale of the combined populace of the six markets (Ekrut Media,
2022).
Indonesia accounts for about half of Southeast Asia’s e-commerce, which
is unsurprising given the country’s size. We estimate that digital sales in the
United States will reach $20.21 billion this year, up 15% from 2020. The rest
of the regional markets, such as Thailand, Malaysia, Vietnam, Singapore, and
the Philippines, trail Indonesia in terms of population, economic development,
and per capita income, but their relative rankings are in line with expectations
given each country’s population, level of economic development, and per
capita income in comparison to one another. The Philippines underperforms
marginally, owing at least in part to the unique logistical hurdles of delivering
e-commerce to over 2,000 populated islands. Singapore, on the other hand,
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punches far above its weight due to its high per capita GDP. Philippines and
Vietnam are expected to produce slightly more.
Comparative Analysis of Offline vs. Online Business
Business in Southeast Asia since the pandemic has experienced changes in

various aspects, especially in transactions (Kovid & Kumar, 2022). Offline
transactions are now increasingly abandoned; store operating hours are
starting to be limited. This is a big challenge for businesses that only carry out
offline transactions, because many people are doing activities at home, even
working at home since the call for physical distancing (Kumar& Malhotra,
2021). So, now offline businesses are very difficult to maintain their business
if they don’t switch to digital. For this reason, business people in Southeast
Asia can now choose to market their products online or offline.
Online-based business with the use of e-commerce will further increase
the opportunity to reap profits and market share in Southeast Asia, associated
with a fairly high data on e-commerce users in the Southeast Asia Region,
which reaches 350 million users and continues to grow every day (Damar,
2020). Various business sectors have switched to digital, such as the
education, health, supply chain and logistics sectors, all of which have started
to leave the offline business because of their lack of effectiveness and less than
optimal in gaining market share, especially since there were restrictions on
community activities in the midst of a pandemic (Lata & Gupta, 2021).
Determinants of Future E-Commerce

and Marketplace in Southeast Asia
In a fast-paced world, everyone is trying hard to keep up. Every field is

growing rapidly, including in terms of buying something. Even if the item you
want to buy is in another city or even in another country, there’s no longer a
reason not to be able to buy it, it only takes a few clicks, and anyone can buy
anything and from anywhere (Lata & Kumar, 2021b). So, having a physical
store today is not a guarantee that you can sell a product quickly, but having
an online store seems to be mandatory for businesses today. As an
entrepreneur, entering the world of e-commerce is one step towards growing
your business and increasing profits. As for those, who have just started a
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business, e-commerce is the best choice to get company profits. Whichever

position you are in, e-commerce isn’t just about selling your products online,
it’s more than that.
In developed countries, e-commerce is no longer something new, but in
developing countries like Indonesia there are still many people who do not
understand it very well. Indeed, e-commerce has started to emerge, but it is
still very small compared to the existing population. This is why the e-
commerce market in Indonesia has great business opportunities. Coupled with
the fact that the development of internet and Smartphone usage is also
increasingly widespread (Lata & Kumar, 2021c), it is clear that it is not a bad
choice to enter the world of e-commerce.
The determinants of the success of e-commerce in Southeast Asia are:
(1) Price regulation: The products being sold are definitely not the only
ones on the market, there are other products that are certainly similar.
It is natural for customers to compare prices between one product and
another. Business people should often check the market price for the
similar products you sell. Many strategies are used so that the
products sold can be more saleable than others, ranging from
discounts or other offers. Sometimes, customers are looking for the
cheapest product among others. However, you should never advertise
your product or provide information that the product being sold is the
cheapest because it is not impossible that cheap is usually
synonymous with poor quality goods. That doesn’t mean you have to
give the highest price either, set the price according to the product
being sold, not too low but also not too high or affordable.
(2) Product quality: There is one drawback of e-commerce, when
someone buys a product online, usually they will not easily believe it,
they are afraid that the goods received will be of poor quality unlike
what is stated in the image description. Compared to if someone
bought a product in a physical store, they would immediately know
the quality of the goods. Convincing customers that the products sold
are of good quality is a challenge in itself. It’s very difficult to win
customers’ trust, especially if it’s their first time buying, that’s why
businesses need to establish consistent product quality standards
(Lata & Kumar, 2021a). If you send a second quality item and it
doesn’t match the description added on the site, it is certain that the
customer will not trust the store again even though the goods
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purchased by the customer can be returned. Customer satisfaction is

what you should prioritize. When a customer complains about a
product, be sure to deal with it quickly.
(3) Accessibility of online stores: Website is one of the means by which
you can communicate with customers. So make sure the website is
able to provide information quickly. It’s also good that the website
can be opened properly even through a mobile device. The better the
website the more people might see it.
(4) Good first impressions: With just a glance, customers are able to
determine whether they are starting a website or not. Making a good
first impression on your website will bring in lots of customers. Make
the design as impressive as possible, not just a plain website. Ask an
expert for help if you can’t make a website like this. But remember,
even if you make a website with the best possible design, make sure
the content in it is neatly organized, easy to understand.
(5) Security (Lata & Kumar, 2022): One of the fears of someone in online
shopping is security issues. When buying something online, they
certainly have to provide information such as name, shipping address,
phone number, email address, it’s not even possible is credit card
information. There is always the possibility that the data can be stolen
or misused. Businesses must be able to ensure that the identity of the
customer is maintained (Kumar& Bhardwaj, 2018), and the delivery
of products is safe from ordering until the product is received by the
customer.
(6) Taking advantage of email marketing: Many problems arise in e-
commerce even after a customer orders an item. For example,
ignoring goods that have been ordered, not proceeding to payment, or
still unsure whether to buy products from or not. When the customer
fills in their identity, add an email address form. You can send a
message directly to the intended person. For example, if someone
ignores their shopping cart, the seller can send a reminder email, or if
someone has recently joined a subscriber, the seller can send a
welcome email to the consumer. With email, sellers can personally
greet them and this of course will increase customer trust, sellers can
also provide special offers directly to them. If you get a special offer
for the seller, many email marketing providers can help you (Mail
Target) in email marketing matters (Mittal & Kumar, 2022).
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Prediction of the E-Commerce Growth by 2022
Because Indonesia has the largest e-commerce market in Southeast Asia, this
is an intriguing topic to discuss. Indonesia accounts for about half of all
transactions in this region. The increased penetration of e-commerce has
contributed to the continued increase in population who utilize the internet as
a basic requirement after clothing, food, and housing. McKinsey & Company,
a management consulting firm, provided study findings on the current state of
the e-commerce business in Indonesia and its growth estimates for the next
several years. Their conclusions cover a variety of subjects, including the
value growth of the Indonesian e-commerce market through 2022, as well as
the probable impact of this growth on Indonesia’s economic and social
landscape. Ecommerce is expected to reach a value of US$65 billion by 2020.
(Rp910 trillion). The McKinsey study defines e-commerce as the process of
buying and selling physical goods online, which is divided into two categories:
(1) Formal buying and selling through online platforms designed to

facilitate transactions, such as Bukalapak and Tokopedia, and
(2) Social commerce, which is the marketing of goods through social
media such as Facebook or Instagram with payment and delivery
handled by other platforms (Lata & Gupta, 2020). Service firms like
GO-JEK and Traveloka, as well as B2B platforms like Indotrading,
are not included in this study, according to mckinsey. Even if the
service and B2B sectors are excluded, the gross merchandise value of
the Indonesian e-commerce market is expected to increase by eight
times by 2022.
Indonesia has the fastest growing economy and the largest market in
Southeast Asia (Eka, 2019). The digital economy in Indonesia is rapidly
expanding; in 2015, the amount was only $8 billion, implying that it has
increased by more than fourfold this year. Thailand is the second-largest
exporter this year, at $12 billion (Dailysocial, 2021). Along with producers
and distributors, consumer buying habits in Indonesia will change. The ease
of transacting and selecting things has spurred an increase in the number of
online consumers, which is predicted to reach 65 million by 2022, growing at
a rate of roughly 25% per year. When compared to offline purchases of similar
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products, the rising popularity of internet shopping is likewise linked to

cheaper costs. When compared to actual purchases, online customers on the
Indonesian island of Java, particularly in urban areas, save 4-14 percent on
average. This is because, due to high operational costs, offline goods are more
expensive, whereas online shipping costs are lower due to a broad distribution
network. As e-commerce grows, consumers in rural and remote areas may be
able to benefit across the developing economies (Kumar et al. 2020).
Meanwhile, online shoppers outside of Java, particularly in rural areas,
can save between 11 and 25 percent. Due to the high inventory expenses of
offline wholesalers, shopping online is substantially less expensive in this
instance. Shipping expenses, on the other hand, continue to have a significant
impact on the prices of goods sold online; in places outside of Java, such as
Palembang and Timika, shipping charges might account for 40-50 percent of
the entire cost of a product.
Jakarta, Bandung, Surabaya, and Semarang, Indonesia’s four major cities,
currently account for more than 70% of all internet transactions in the country.
However, a number of recent trends imply that e-commerce can help rural
dwellers contribute more to the national and worldwide economies. E-
commerce transactions in Papua, North Kalimantan, and North Sulawesi
surged about twice as fast as transactions in Jakarta between 2013 and 2017,
especially in purchases. This surge has the potential to happen faster as internet
penetration and people’s purchasing power increase. Overall, rural e-
commerce sales climbed 2.5-fold from 2015 to roughly IDR337 million in
2017. Meanwhile, e-commerce purchases grew at a faster rate, increasing
fourfold in the same time period to roughly IDR4.9 trillion in 2017. The large
number of purchases may indicate that e-commerce has the ability to assist
residents of rural areas in purchasing devices that were previously unavailable.
The online business sector in Indonesia is estimated to grow 3.7-fold by
2025. Its value will be US$ 48.3 billion from US$ 13.1 billion in 2018. This
growth is driven by increasing people’s purchasing power and internet access
which has reached cities and towns, small town (Lata & Kumar, 2021c).
However, in Southeast Asia, online business revenue growth in Indonesia is
not the largest. Vietnam is predicted to experience an increase in income by
6.6 times and Thailand by 4.9 times. The revenues of the two countries will
also reach US$ 24.4 billion and US$ 21.4 billion in 2025. Meanwhile, online
business is projected to only grow about double in Malaysia and Singapore,
becoming the lowest in the region.
After Indonesia, Thailand is the second highest country in internet
economy market size data in SEA. There are close to 50 million internet users
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in Thailand today, with a whopping 85% of those between ages of 16 and 64

surveyed by GlobalWebIndex1 that reporting they already do purchase activity
online. Despite this high level of usage, internet spending in Thailand is still
quite low. In 2018, the average buyer in the country spent only $100 on online
consumer goods purchases, compared to a global average of $634. However,
with customers’ online purchasing increasing by 25% last year, Thailand’s e-
commerce industry appears to have a bright future. According to Statista
(2019), Thailand’s online consumer economy was worth approximately
US$8.3 billion in 2018, up US$1.6 billion or 25% over 2017. Thais spent
US$4.14 billion on e-travel in 2018, accounting for half of the entire amount.
However, almost all of Thailand’s e-commerce customers also buy consumer
items online, according to Statista’s Digital Market Outlook survey, which
found that 37.5 million Thais spent over US$3.75 billion on consumer goods
online in 2018. However, in line with regional trends, Thailand’s digital
content sector remains modest, with the average e-commerce user spending
just over US$1 per year on music downloads and streaming services
combined. Although demand for video games is increasing, Thailand’s whole
digital content sector is still worth less than $400 million per year.
Digital music sales are hardly increasing as well, with Thais spending only
5% more, or US$2 million, in 2018 than in 2017. However, the rest of
Thailand’s e-commerce market shows a totally different picture, with many
categories enjoying yearly growth of more than 25%. According to an
Indonesian e-commerce survey, the food and personal care sector is
experiencing the highest growth in online sales in Thailand, with sales up 30%
in 2018 compared to the previous year. Meanwhile, while accounting for half
of Thailand’s overall internet economy, tourism was the country’s second-
fastest-growing e-commerce industry in 2018, with sales up 28% from 2017.
Online sales of fashion and beauty products grew at a slower rate of 17% year
over year, which could be due in part to Thailand’s rich tradition of fashion
markets such as Chatuchak weekend market and Platinum Fashion Mall.
However, the sector is far from ‘struggling,’ with Thai customers on course to
spend more than US$1 billion on online fashion purchases in 2019.
Lazada is Thailand’s most popular e-commerce site. The company’s
local-language website attracted an average of 44 million monthly views
between May and July 2019. The company’s mobile app was the most popular
shopping app in Thailand during the first three months of the year. However,
these rankings are based solely on website visits and app users, and may not
1
https://datareportal.com/reports/digital-2019-e-commerce-in-thailand/.
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accurately indicate market share worth. Shopee’s dedicated Thai website got
an average of 33 million monthly visits between May and July of this year,
making it second in both the website and mobile app rankings. Although it’s
impossible to distinguish either company’s online food and personal care
purchases in Thailand, Lazada and Shopee account for a considerable portion
of customers’ grocery-specific online food and personal care purchases. In
recent years, delivery services such as Honestbee and Happy Fresh have had
success in Thailand, albeit Honestbee’s seeming great performance hasn’t
been enough to overcome its ongoing issues. Other players appear to see the
delivery model’s future possibilities as well. According to recent rumors, Line,
one of Thailand’s most popular social media platforms, is planning to start a
grocery delivery service as part of a slew of new shopping-related services in
the country before the end of 2019. Traditional grocery brands, on the other
hand, appear to be taking longer to succeed online in Thailand, with none of
the country’s supermarket chains making it to the most-visited transactional
websites. That, though, could be about to change. Last month, Tesco Lotus,
one of Thailand’s major traditional grocery brands, partnered with Shopee to
establish a new online shopping site, marking an important step forward in the
company’s e-commerce operations. Thailand suffers less of the geographical
obstacles that Indonesia and the Philippines do, but population dispersion
remains an issue, with slightly more than half of the country’s population
living in rural areas. Thailand’s digital infrastructure, on the other hand, is
well-established. Almost 70% of the country’s population has access to the
internet, and according to the statistics below, Thais are among the world’s
most avid internet users. Overall, Thailand’s e-commerce future appears to be
bright. According to the research, Thais have already embraced internet
buying, and it should only be a matter of time before this translates into higher
value.
According to Datareportal (2019), Vietnam today has 59 million internet
users, with 78 percent of those aged 16 to 64 having made an online
transaction2. Vietnamese e-commerce shoppers are considerably more
numerous. According to Statista’s Digital Market Outlook (2019), about 50
million Vietnamese citizens bought consumer items online in 2018, paying a
total of USD $2.2 billion. However, the average e-commerce revenue per user
is still low. Over the course of the past year, Vietnamese buyers spent an
average of just US$46 on consumer items, excluding travel and digital media
expenditures. The good news is that online spending in Vietnam grew
2
https://datareportal.com/reports/digital-2019-e-commerce-in-vietnam/.
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significantly in 2018, with the value of online consumer goods transactions

growing by about 30% over 2017.
In 2018, Vietnamese consumers spent about $6 billion on internet goods,
more than $1 billion more than the previous year. Travel purchases accounted
for 59% of total spending, with the e-travel sector in Vietnam worth close to
US$3.5 billion in 2018. Consumer items, on the other hand, accounted for 38
percent of the country’s e-commerce value in 2018, with sales of electronics,
clothes, toys, and groceries totaling more than US$2.2 billion. Electronics
purchases make for the largest percentage of value in the consumer goods
industry, however fashion and cosmetic products aren’t far behind. However,
according to Statista’s DMO data, Vietnamese internet users are less likely to
pay for digital material, with the digital music sector being particularly poor.
Last year, Vietnamese individuals spent only US$21 million on music
downloads and streaming services, amounting to slightly over US$1 in income
per user.
However, Vietnam’s online economy is booming, with the whole market
value expanding by more than 20% last year. Given its size, it’s not
unexpected that the travel industry is growing more slowly than the rest of the
economy, with revenues increasing only 16 percent in 2018 compared to 2017.
The value of consumer goods purchases, on the other hand, increased by 29%
year on year, with the Food & Personal Care and Toys, Hobbies & DIY
categories both experiencing growth rates of above 30%, according to
datareportal (2019).
Furthermore, according to Statista (2019), Vietnam is one of the top three
fastest-growing online grocery markets in the world, with a 38 percent
increase in category sales value between 2017 and 2018. This isn’t simply
fantastic news for online food businesses in the United States. Many
individuals in Vietnam buy for groceries on a regular basis, and as more of
this activity goes online, shoppers are becoming more comfortable with the
process. This increasing familiarity should promote higher confidence in
online purchasing as a whole, which might lead to increased e-commerce
activity across all categories if these regular grocery experiences continue
favorable. Shopee and Lazada dominate the e-commerce sector in Vietnam, as
they do in most other Southeast Asian countries. Between June and August
2019, Shopee’s Vietnamese website received an average of 34 million
monthly visits, compared to around 24 million monthly visits for Lazada’s
local site. Meanwhile, Tiki.vn, a local platform, is in the top three ranks for
both website traffic and mobile web use, with an average of 27 million
monthly visits over the past three months. The Amazon global offerings
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appear in both the mobile app and website ranks, with 3 million more than
Lazada’s local site. Surprisingly, it appears that Vietnamese customers’
platform choices differ based on the device they are using. Although Adayroi
is one of Vietnam’s top five mobile shopping apps, the company’s website
does not rank among the country’s top ten transactional websites according to
SimilarWeb. Local players thegioididong.com, chotot.com, and dienmay-
xanh.com, on the other hand, all rank among the country’s top transactional
websites but do not show in App Annie’s top mobile shopping applications.
Food and personal care items accounted for the smallest part of Vietnam’s
online consumer goods market in 2018, according to the data below, but sales
are expanding at a rate of close to 40% every year, which may change
datareportal (2019).
IGD Asia, a grocery research firm, predicts even faster growth for the
country’s online grocery business, with projections indicating that expenditure
will double every year between 2017 and 2022 datareportal (2019). Despite
this excellent rise, online shopping will remain a minor part of Vietnam’s total
grocery sector, with IGD Asia predicting that e-commerce will account for
less than 0.5 percent of total category spending by 2022. However, this low
foundation means that there is lots of room for further significant development
over the next decade, which may give retailers researching the Vietnamese
market reason to be optimistic. For comparison, the US$348 million spent on
online food by Vietnamese e-commerce buyers in 2018 represented around
0.6 percent of the country’s entire grocery market of US$63 billion, according
to datareportal (2019).
Both App Annie’s (2019) and SimilarWeb’s (2019) current rankings of e-
commerce players in the country place Shopee at the top, but it’s unclear how
much of the platform’s revenue originates from food transactions. Tiki.vn and
Lazada, which are ranked second and third in both rankings, have a similar
scenario (although they swap places between the lists). Both sites sell a variety
of groceries, but it’s unclear how much these things contribute to either site’s
total profitability.
According to SimilarWeb (2019), online supermarkets Lotte and
BáchHoá XANH each receive over 1 million monthly visits, while Now.vna,
a food delivery service that also sells groceries, receives around 3.5 million
monthly visits. Meanwhile, App Annie lists Lotte’s mobile app among the top
ten shopping apps in Vietnam, which is significant for the country’s online
grocery market. All of these statistics hint to an increasing interest in online
grocery shopping in Vietnam, even if that enthusiasm hasn’t yet translated into
large sales. According to the United Nations, only around a third of the
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country’s population lives in cities, with the remainder of the people being
distributed over rural areas. This demographic dispersion may make scaling
fast delivery across the country more difficult and expensive, which could
have special implications for Vietnam’s online grocery market.
Payments are a key factor in Vietnam, as they are in many of the other
SEA countries in this series, with the country having some of the lowest levels
of credit card adoption in the global economy.
In today’s Vietnam, only about 1 in every 25 adults aged 15 and above
has a credit card, and less than 1 in every 3 has a bank account. People in
Vietnam, meanwhile, have been quicker to use mobile wallets, following a
trend seen in several of the country’s Southeast Asian neighbors. According
to data from GlobalWebIndex3, about 40% of internet users in Vietnam utilize
a mobile payment service on a monthly basis, putting the country ahead of the
global average. According to current trends, Vietnam’s e-commerce market is
expected to grow significantly in the next months. However, given the
country’s small starting point, there is still a long way to go before internet
shopping accounts for a significant portion of total consumer expenditure in
Vietnam. Another research by data reportal (2019) shows the Philippines is
home to more than 69 million internet users, while three quarters of these users
aged between 16 and 64 already shop online.
Despite these high penetration rates, the Philippines’ e-commerce sector
is still modest, according to Statista’s Digital Market Outlook (2019) survey,
which found that the Philippines has the lowest average income per e-
commerce user of any country. In 2018, the average Filipino e-commerce
shopper spent just US$18 on online consumer goods purchases, albeit this
statistic does not include travel-related purchases or digital media spending.
The good news is that the Philippines’ internet economy grew by double digits
in 2018, and eMarketer (2019) believes that the country will have some of the
world’s fastest growth in 2019. Despite having the region’s second-largest
population, the Philippines has the weakest internet economy of the six key
marketplaces in Southeast Asia. According to Statista (2019), Filipinos spent
a total of US$4.7 billion on online purchases in 2018, with US$3.5 billion of
that amount going to online travel purchases. In 2018, online consumer goods
transactions totaled only US$840 million, with gadgets and physical media
accounting for the majority of this total. The Philippines’ digital media sector
is relatively modest, with internet users spending just US$286 million on video
games, video-on-demand services like Netflix, digital music streaming and
3
https://datareportal.com/reports/digital-2019-e-commerce-in-vietnam/.
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downloads, and digital news and magazine subscriptions. Digital music is one
of the most challenging sectors in the Philippines’ online economy, with just
11 percent of the country’s population paying for downloads or streaming
services in 2018, compared to a regional average of 17 percent.
According to Statista (2019), the Philippines’ e-commerce expenditure
grew more slowly than the rest of Southeast Asia in 2018, but it still beat the
global average. Last year, the country’s overall internet spending increased by
16 percent, compared to a regional average of 21% but a global average of
13%. In Statista’s DMO research (2019), the Philippines’ online travel sector
expanded at the slowest rate across the major e-commerce sectors, however it
nevertheless increased by 15% in 2018. The consumer goods industry, on the
other hand, developed at a far greater rate. Overall, online consumer goods
spending increased by 22% year over year, with all sectors except Fashion &
Beauty seeing yearly growth of more than 20%. The Food & Personal Care
category, as demonstrated in this series of studies on e-commerce in Southeast
Asia, witnessed the highest growth in the Philippines last year, with online
grocery spending rising by 29% compared to 2017.
It’s worth mentioning, though, that eMarketer (2019) has a different view
on e-commerce in the Philippines, expecting 31 percent annual increase in
retail e-commerce sales in 2019. This places the Philippines in third position
on the business’s list of the world’s fastest-growing e-commerce markets this
year, well ahead of the global growth rate of 21% predicted by the company.
IGD Asia, a retail consulting firm, is even more optimistic, predicting that the
Philippines will have the highest online grocery growth of any country in
AsiaPacific between 2017 and 2022. We’ll take a closer look at the category
in a separate part later in this piece, given the constancy of remarkable results
for the country’s online grocery prospects. According to the most recent data
from SimilarWeb and App Annie (2019), Lazada and Shopee lead the
Philippine e-commerce scene, despite the fact that the figures are based on
website visits and mobile app users rather than real revenues. According to
SimilarWeb (2019), between May and July, Lazada’s native Philippines
website received an average of 26.5 million monthly views, compared to 16
million monthly visits for Shopee’s Philippines website over the same period.
Amazon does well in the Philippines, with its worldwide/US app ranking
fourth in the country’s mobile shopping app rankings and third in the country’s
transactional website rankings. Filipinos’ buying habits, on the other hand,
tend to vary significantly depending on the gadget they’re using. Fashion is a
prominent choice for mobile consumers, according to App Annie’s assessment
of the country’s top shopping applications, with regional fashion portal Zalora
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ranking as the third most-used app in the Philippines during the first three
months of 2019. (App Annie, 2019). Beauty is another popular sector among
mobile consumers, with both local platform BeautyMNL and worldwide giant
Sephora placing among the top 10 mobile shopping apps in the country.
However, none of these fashion or beauty businesses make the top ten of
SimilarWeb’s ranking of the country’s biggest transactional websites, which
offers a slightly different tale. Instead, when it comes to web-based e-
commerce in the Philippines, electronics appear to be king, with Microsoft and
Samsung’s sites ranking among the top transactional websites. It’s also worth
noting that Scribd.com is included in SimilarWeb’s list of top transactional
websites (SimilarWeb, 2019). The market for paid digital content in the
Philippines is still modest, but the existence of an e-book platform among the
country’s top sites implies that there is no shortage of demand for digital
content.
Food and personal care products make for the smallest share of online
consumer goods spend in the Philippines, with the country’s online grocery
industry valued at just US$127 million in 2018. This follows a trend we’ve
seen in other Southeast Asian countries in this series. That means that online
grocery only contributed for 0.2 percent of the country’s entire grocery market
(online and offline) in 2018, which was valued at US$53 billion by IGD Asia.
However, in the Philippines, online food shopping is gaining traction, with
Statista reporting that the country’s online grocery sector is among the fastest-
growing in the world.
The Philippines is expected to have the greatest growth in online grocery
spending in APAC over the next five years, with a CAGR of about 150 percent
between 2017 and 2022, according to the business. Despite these promising
developments, IGD projects that by 2022, internet shopping will only account
for 1% of total food spending in the Philippines. Lazada and Shopee dominate
the Philippine e-commerce market, and with both platforms offering grocery
items, both companies are likely to have a significant part of the country’s
online grocery spend. However, according to statistics from SimilarWeb,
online grocery delivery services have struggled to acquire traction in the
Philippines. According to the newest data, only one grocery-focused website,
Honestbee, received over 100,000 monthly visitors in the Philippines between
May and July 2019, with some of the country’s biggest brands still battling to
reach 50,000 monthly visits (SimilarWeb, 2019).
Many of the same infrastructural obstacles faced the Philippines as
Indonesia, and it’s likely that these issues have hampered the country’s e-
commerce growth to date, particularly in the food industry. Geography is a
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very difficult subject. The Philippines has almost 2,000 inhabited islands,
making it impossible for any online food store to provide a statewide service.
Furthermore, distributing fresh fruit across the country’s varied and often
tough terrain, particularly in the tropical climate, is no easy undertaking.
Payments may also be a major impediment to e-commerce growth in the
Philippines, where the World Bank estimates that only one in every 50
Filipinos holds a credit card. Credit card penetration is significantly lower
among women, at only 1.4 percent, or one woman in every 70. This is
especially important in the grocery industry. In 2017, the Philippines has one
of the lowest rates of bank account ownership among the world’s top
economies, with only one out of every three Filipinos having a bank account.
In the Philippines, however, mobile payments are more popular, with
GlobalWebIndex claiming that 4 out of 10 internet users utilize a mobile
wallet service. With research from GlobalWebIndex indicating that Filipinos
are becoming more comfortable making purchases online, e-commerce
spending in the Philippines is expected to expand steadily in the coming years.
However, logistical issues will continue to stifle growth, and given the
Philippines’ current small internet industry, it may be years before e-
commerce accounts for a significant portion of the country’s overall retail
spend4.
The next country is Malaysia, which has over 26 million internet users
and is continually growing, and statistics from GlobalWebIndex5 shows that
80% of users aged 16 to 64 are already shopping online in the Philippines.
Malaysians spend far more on online purchases than many of their Southeast
Asian neighbors, yet the country’s average e-commerce revenue per user
(ARPU) is still less than a quarter of the global average. Malaysians’ e-
commerce spending increased by 24% last year, and with the country’s
government making the growth of the online economy a national priority,
online shopping is anticipated to continue to rise strongly in the future years.
According to Statista’s Digital Market Outlook report, Malaysians spent more
than US$6 billion online in 2018, with consumer goods sales already
outnumbering travel spending. In 2018, the online consumer products
category in Malaysia was worth US$3.1 billion, accounting for 51% of overall
e-commerce spending. Electronic purchases contributed the most to overall
consumer goods consumption, accounting for 27% of total spending. Fashion
and beauty products were not far behind, accounting for a quarter of the overall
4
https://datareportal.com/reports/digital-2019-e-commerce-in-the-philippines/.
5
https://datareportal.com/reports/digital-2019-e-commerce-in-the-philippines/.
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online consumer goods industry with yearly spending of US$771 million.

However, in 2018, the average Malaysian e-commerce buyer spent only $159
on online consumer goods transactions, compared to a global average of $634.
However, travel purchases remain a significant part of Malaysia’s online
economy, with internet users spending more than US$2.7 billion on online
travel purchases in 2018, according to Statista (2019).
In Malaysia, however, the market for digital material remains tiny, as it is
in other Southeast Asian countries. Malaysians spent $236 million on video
games, digital music, video on demand services (such as Netflix), and digital
news and periodicals in the previous year. Although Malaysians are the second
largest per capita spenders on digital music in the region, after Singapore,
digital music accounted for only $30 million of that total. It’s also worth noting
that Scribd.com ranks among Malaysia’s top 10 transactional websites by total
monthly visits on SimilarWeb, implying that the country’s internet users are
already accustomed to consuming digital content (SimilarWeb, 2019).
Overall, Malaysia’s e-commerce business is thriving, with Statista (2019)
statistics indicating that total spending across all sectors increased by 24% last
year. The travel industry expanded by a more moderate 18 percent, but it was
still enough to add $400 million to spending in comparison to 2017. Despite
accounting for more than half of the country’s e-commerce business, the
online consumer products market developed at a significantly faster rate.
Clothing, electronics, toys, furniture, and food all saw a 30 percent increase in
online sales in 2018, totaling more than US$730 million more than in 2017.
Within the consumer products category, every industry increased by at least
25% year over year, with three sectors increasing by more than 30% in just a
year. The country’s online grocery business is expanding the fastest, mirroring
a trend we’ve seen across Southeast Asia, with yearly purchase value jumping
by an astonishing 39 percent in 2018. Malaysia is ranked second in Statista’s
ranking of the world’s fastest growing grocery markets in 2018, with only
Singapore showing a bigger year-on-year gain.
This isn’t only excellent news for online grocers in the country. Food and
personal care goods are among the most often purchased items, and as a
growing percentage of this activity moves online, buyers are becoming more
comfortable with the process. This increasing familiarity should promote
higher confidence in online purchasing as a whole, which might lead to
increased e-commerce activity across all categories if these regular grocery
experiences continue favorable. Given the potential importance of the grocery
category for Malaysia’s e-commerce business as a whole, it’s worth digging
more into the country’s online grocery market.
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Malaysians spent $483 million on online grocery shopping in 2018, up

$135 million from the previous year. In 2018, online shopping contributed for
2.3 percent of Malaysia’s overall grocery market of US$21 billion (factoring
both online and offline sales). According to eMarketer (2019), this could
indicate that Malaysia is already ahead of the United States in terms of moving
grocery spending online. However, research firm IGD anticipates that in 2022,
online shopping will account for nearly the same percentage of total grocery
spending in Malaysia, indicating that there are still considerable discrepancies
in estimations and forecasts for the value of the online grocery market in
Malaysia. Despite these inconsistencies, the general picture appears to be
consistent: Malaysia’s online grocery spending will continue to expand
rapidly in the coming years. According to IGD Asia, the value of online sales
would climb at a CAGR of more than 60% between 2017 and 2022, compared
to a CAGR of 4.1 percent for the grocery market as a whole between 2018 and
2023.
Malaysia’s internet economy is diverse, with local, regional, and
international brands. Shopee and Lazada dominate the general e-commerce
market in Malaysia, mirroring a pattern we’ve observed in other Southeast
Asian countries. According to SimilarWeb data, Shopee’s Malaysian site is
the most popular in terms of overall monthly traffic, with an average of more
than 22 million visits each month (SimilarWeb, 2019). However, Lazada isn’t
far behind Shopee in the SimilarWeb rankings, with an average of 21 million
monthly visitors to the company’s local Malaysian website between May and
July 2019. In App Annie’s rating of Malaysia’s top mobile shopping
applications for 2019, the story is reversed, with Lazada garnering more active
users than Shopee in the first three months of 2019.
Furthermore, considering that Malaysian internet users are substantially
more likely to purchase via a mobile device than a PC (62 percent vs. 37
percent), the mobile app rankings may be more indicative.
It’s worth noting that Taobao’s mobile app does particularly well in
Malaysia, implying that Malaysians who understand Mandarin are passionate
online buyers. Korean items, on the other hand, appear to be popular in
Malaysia, with 11Street’s mobile app rating fourth on App Annie (AppAnnie,
2019). The Fashion & Beauty category is also a popular choice among
Malaysian mobile consumers, with prominent regional fashion site Zalora
ranking in the top ten on App Annie. Malaysian online buyers, on the other
hand, have some distinct interests and habits. Samsung is ranked third in
SimilarWeb’s website rankings, yet it’s unknown what percentage of visitors
to the site actually buy something (as opposed to merely looking for product
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information and company news). Microsoft.com is also among Malaysia’s top

ten e-commerce sites, confirming the fact that electronics account for the
majority of the country’s online consumer goods purchasing. Mudah.my, a
local marketplace, is also a Malaysian favorite, with SimilarWeb indicating
that the site received over 10 million monthly views between May and July
2019. Travel websites are also a popular online destination in Malaysia, with
AirAsia.com and Agoda.com being among the country’s top ten most-visited
websites according to SimilarWeb. Taobao and Amazon both rank in the top
10 on SimilarWeb’s list of international shopping platforms (SimilarWeb,
2019).
Although Shopee and Lazada dominate Malaysia’s e-commerce market,
it’s unclear how much of each company’s revenue is attributed to grocery
purchases. When compared to other specialized grocery players in the country,
Tesco’s website receives the most monthly views, although data from
SimilarWeb reveals that the site’s traffic is still rather low, with fewer than
half a million visits per month (SimilarWeb, 2019). Compatriots in the brick-
and-mortar world Jaya Grocer and Mydin also have a moderate internet
presence, with each brand’s website receiving over 100,000 monthly hits.
However, given that approximately 20 million Malaysians already buy
consumer items online, these traffic numbers appear to be relatively low,
especially given the average frequency of food purchases, according to Statista
(Statista, 2019).
It’s also worth noting that a number of Malaysia’s biggest brick-and-
mortar companies still don’t offer dedicated online shopping in the nation,
instead opting to collaborate with HappyFresh to transport things from their
physical stores to customers’ homes. Indeed, the websites of two of the
country’s largest grocery chains, Cold Storage and Giant, both link potential
customers to HappyFresh’s website. In recent months, a number of specialty
online grocers have entered the Malaysian market, offering organic products
among other things. Some of these sites have already found traction, with data
from SimilarWeb indicating that one of them, Signature Market, receives over
100,000 monthly visits on average (SimilarWeb, 2019).
Malaysia’s e-commerce growth will be particularly high in the following
years, according to eMarekter’s (2019) estimate that the country would be
among the top five fastest growing e-commerce markets in 2020. There are
also more impediments to e-commerce growth in Malaysia than in many other
Southeast Asian countries, however with the Malaysian government declaring
the e-commerce sector a national priority, the country’s future e-commerce
prospects appear promising. The last country in SEA to be analysed is
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Singapore. Almost 5 million people in Singapore use the internet today, it is

85 percent of the total population of Singapore and almost three quarters of
users are between 16 to 646.
In 2018, Singaporean e-commerce customers spent an average of more
than US$1,000 on online consumer goods purchases, well exceeding the
global average of US$634. The e-commerce industry in Singapore is also
booming, with total online spending increasing by more than 20% last year.
According to Statista (2019), Singaporeans spent about US$8 billion
online in 2018, amounting to a per-capita spend of more than US$1,300,
nearly four times the global average. The majority of Singaporeans’ online
purchases are for consumer items. In 2018, consumers in the country spent
more than US$4.1 billion on clothing, electronics, groceries, furniture, and
toys, accounting for 52 percent of total online spending. Electronics &
Physical Media narrowly beat out Fashion & Beauty for the largest proportion
of the consumer goods market. Food and personal care items accounted for
the smallest share of consumer goods spending, but that is expected to change
in the following months, as we’ll see below. Aside from consumer items,
travel purchases account for 46% of Singapore’s online economy, with total
spending exceeding US$3.6 billion in 2018. Despite spending only US$26
million on digital music last year, Singapore has the largest per capita spend
of any Southeast Asian country, with the average music shopper in the city
state spending more than $14 on downloads and music streaming services.
Singapore’s online economy rose by 21% in 2018, with growth varying
significantly across different areas of the country’s online economy. Travel
grew the slowest, with internet sales increasing by less than 8% over 2017.
Consumer goods purchases, on the other hand, had a very different narrative,
with the industry as a whole up 35 percent. Despite consumer products
accounting for more than half of Singapore’s total online spend, the highest
increase of any country in Southeast Asia. Every sub-category in the consumer
goods sector showed a 30 percent growth, with two exceptions: Toys,
Hobbies, and DIY and Food & Personal Care. It grew at a rate of more than
40%. The latter is noteworthy in that Singapore’s online grocery business is
developing at a higher rate than any other country on the planet. According to
Statista (2019), online purchases of food and personal care products in
Singapore increased by 47 percent in 2018, more than three times the global
average of 15% growth.
6
https://datareportal.com/reports/ digital-2019-e-commerce-in-singapore/.
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Singapore’s online consumers appear to favor various platforms

depending on the device they’re using. Because e-commerce users in the
country are significantly more inclined to shop on their phones than on their
PCs, let’s start with App Annie’s rating of the country’s most popular mobile
shopping apps (AppAnnie, 2019). Both Lazada and Shopee are popular in
Singapore, ranking #1 and third in App Annie’s app rankings, respectively.
Qoo10, another Singapore-based e-commerce company with strong traction in
the city-state, separates them. Taobao, a Chinese platform, is ranked fourth,
while ezbuy, a Singapore-based platform, is ranked fifth. Singapore’s mobile
shoppers are also fashion-forward, with regional favorite Zalora coming in
sixth and global heavyweight ASOS coming in tenth. It’s also worth noting
that Amazon features twice in the top 10 mobile shopping apps in Singapore.
App Annie ranks the company’s worldwide/US app eighth, while its local,
grocery-focused Amazon Prime Now app ranks ninth. The position of
Amazon’s apps on the list is particularly significant. Singaporeans, on the
other hand, tend to have diverse preferences when it comes to online buying.
Singapore is the only country in Southeast Asia where a local platform does
not rank first in SimilarWeb’s top transactional websites ranking. Despite the
fact that Singapore is home to the region’s two major e-commerce businesses,
Lazada and Shopee, worldwide behemoth Amazon topped the list of sites
generating the most web traffic. Lazada is ranked second in SimilarWeb’s
rankings, with its Singapore-specific site generating an average of more than
7.6 million monthly visits. Qoo10 is in third place in the rankings, but it is
only a hair behind Lazada with 7.4 million monthly website views. According
to SimilarWeb’s data, local social commerce network Carousell ranks fourth,
accounting for about one-third of the platform’s total global traffic.
Microsoft.com, Apple.com, and Samsung.com all make the top 10
transactional websites in Singapore, though it’s unknown how many of these
sites’ users actually buy stuff from them. Both Taobao and AliExpress are
among the top 10 most-visited transactional websites in Singapore, indicating
that Chinese e-commerce platforms are gaining traction. Surprisingly, Shopee
only ranks ninth in SimilarWeb’s website rankings, implying that the
platform’s users prefer its mobile app to its website (SimilarWeb, 2019).
Because online grocery retail is growing so swiftly in Singapore it’s
interesting looking at the market’s major players. Both Lazada and Shopee are
likely to have a significant portion of Singapore’s online grocery market, but
it’s unknown how much of each platform’s entire revenue comes from food.
However, Amazon’s local, grocery-focused app, Prime Now, is among the top
10 mobile shopping applications in the country, indicating that the sector is
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obviously gaining traction. Fairprice ranks first among traditional grocery

merchants in terms of online success as evaluated by website traffic, according
to SimilarWeb. Between May and July 2018, the brick-and-mortar
supermarket company received an average of 1.3 million monthly website
visits, approximately five times more than its closest competitor, Cold
Storage. These figures, however, show that Singapore has a long way to go
before online grocery buying becomes commonplace. To put things in
perspective, more than 3.5 million Singaporeans already shop online, and with
the majority of people buying groceries at least once every two weeks (via any
channel), the numbers suggest that only a small percentage of the country’s e-
commerce users have embraced regular online grocery shopping. This could
be due to the fact that Singaporeans are rarely more than a few minutes away
from a physical grocery or convenience store, meaning that internet shopping
does not yet provide the same convenience as it does in nations such as the
United States. This could be one of the reasons why Honestbee, Singapore’s
top grocery retailer, is still struggling, and why Amazon’s Prime Now service
hasn’t garnered the traction that many analysts projected prior to the US
giant’s debut in the city-state. However, the significant rise seen in Statista’s
data indicates that online groceries will grow rapidly in Singapore in the future
years (Statista, 2019). Statista’s statistics isn’t the only thing that points to a
bright future. Singaporeans have embraced online grocery shopping more
swiftly than their Southeast-Asian neighbors, according to a 2018 survey by
IGD Research (2019), and the business predicts that e-commerce will account
for around 8% of Singapore’s entire food industry by 2022. IGD Asia, on the
other hand, is less optimistic about annual growth than Statista, projecting a
compound annual growth rate (CAGR) of 25% in Singapore’s online grocery
sector between 2017 and 2022. However, this is still much quicker growth
than the 17 to 18 percent predicted by eMarketer for the United States over the
same time period, so e-commerce businesses have cause to be hopeful about
the future of online groceries in Singapore.
There’s plenty of data to suggest that e-commerce has a bright future in
Singapore, given the country’s strong e-commerce adoption and the fact that
total sales value is currently expanding at a rate of more than 20% per year.
The main drawback may be Singapore’s small size, but this presents a unique
opportunity for e-commerce operators, as it serves as a perfect test bed for new
e-commerce efforts that can then be extended out across Southeast Asia and
beyond.
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Conclusion
Southeast Asia has emerged as a strategic e-commerce marketplace. Which

offers opportunity not only to the local entrepreneurs, but also the global
players. Indonesia’s contributes up to 50% of all transactions in the SEA
region. The most internet users, the pattern of society in shopping, the level of
consumptiveness of the people and the amount of time spent surfing in the
digital world are the largest. Followed by a country that is famous for its
cosmetic and fashion products, namely Thailand. Next with a smaller
percentage, namely Vietnam Philippines Malaysia Singapore. The E-
Commerce that has the most market share in the six SEA countries is Shopee
because Shopee has a strategic position in the SEA state compared to other E-
Commerce such as amazon, etc. The SEA community is more likely to choose
a shopping platform based in their area because it is considered more
profitable for both consumers and sellers.
References
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26th, 2022.
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26th, 2022.
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26th, 2022.
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e-commerce-in-vietnam. Retrieved on Saturday, February 26th, 2022.
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Eka, R., 2019. Indonesia’s Digital Economy is now at $40 Billion, E-commerce as the
Biggest Participant, An observation to the “e-Conomy SEA 2019” report by Google,
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13(2), 190-205.
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Chapter 7
Futuristic Scope of E-Agribusiness

in the Indian Market: A Paradigm Shift
Manisha Mani1,* and Manasvi Singh2
1Haryana School of Business, Guru Jambheshwar,
University of Science & Technology, Hisar, India
2
WSP India, Gurugram, India
Abstract
Agriculture has already paved its way towards a paradigm shift with the
induced agri-business platforms, which ultimately transforms agriculture
into Agri businesses. There has been noteworthy adoption history as well
with regard to the quick assimilation of novel technologies specifically
cost-efficient technologies. Considering the highly fragmented supply
chain in agriculture, bulky volume trading, homogeneity in production,
agriculture and its related business activities can be a great prospect for
the e-commerce business platform in near future. The Internet has highly
impacted the lives of people by introduction of cost-efficient
technologies and also expanding the market manifolds. This chapter is an
attempt to understand the futuristic scope of the e-agribusinesses in India
and how e-commerce platform’s scope, prospects & challenges can be
addressed for Agri businesses in India, as it’s still in its infancy stage for
agriculture and allied sectors.
Keywords: e-agriculture, futuristic agribusiness, e-commerce in agriculture,

e-business and e-marketing
*

ISBN: 979-8-88697-335-8
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138 Manisha Mani and Manasvi Singh
Introduction
The success pertaining to the internet transformation in the country is

imperative from the examples in all the sectors of the economy, be it banking,
hospitality, tourism, recreation & leisure and what not and this as a whole has
impacted socio-economic scene in India (Mittal & Kumar, 2018; Lata &
Kumar, 2021a). This is also evident and an undeniable fact the number of users
of internet has grown millions as compared to the number of users from the
last decade, making India the second largest market of internet users of even
more than 658 million.
India has been a market leader when it comes to agriculture produce and
now the gradual shift of agriculture into agri-business has been a proven ladder
for the futuristic technologies to target this particular sector (Gupta et al.,
2019). The Asian Development Bank (ADB) has also forecasted India's GDP
growth to moderate to 7.5% in 2022-23 despite of all the situations created
due to post-pandemic era and the geo-political turbulences globally. The
dependence on internet, social media platforms, the dot com market
inducement, the digital inclusion of almost half of the population has made a
huge market for all the businesses whose verticals are majorly reliant on e-
business (Lata & Kumar, 2021c). Even today, with almost two-third
population directly or indirectly dependent on agriculture & allied sectors, the
production efficiencies of the produce pertaining to agriculture needs to be
strengthened and improved multifold, considering the ever-rising population
growth of the country. The intensifying need of vivacious, vigorous and
ingenious approach, for achieving this needed growth, can be solved by
putting efforts, more or less dependent upon development of new
technologies, which might be a section of the new innovations in the IT,
Internet and Advanced technologies of business (Zhu et al., 2021; Lata &
Kumar, 2021b).
The Central and state governments are also forming & planning a number
of strategies to reinforce the advancement and transformation of existing
technologies in order to produce more with the given resources and time, so
that future market-oriented policies can be induced so that agriculture
commercialization can be promoted and allowed to bloom, for an upgraded
economic growth (Zeng et al., 2017). Few of the aforesaid policies include:
1. Infotainment websites to make know-how related to agriculture &

allied sectors to masses and make these easily accessible packed with
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Futuristic Scope of E-Agribusiness in the Indian Market 139
the entire database related to sowing, growing, harvesting and storing

various agriculture commodities.
2. The integrated network of the meteorological departments starting
from the block level, to district, to clusters, to states and to central
(national) level through inducement of websites and apps, describing
usage of this weather information, soil conditions needed by farmers.
3. The publishing of information related to daily, average, monthly,
yearly prices of certain Agri commodities, including the import-
export prices as well, on portals, apps & other platforms.
4. Gyan-Choupals program to support rural farm-force for
dissemination of timely information and knowledge with the farmers.
5. Networking through various social media platforms between the
stakeholders of the sector.
The direct effect of these strategies is the capability of the agricultural

stakeholders to interact, gather, examine and use this information to
comprehend market indications and retort to it appropriately. Initial step is to
extemporize the available information system in all its diverse chapters that is
from the gathering of product price in numerous crucial market places,
examining the information that is expected and finally diffusion of the
information to farmers. The second step is the precise application of the
offered price information on marketplace so that there will be a better-quality
manufacture choice and intellectual selling on produce (Sinha et al., 2018).
A cumulative number of agribusinesses are beholding the Social Media
platform including Internet as a marketing, service, management and direction
instrument. As a commercial instrument, the new technologies have proven to
be a high-prospect concept for several entities and companies. Online
Presence has become imperative and now is treated as a necessity not leisure
(Kumar & Ayodeji, 2021; Lata & Gupta, 2020). Objectives are communicated
as harvesting more customers, enlargement of public cognizance of the
products, promoting tactical or policy-related spots, and vending more goods.
The actual dimension of e-Business can be puzzling, as both the players’ side
of the market may observe many hindrances to efficacious e-Businesses, e-
Marketing, or e-Commerce (Bharadwaj et al., 2007). In order to magnificently
nurture the online bazaar segment, companies are bound to project marketing
tactics unambiguously for the dot com marketplace (Mittal & Kumar, 2022).
Historical evidence specifies building new market models based on swiftly
shifting know-hows is not anything new. Consequently, the determination is
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to associate traditional business and E-Business models along with assimilated

policies based on the existing writings and industry deliberations.
Presently, maximum of the elements of e-Agribusiness have been around
in preparation for years, making its existence a rare but effective
implementation in the framework of swift technological modification with the
terms like e-Business, e-Marketing, e-Commerce and e-Agribusiness are
subsets of e-Business (Rao, 2003).
Proven Market Development Approaches Being Followed

in E-Agribusiness
This is an undeniable fact that in the agriculture and allied sectors scenario,
the E-Commerce business is yet to create a significant impact, though the dot
com era has greatly and visibly impacted and empowered the Global business
supply chain, fostering a network of sellers and buyers all over the world, in
just a few clicks over a few seconds (Kumar & Ayodeji, 2020). Now is the
time, when anyone wants to buy anything from anywhere in the world, they
can buy it, all thanks to the magic created by the e-business platforms, the
Search Engine Optimization, the social media recommendations and the
global digital marketplace (Kumar et al., 2020). The following are the
instances of such impact:
• The big Sharks of e-commerce getting into grocery market: The world
leaders of e-commerce including Amazon, Alibaba, Flipkart,
Walmart etc, have now introduced their own e-grocery delivery
service throughout the world like AmazonFresh along with some
Indian players in the market like BigBasket, Grofers, JioMart, etc.
Amazon has acquired whole foods and Alibaba is launching hema
supermarkets in China to enhance their impact in online grocery
Marketplace (Montealegre et al., 2007; Kumar et al., 2020).
• The infusion of Offline to Online: A number of e-commerce Giants,
who were not willing to go online pre-pandemic era, have now made
their online business verticals as one of the crucial pillars of their
businesses. Many supermarkets have or are in the plan to launch their
own e-delivery services including EasyDay in small cities in India.
The traditional brick and mortar retailers are also launching there
multi-channel business supply chains, considering this as a great
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investment for the growth of their businesses (Wei et al., 2020).The

offline grocery stores are also promoting the e-membership to offer
pickup and drop services for their regular clients.
• The emergence of only online e- agribusiness: There has been a
tremendous growth in the development of applications and IoT based
agribusinesses in the last 3 years, undoubtedly (Lata & Kumar,
2021b). The power of the internet has empowered the existence of
and the sustenance of only online Agri-Businesses.
• A New startup Era: We are witnessing quite a business transformation
era in terms of the unprecedented growth of the startups in agri
businesses specifically focused with online verticals. The state and
the central governments have been launching a numerous policies in
order to strengthen and support such startups post covid era,
especially boosting the e-marketplace in agribusiness (Lata & Gupta,
2020).
Evolution and Need for E-Business in Agribusiness Sector
The e-Commerce sector has seen unparalleled development since the last
decade and the evolution of the e-business has been due to the adoption led by
the increasing use of devices such as smartphones and tablets, and access to
the internet, parallel e-business verticals, no-touch technologies in sale and
purchase of products. The following are the major implications and
repercussions that show the presence and evolution of e-agribusiness
marketplace in India:
• Mobile operators adding value to Agri e-businesses

Mobile operators have been playing a dominant role in the evolving
Agri e-commerce space, starting from the foundational level, ranging
to increasingly facilitating digital payments (Kumar & Saurah, 2020).
Apart from this, the mobile operators also leverage other key assets,
such as APIs, investment capital along with divergent supply chain
models, leading to the intensification of their footprint in the sector.
As mobile operators are progressively partaking in both agriculture
and e-commerce segments – by initiation of their own produces and
also in collaborative spaces– the developing prospects in Agri e-
commerce is a crucial premeditated deliberation. The amalgamation
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of operator-led mobile currency services into Agri e-commerce

platforms is enhancing mobile money acceptance and practice by
meeting the demand for digital expenses. Mobile operators’ balance
and present associations with clientele could oblige as a platform to
inflate services more rapidly for Agri e-commerce corporates and
businesses. Also, the Agri e-business can bring profits to operators’
core services through rural populace through amended customer
gaining and maintenance.
• Aligning of the Stakeholders to satisfy the Agri e-commerce prospects
Agri e-commerce is at a very nascent stage of growth, especially in
developing areas of the country; still the marketable prospects and
potential social impact are noteworthy. Besides, the state
governments and area-specific investors can also tap into this
opportunity to get-up-and-go with the growth in the agriculture &
allied sectors in order for the betterment of the farmers’ livelihoods.
The expansion of the Agri e-business ecology needs support of the
government ministries and regulators to institute a supporting
regulatory atmosphere. Government ministries can promote and
upkeep Agri e-businesses by providing information on native farming
areas and conducting events to elevate farmer awareness of Agri e-
commerce opportunities. The investors and support system including
business incubation centers also have a vital part to play in Agri e-
commerce businesses with sustainable competitive lead and
probability to upscale, by apprehending local marketplace& its
undercurrents as well as the level of growth of the main Agri e-
business enablers.
• Adaptable E-Agri business models as a market-fit
There is an urgent need to introduce newer, novel and sustainable e
Business models in the Agri e-marketplace. There are numerous
operational functions related to any business model, specifically in
the context of e-agribusiness scenario in India, considering the vivid
local markets in the sector. There are some other factors as well which
affect the of model for a particular market vis a vis agribusiness and
allied sectors for instance the kind of product, the clientele, demand
driven economy or not, objectives of the business etc. There can be
five levels where these Business models can be clubbed and
bifurcated, from one being the least integrated functional level and 5
being the most integrated functional level (Zeng et al., 2017). The
businesses where assets are lighter tended to be less capital-intensive
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as compared to the where assets are heavy, as they may require more
capital intensity. In the context of developing marketplaces, the less
capital-intensive businesses have quite noteworthy prospects for
farmers and the customers, whereas more capital-intensive businesses
tend to empower the Agri e-business Marketplace with respect to
better control over significant essentials of their services like quality
of the product, design and packaging, customer experience and
farmer awareness.
• Exemplary Move: Traditional agriculture supply chain to Agri e-
supply chain ecosystem
The existing traditional agriculture value chain has been functional
since a very long time, where the farmers sell their produce to the
middlemen, which in turn, has to go through numerous intermediaries
before landing with the final consumer, thus leaving a very low
margin for the farmers. Whereas, the idea behind inducing the novel
Agri e-business ecosystem is to streamline the whole supply chain
system of the traditional agriculture and to minimize the inadequacies
and incompetence of the scattered supply chain system, it is
imperative that this new way of business has been very profitable for
the farmers wherever it has been introduced, as the farmer is directly
connected to the end consumer with multitude of platforms to sell his
produce including not just the final consumers but retailers,
restaurants etc. (Wei et al., 2020).
Benefits of Agri E-Commerce
The aforesaid revamping of the supply chain in agriculture and allied sectors
is the need of the hour with tapping of huge potential of unparalleled yet
promising sources of benefits including:
Lesser Wastage
This also goes hand and hand with the United Nation sustainability
development goals (SDGs) as it is evident from the fact stated by FAO that
one third of the world food produce, gets wasted due to several reasons;
majorly on account of post-harvest losses. The online platform may serve as a
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powerful tool for the farmers as they will not have to wait or choose while
accepting low prices for their produce as now, they have better alternatives
and higher paying markets and clients for their produce, does reducing the
possibility of maximum post-harvest losses.
Improved Lifestyles due to Rise in Income
As evident from the places that have already adopted the e-Agri business
models, there is an enhanced chance of procuring fair prices compared to the
traditional agriculture supply chain system, reducing the existence and power
of the middlemen. This elimination of the intermediate in the supply chain
system will certainly make better and noteworthy changes for the market,
which will in turn enhance the revenue for the farmers as well as other
producers.
The Impact of Financial Inclusion
The introduction of the digital payments' platforms and mobile money

specifically for Agri e-businesses, making the farmers their own bosses with
a digital history of transactions, is not only traceable but also making it sure
for the farmers that they received their due payments in time. This in future
can also lead to new crowd funding platforms era for the farming community
worldwide. So, this financial inclusion will certainly make the farmers the
game changers unlike traditional middlemen in the formal cash transactions,
that are usually delayed.
Enhanced Efficiency and Yield
Once this whole e-marketplace for agribusinesses is well implemented, saving

huge amount of time, money and efforts along with reducing the wastage will
make the farmers think about enhancing their own productivity and
investments for their farm. Now the farmers will not just be worried for the
payments for their produce, but will think like businessmen as how to raise
their income with given resources and time and also how to consistently
provide quality produce to the consumers (Eroglu, 2014).
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Beneficial for Other Services
This kind of introduction and implementation of the mobile money and digital
as well as financial inclusion will certainly have greater benefits for other
services of the whole ecosystem including supply chain logistics, applications
and website developers, farmer awareness programs and modules of
government, online businesses platforms, mobile operator businesses, etc.
Futuristic Revenue Models of E-Agri Businesses
There will be no dearth of ideas for introducing as many as new & innovative
revenue models once the country implements the e-Agri Business scenario in
the economy. These new revenue models can be clubbed into 5 sub categories,
which are as follows:
Markup Pricing Model
The most reliable and the most adopted revenue model among e-Agri
businesses would be markup pricing model. Here the producer that is the
farmer just puts a markup for instance, a 10% average markup on its produce
as a margin to the price paid to suppliers. This markup pricing may be
differentiated as for the needs of the farmers depending upon the market that
they are dealing in, the particular agricultural commodity they sell and
sometimes even on the market & weather conditions (Fecke et al., 2018).
Commission Pricing Model
The digital platform being used for conducting/performing a digital payment

transaction, charge the buyers or sellers depending upon the business a small
commission fee ranging from 1-3% on the transaction value, which has been
made free for the farmers to attract massive numbers of farmers on to their
platforms. So, this commission fee is also a good source of revenue for the
Agri E-Commerce business platforms.
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Advertising Pricing Model
Placing the products or links of similar or unrelated products on your digital

platforms or websites or applications can also be a source of revenue for your
business as you can charge the advertised businesses for this kind of
advertisement.
Membership Based Pricing Model
This kind of pricing model is in its nascent stage, but still some players like
Easy Day of Wal-Mart, Reliance fresh are the early adopters of this pricing
model where the companies are offering a membership option for their
consumers specifically focused for groceries, if bought online (Kumar &
Pradhan, 2016). This enables the ease of shopping for the consumers because
when they buy online fresh vegetables and fruits are provided to them with the
same day delivery guarantee and at discounted prices if bought online (Sturiale
et al., 2017).
Insights Monetization Pricing Model
This is also a form of raising revenue by the e-agribusiness, only if allowed in

a region, where these platforms can monetize the insights from their own
user’s data for third parties. Though, this may take a long time to build
sufficient data that can be used to attract third-party companies, still the
companies will only be interested, if one has huge-traffic and footprint on their
websites or applications, but this kind of revenue must be taken very seriously
depending upon existence of stringent legal implications of specific
geographical locations and country specific data-protection legal compliances.
To avoid this, one must abide by the laws of the country they are operating
their businesses in (Lata & Kumar, 2021b).
Challenges
Though the journey of starting an e-business in agriculture and allied sectors
seems easy, still it's not a pathway of roses and tulips, as there are possible
notable risks involved that one must consider:
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Lack of Better Logistics
Agriculture and allied sectors require a well-defined logistics network in order

to make the Agri commodities produced reach the final consumers, well in
time. If there is any issue in this particular sector, no business will sustain and
may have to bear severe losses. So, efficient supply chain, distribution services
and effective logistics network is mandatory as if not managed well, can be a
huge risk (Wei et al., 2020).
Customer Choice and Preferences
Unlike the other products in the market just like electronics or cloths etc.,
which are alike in consistency, if from the same brand, the agricultural
produce, is based entirely on nature and weather conditions, so it is not
necessary that every time the produce will be exactly the same, as it’s a gamble
of nature (Eroglu, 2014). The Agri commodities produced may vary in size,
quality, appearance etc., so some buyers may or may not prefer or accept your
produce.
Highly Perishable Products
Agricultural commodities like fresh vegetables and fruits are highly perishable
in nature so they may deteriorate in quality very fast. So, without proper &
efficient storage and lack of well-equipped transport systems, the whole
produce may go to waste. So, before the produce is finally to be sold to the
market, one must have an integrated supply chain and storage network along
with an already identified market where the buyers may purchase their
produce (Mueller and Rolf, 2000).
Dependence on Middlemen
As the e-agri-businesses in India are in infancy stage, so the number of players

is very less, who can support the entire online business transactions of the
farmers. This means the farmer’s dependence on a few middlemen in
inevitable, so unless a farmer attains or acquires a visible share in the market,
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he still has to rely on these middlemen, which limit the exact sphere of the
benefits, that can be availed by the farmers.
The Cash in Hand or Cash on Delivery Payments
Though the Indian Government has put tremendous policies for the adoption
of maximum population under financial inclusion, still there is a large chunk
of population, that is still dependent upon cash in hand economy. The e-Agri
businesses will have to face this risk due to scarcity of well-acquainted
market/consumers, with the cashless economy and who trust the digital
payment system (Rao, 2003). The fact that the operational costs of the e-Agri
business will certainly enhance if more cash on delivery payments are
accepted, makes it a major risk.
Conclusion
India being an agrarian economy, there is a bright future when it comes to

adoption of these futuristic technologies in agri-business sector, though the
way to achieve perfection in the field is certainly a long way to follow, yet this
will be indeed impactful not just for the agri-business stakeholders, but the
economy as a whole. The whole collaborating value co-creation process, the
favorable opportunities of the Indian marketplace, the adaptable nature of
large Indian consumer base, etc. will serve as a paddling storm in this nascent
yet promising market vertical. Both the Indian and Global market are on the
verge of going glocal, even in e-agribusinesses, in times to come and the early
adopters of the same will be highly benefitted being the first movers in this
space.
References
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commerce in agribusiness in India. Int. Res. J. Manag. Commer., 5, 400–413.
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Bharadwaj, N., Soni, R.G. (2007). E-commerce usage and perception of e-commerce issues
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Agricultural Issue Centre, University of California, No. 14, pp-1-8.
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Chapter 8
Online Consumer Behaviour:

How to Create and Maintain E-Loyalty
M. Domingos
Department of Economics, Management,
Industrial Engineering and Tourism,
University of Aveiro, Aveiro, Portugal
Abstract
Online loyalty was defined in an issue of the Harvard Business Review

as the secret weapon on the web and it is on this secret weapon of human
behaviour that the article focuses. The aim of the chapter is to understand,
based on existing literature, what influences the creation and
maintenance of loyalty in e-commerce. The chapter is a literature review
where 31 articles taken from the Scopus database were analysed. The
main results indicate that e-loyalty is directly influenced by e-trust and e-
satisfaction, which in turn are related to topics such as online brand
community, responsiveness and website design, and security/privacy.
Keywords: e-commerce, e-loyalty, consumer behaviour
Introduction
746.4 million people of which 87% are internet users, 757 billion euros in
online shopping in 2020, clothing and footwear as the most popular product
in 2014, these are some of the numbers that characterise e-commerce on the


ISBN: 979-8-88697-335-8
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152 M. Domingos
European continent (Ecommercenews, 2021). The emergence of e-commerce

dates back to the mid-1970s, in the United States, at the time of requests for
archive requests. In Brazil the first record dates to 1996 and is related to a large
bookstore. It has been more than 40 years since companies around the world
began to take the first step in this adaptation of commerce to the Internet, but
it could be said that only now has the real digital transformation begun
(Dominios.pt, 2021; Sarraf, 2020).
Data from the Smart E-Commerce Report 2021 highlights the growth of
e-commerce. When 10 thousand consumers from some European countries
such as Belgium, Germany and France were surveyed, only 40% of them
intended to make their purchases in a physical shop, thus a reduction of 14%
compared to the pre-pandemic era (UPS, 2021; Freire, 2021).
The pandemic situation associated with the coronavirus disease, also
known by COVID-19, has revolutionised everyone’s lifestyle (Kumar &
Malhotra, 2021; Kumar & Gupta, 2021). All forced to be confined, to change
our routines and with the possibility of leaving home according to the few
exceptions given, consumers felt the need to seek alternatives, and retailers
and brands had to be quick to adopt digital migration measures (Pires, 2020;
Lata & Kumar, 2021a). Online commerce in Portugal has thus grown by
around 80% in little more than a year, the volume of orders in the domestic
market has increased by around 30% and an increase of more than 90% in
entities selling in e-commerce has been recorded (Peralta, 2021).
E-commerce, already the future, has made its mark and promises to stay.
However, the question is raised as to how online sellers will manage to create
and maintain buyer loyalty (Kumar & Pradhan, 2016). The literature has long
supported Philip Kotler in a striking phrase where he says that “winning a new
customer cost between 5 and 7 times more than keeping a current one”
(Stumpf, 2018) which subsequently led to several studies. Data shows us that
a loyal customer spends on average 67% more on products/services than a new
customer and even if a company introduces only 20% loyal customers, they
will be the result of 80% of revenue (Muliki, 2021). A 7% increase in customer
loyalty could mean an increase in lifetime profits per customer by up to 85%.
In addition, a 3% increase in consumer loyalty could lead to up to a 10%
reduction in costs (Silvia, 2020).
Consumer loyalty towards brands and companies is thus a key point for
their profitability and growth, so this chapter’s main objective is to identify
from a systematic literature review what leads to the creation and maintenance
of consumer loyalty in online markets.
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Online Consumer Behaviour 153
Analytical Framework
Literature Review
E-commerce emerges as the combination of traditional business with the

automation provided by the Internet allowing information sharing, conducting
business transactions, and the delivery and sale of goods and/or services
(Kumar et al., 2020; Morrison and Marcotte, 2020). In addition, it also allows
the dissemination of brands, which may be a strategy to reach other consumer
markets, since it combines the communication between the seller and the
consumer (Mu, Lennon, and Liu, 2020).
Customer loyalty is the way in which the customer is willing to interact
with or buy from the same company on an ongoing basis (Muliki, 2021). It
can come in many forms, but in general it is associated with a positive
customer experience with the brand, which in turn increases the likelihood of
repurchase (Kumar & Ayodeji, 2021; Muliki, 2021). E-loyalty is an extension
of the traditional concept of loyalty.
Some of the fatures that seem to create e-loyalty are customer support, on-
time delivery, quality information, privacy policies and shipping values (IGI
GLOBAL, 2021; Lata & Kumar, 2021b). However, it is worth remembering
that the consumer journey to customer loyalty combines several fatures such
as purpose compatibility, values, mission, and purchase experience (Silvia,
2020; Pradhan & Kumar, 2016).
Method
Being the objective of this chapter to identify from a systematic literature

review what leads to the creation and maintenance of consumer loyalty in
online markets, it was followed a qualitative methodology based on articles
taken from the Scopus database. In a search through Scopus a total of 44
articles were obtained, the term “e-commerce” and “e-loyalty” were searched,
limited by the sub-area of Business, Management and Accounting, and Social
Sciences and limited to the keyword “e-loyalty.”
The collected documents were put into an Excel and classified by year of
publication. In that same Excel page, data such as the author, the title, the type
of document, the journal where the publication was made, the keywords, the
abstract, the objectives, the research questions, the variables, the hypotheses,
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154 M. Domingos
the context of application, the theories addressed, the sample, the

methodology, the results obtained and proposed future research were entered.
In some articles it was not possible to complete all the fields, for reasons of
coherence, documentary context or access to it. From these data, it was
possible to screen the articles. After analysis of the articles, of the 44 removed
only 31 were used for analysis.
After this analysis of the documents obtained, a structure for the article
was organised based on the points considered important to address.
Results and Discussion
Brief Descriptive Analysis
The 31 papers analysed are situated in a time span of 19 years, 2002 to 2021.
However, the year 2021 presents the highest relative frequency. Furthermore,
the average per year of articles published in this area is 2 papers (Figure 1).
Figure 1. Number of papers per year.
The papers analysed are present in various journals, with the International
Journal of Internet Marketing and Advertising being the one that stands out
with 3 of the 31 papers analysed, followed by the Service Industries Journal
and by the Decision Support Systems each with 2 papers.
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Content Analysis
The papers present different types of methodologies, which are summarised in

Table 1.
Table 1. Methodologies
Methodologies Authors of the papers
Survey and Kurniawan, Wibowo, Rahayu, Yulianti, Annisa and Riswanto (2021);
questionnaires Farmania, Elsyah and Tuori(2021); Akroush, Zuriekat, Mahadin, Mdanat,
Samawiand Haddad (2021); Ghali(2021); Paștiu, Oncioiu, Gârdan, Maican,
GârdanandMuntean (2020); Buhalis, Parra López and Martinez-
Gonzalez(2020); Hoang and Nguyen(2020); Parra-Lopez, Martínez-gonzález
and Chinea-Martin(2018); Rao and Kothari(2017); Alhijawi and
Douglass(2017); Pereira, Cardoso andDionísio(2017); Fang, Shao and Wen
(2016); Xuelinand Jian (2016); Xiao, Guo, D’Ambra and Fu (2016);
Bressolles, Durrieu and Deans (2015); Yoo, Sanders and Moon (2013);
Fuentes-Blasco, Saura, Berenguer-Contrí and Moliner-Velázquez (2010); Kim,
Jinand Swinney (2009); Kim, Ferrin and Raghav Rao (2009); Cyr (2008); Zha,
Ju and Wang (2006); Srinivasan, Anderson and Ponnavolu (2002).
Literature review Kurniawan, Wibowo, Rahayu, Yulianti, Annisa and Riswanto (2021);
Jayakumar (2016); Krumay, Br and tweiner and Zauner (2011).
Website analysis Kim and Kim (2020); Jayakumar (2016).
Interviews Das, Mishra and Cyr (2019); Kim, Jin and Swinney (2009).
Focusgroup Pereira, Cardoso and Dionísio (2017).
Case study Jayakumar (2016); Afsar, Nasiri and Zadeh (2013).
Experimental Cyr (2008).
task
The main methodology presented was the use of surveys and

questionnaires, which may be related to the fact that there is not much data yet
to understand how the consumer behaves in terms of electronic loyalty to
brands.
Regarding future investigations, the authors of the papers suggest some
paths as the ones in Table 2.
Some of the fields of research referred to in the older literature were
subsequently undertaken, which demonstrates the relevance these would have
to the field.
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156 M. Domingos
Table 2. Future investigations
Authors of the papers Future investigations

Paștiu, Oncioiu, Gârdan, Maican, Extend the research with a more gender-balanced and
Gârdan and Muntean (2020) diverse mix of consumers to understand if the model can be
used in different consumer cultures.
Kim and Kim (2020) To research e-service quality in an omni-channel context and
explore ways of creating excellent online service
experiences.
Buhalis, Parra López and Martinez- Inclusion of other internal and external variables, deepen the
Gonzalez (2020) relationship between purchase intention and loyalty.
Hoang and Nguyen(2020) Investigate the relationship between perceived CSR and the
five full dimensions.
Das, Mishra and Cyr (2019) Carry out this study in other countries.
Faraoni, Rialti, Zollo and Pellicelli Larger sample.
(2019)
Parra-Lopez, Martínez- Include other variables in the formation of e-loyalty.
gonzálezandChinea-Martin (2018)
Pereira, Cardoso and Dionísio Extend the sample and scope. Compare customer behaviour
(2017) in online and offline contexts.
Fang, Shao and Wen(2016) Cross-cultural comparison research.
Bressolles, Durrieuand Deans Replicate the study in other industries.
(2015)
Fuentes-Blasco, Saura, Berenguer- To examine the process of perceived value formation and its
ContríandMoliner-Velázquez influence on loyalty.
(2010)
Kim, Jinand Swinney(2009) Study some product categories and/or compare different
categories.
Kim, Ferrin and Raghav Rao (2009) Consider other antecedents of loyalty and examine whether
the dynamics differ for initial versus subsequent purchases.
Cyr (2008) Larger sample of Websites.
Figure 2. Cloud of words.
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Figure 2 corresponds to a cloud of words referring to the first keyword of

each paper used in the study. The size of words varies according to the relative
frequency with which they appear.
From the 31 documents obtained, 31 keywords are identified, of which
“e-commerce” with 10, “e-loyalty” with 4, “customer satisfaction” with 2, and
“B2B e-commerce” with 2. All other keywords appear only once. The size of
words varies according to the relative frequency with which they appear. This
relative frequency allows us to identify some fields directly related to e-loyalty
on e-commerce, such consumer behaviour and customer satisfaction. The
choice of the first keyword of each paper is because researchers usually place
the central themes of the research in descending order, since keywords are
usually placed according to their relevance to the paper.
Discussion
In the July-August 2000 issue of the Harvard Business Review, Reichheld and
SchefterPhil described online loyalty as the secret weapon on the web, which
to be won first companies would have to earn the trust of customers (Reichheld
and Schefter, 2000). This was mostly because they were distance driven
businesses that entailed risk and uncertainty, leading to the customer needing
to trust images and promises, several attributes seem to be relevant in online
shopping, but trust is what governs the web (Reichheld and Schefter, 2000).
This trust often emerges related to customer relationship management
which in turn presents factors that contribute to e-loyalty (Farmania, Elsyah
and Tuori, 2021).
A study developed with 767 active users of the number one e-commerce
company in Indonesia analyzed ten factors that seem to contribute to the value
of e-Customer Relationship Management leading to e-loyalty, these being:
rewards, customization, cultivation, care, online community, choice,
convenience, site security, interactivity, and personalization values (Farmania,
Elsyah and Tuori, 2021). This study concluded that increasing e-Customer
Relationship Management would have a positive impact on e-Loyalty, and out
of the ten factors the four with the highest positive significance analysed are
interactivity, convenience, customization, and choice (Farmania, Elsyah and
Tuori, 2021), which is similar with that observed in a study conducted on
loyalty among online consumers in India, where 5 significant variables
affecting online loyalty are identified, these being choice, community,
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158 M. Domingos
cultivation, convenience, and character (Rao and Kothari, 2017), which is in

line with the study of Zha, Ju and Wang (2006).
These factors end up standing out when talking about e-service quality,
since they can be included in the five dimensions of quality: reliability,
promptness, guarantee, empathy, and tangible aspects (Parasuraman et al.,
1985).
E-service quality and perceived value emerge with a significant positive
effect on consumers’ e-satisfaction and e-trust, with e-satisfaction receiving
the strongest effect (Swaid, 2007; Fuentes-Blasco, Saura, Berenguer-Contrí
and Moliner-Velázquez, 2010; Bressolles, Durrieu and Deans, 2015; Fang,
Shao and Wen, 2016; Akroush et al., 2021; Goutam, Gopalakrishna and
Ganguli, 2021; Ghali, 2021). E-satisfaction, in turn, has a significant positive
effect on e-trust and e-loyalty (Akroush et al., 2021; Goutam, Gopalakrishna
and Ganguli, 2021; Kim and Kim, 2020).
The e-satisfaction and e-trust variables are predicted by convenience,
security and privacy, on the other hand themes such as responsiveness website
design, personalization and customer service present to have influence only
on e-satisfaction which will influence loyalty creation (Kim, Jin and Swinney,
2009; Afsar, Nasiri and Zadeh, 2013; Xiao, Guo, D’Ambra and Fu, 2016;
Pereira, Cardoso and Dionisio, 2017; Alhijawi and Douglass, 2017; Parra-
Lopez, Martínez-González and Chinea-Martin, 2018; Faraoni, Rialti, Zollo
and Pellicelli, 2019; Ghali, 2021; Lata & Kumar, 2021c).
Regarding website design when attractive they help in building lasting
relationships with online consumers (Cyr, 2008; Ghali, 2021; Buhalis, Parra
López and Martinez-Gonzalez, 2020). A study with a sample of 237
respondents who use banking applications daily in Saudi Arabia concludes
that the interactivity of the design of online banking services helped build
customer perceptions of them (Ghali, 2021), not to mention that a study that
examined the influence of website layout concludes that they have a
significant effect on consumers’ purchase decision making (Au-Yong-
Oliveira, Carvalho, Domingos and Vieira, 2020). In addition to this easy
accessibility websites facilitate the consumer’s decision-making process
which in turn leads to the creation or maintenance of e-loyalty, an effect of
perceived satisfaction (Paștiu, Oncioiu, Gârdan, Maican, Gârdan and
Muntean, 2020).
The quality of information, although not very highlighted, emerges as a
tool that increases customer trust and loyalty, because by providing accurate
information about the products/services the customer believes that the retailer
is working for their wellbeing. Which will enhance new purchases, in addition
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to being created a relationship of trust based on the credibility perceived by

the customer and the customer’s expectations are met, which will generate
loyalty (Bressolles, Durrieu and Deans, 2015; Hoang and Nguyen, 2020).
Related to this quality of information, business ethics, another
organisational component, emerges as an influence on customers’ trust, this
perception of ethics will influence their loyalty (Gundlach and Murphy, 1993;
Paine, 2000; Roman, 2003; Hoang and Nguyen, 2020).
With regard to trust, particularly institutional trust, it seems to affect
customers’ e-loyalty (Xiao, Guo, D’Ambra and Fu, 2016). This happens
because the trust in the supplier increases, if we talk about consumers with low
familiarity with online commerce their purchasing behavior will depend on
the institutional trust, because they are more fearful about security and privacy
aspects (Xiao, Guo, D’Ambra and Fu, 2016). However, if they are customers
who have shopped more than once, their trust in online retailers is higher and
they may in some cases choose where to shop based on their previous
demonstrated competence and loyalty to them (Xiao, Guo, D’Ambra and Fu,
2016; Lata & Kumar, 2022).
Studies that have examined the effect of Online Brand Community on E-
loyalty have found positive and significant effects, meaning that the better the
online brand community management the better the e-loyalty obtained
(Kurniawanaet. al., 2021). From the variable online brand community, a
possible contribution to the creation of online loyalty was identified, this being
community engagement which is correlated with the dimension of favouritism
in loyalty (Kurniawanaet. al., 2021). Thus, good management of an online
brand community may prevent customers from switching to another brand.
Previous findings on online flash sales suggest some ironic results. The
reason for this is that as consumers, when we make the decision to buy in these
flash sales, we feel some anxiety given the time constraints and the available
stock, then when functional failures occur on the brands’ websites these cause
disappointment. However, studies point out that when fairness is perceived in
recovering the service that has experienced faults customer satisfaction
increases, which in turn will have a strong effect on e-loyalty (Das, Mishra
and Cyr, 2019). However, these huge discounts do not seem to influence e-
loyalty at all (Jayakumar, 2016), thus raising the question whether it is a good
methodology by companies. Consumers also seem to increase their loyalty
towards a company or brand when it offers offline pick-up and return services,
influencing brand preference loyalty and loyalty under a future price increase
(Swaid, 2007).
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160 M. Domingos
Furthermore, marketers who develop personalized marketing campaigns

increase the e-trust of their websites which in turn leads to an increase in e-
loyalty (Akroush et al., 2021).
Thus, e-loyalty arises by e-trust and e-satisfaction (Akroush et al., 2021),
which is confirmed by authors Goutam, Gopalakrishna and Ganguli (2021),
Ghali (2021), Alhijawi and Douglass (2017), Xiao, Guo and D’Ambra (2010),
Kim, Jin and Swinney (2009), and Kim, Ferrin and Raghav Rao (2009).
Studies that analyze the luxury products buyers suggest the existence of a
gap between offline and online regarding the consumer expectations that will
influence the e-loyalty and e-satisfaction (Kim and Kim, 2020). This is
because consumers of this type of products prioritize the utilitarian aspects of
the online shopping service, basic functions that make this experience more
efficient and convenient increasing e-satisfaction, as well as the
personalization of the service influencing e-loyalty (Kim and Kim, 2020),
which is related to the study of Farmania, Elsyah and Tuori (2021).
Another interesting context to analyse is related to e-commerce in
tourism, especially when analysed in recent years (Kovid & Kumar, 2022).
With the pandemic situation caused by the coronavirus disease (COVID-19),
several digital platforms emerged and/or improved their content in order to
help consumers get to know the attractions of a city or see exhibitions in
museums without having to pack their bags; we are talking about a 60%
growth in demand for this type of content (Orlando, 2021). The trust and
satisfaction felt by the consumer thus emerge as a stronger influence on e-
loyalty than website design and electronic word-of-mouth (Buhalis, Parra
López and Martinez-Gonzalez, 2020). However, perceived trust directly
influences satisfaction and indirectly purchases intention and loyalty
(Srinivasan, Anderson and Ponnavolu, 2002; Buhalis, Parra López and
Martinez-Gonzalez, 2020).
This electronic word-of-mouth can be positively influenced through e-
satisfaction since it has a positive impact on consumer trust and loyalty, being
influenced by the relational quality (Kumar &Bhardwaj, 2018; Yoo, Sanders
and Moon, 2013; Fang, Shao and Wen, 2016; Pereira, Cardoso and Dionísio,
2017), which is an asset for e-commerce. This happens because we are
increasingly facing a digital society in which news or information runs on the
internet very quickly, being both true and false, which in seconds can damage
the brand image of a company and make its revenues fall instantly (Lata &
Kumar, 2022). In addition, as is common knowledge, an unsatisfied customer
passes on their negative experience to an average of 11 people, while a
satisfied customer will pass it on to 3, a difference of more than 50%. Studies
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also show the relevance of providing continuity of new and personalised

information to loyal customers to create a long-term relationship (Pereira,
Cardoso and Dionísio, 2017).
Figure 3. Create and maintain e-loyalty.
Something that seems little talked about in the existing literature is the
impact on loyalty of financial switching and relational switching costs. Studies
conducted by Xuelin and Jian (2016) comes to present a positive relationship
between financial switching costs and positive customer loyalty attitudes, as
well as a positive relationship between the cost of switching programs and
loyalty, and relational switching on consumer loyalty attitude, which may be
related to the fact that these changes are communicated to the customer and
the customer feels part of the process. In addition, the loyal consumer is more
likely to pay more for the service/product (Srinivasan, Anderson and
Ponnavolu, 2002).
Figure 3 presents a scheme that interconnects the concepts present in the
literature and in this discussion of results that lead to the creation and
maintenance of online loyalty.
In short, the creation of e-loyalty seems to be directly related to e-satisfaction
and e-trust. Which means that for a company or brand to achieve consumer
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162 M. Domingos
loyalty it will need to work on these two components through the accessibility
of the website, quality information, the quality of the electronic service, the
security it conveys and the relationship it creates with its consumer?
Another very important point is the positive electronic word of mouth
generated by e-loyalty which will lead to new buyers who may come to gain
loyalty with the brand. Regarding the maintenance of consumer e-loyalty, for
this to be maintained one of the points reported was the importance of
consumers being informed continuously about the products/services, perhaps
because by being informed they feel part of the process.
Conclusion
“For better or worse, the pandemic prompted us to hit the reset button in many
different parts of our lives (Trifonova, 2021). American consumers feel more
adventurous, empowered and bolder, their priorities have changed, and they
are ready to follow their purpose and be happy, and this is where e-commerce
can come in as a tool (Trifonova, 2021).
In an increasingly digital world, where it is easier to have a screen close
to the consumer, brands can and should bet on new formats of content and
communication, the consumer needs it. As this study has shown, the way to
create e-loyalty is related to e-satisfaction and e-trust, this means that our
consumer needs to know that he can trust us, that our information and products
are of quality, that his personal data is safe when using our platforms and that
wherever he is he will be part of our community.
Consumer loyalty is the biggest weapon a brand has at its disposal, it may
not be easy at times to work out how to get to it, but it is worth every step on
the journey.
In future research it would be interesting to analyse in conjunction with a
brand the effects that loyalty produces through positive word of mouth.
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Chapter 9
Smart Tourism as a Sustainable Strategy

for Tourism Development
Ranbir Singh* and Ankush Duhan†

Department of Tourism and Hotel Management,
Central University of Haryana, Mahendergarh, Haryana, India
Abstract
The aim of this article is to analyze smart tourism as a sustainable strategy

for the destination development through the various models of integrated
approach of smartness and sustainability. To attain this objective, an
explorative and qualitative research methodology is used. Different
articles related to smart tourism, sustainable tourism, and sustainability
were reviewed for this study. As a result, some models related to the
integration of smartness & sustainability have been found as well as
different challenges and solutions have identified to attain smartness as
sustainable strategy for destination development. This study will provide
a direction for the destination development in alignment with smart
sustainability and most importantly futuristic e-commerce.
Keywords: smart, sustainable, tourism, smartness, sustainability, destination
Introduction
The tourism sector plays an important role in creating wealth at global and
local levels (Seng, 2012). This sector also provides job and business

†
Corresponding Author’s Email [email protected].

ISBN: 979-8-88697-335-8
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168 Ranbir Singh and Ankush Duhan
opportunities as it is connected with all the components of social and economic

activity of most of the countries (Kontogianni & Alepis, 2020; Lata & Gupta,
2020). In many developed countries, it has its existence as a well-developed
industry in terms of tourism infrastructures and services (Seng, 2012). Due to
its numerous benefits, this industry is responsible for making tourism
destinations highly demanding for all types of tourists (Kontogianni & Alepis,
2020). In the last decade, a new concept for development of smart tourism
destinations from smart cities has attracted the attention of researchers and
tourism planners (González-Reverté, 2019). Ye et al., (2020) presents that
smart tourism is beneficial for all direct and indirect stakeholders. In many
countries like U.S., South Korea and China governments have initiated the
programs for infrastructure development of smart destinations and adoption of
smart tourism technologies (Lata & Kumar, 2021a). China launched
“Guidance to Promote Smart Tourism Development” in 2015. Apart from this,
many reputed organizations of the world have a huge data related to potential
customers. Online companies and destinations are using the visitor movement
data in smart way for marketing (Bhardwaj & Kumar, 2022). Although smart
development for destinations is still at infancy stage but many countries are
trying to implement it in all components of the tourism industry. The accepted
fact is that it will record a remarkable growth in years to come.
González-Reverté, (2019) describes that a tourism destination has become
smart with sustainable economic development, improved quality of life,
increased investment in human resource development, smart tourism
infrastructure, smart technologies, and high level of all stakeholders’
participation in decision-making. Smart tourism is, based on sustainability and
a destination, cannot considered smart if it is not sustainable. The challenges
related to sustainability at destination level can addressed effectively with
development of sustainable tourism.
Sustainability at global level, has been recognized as “development that
meets the needs of the present without compromising the ability of future
generations to meet their own needs” (WCED, 1987; Kumar & Malhotra,
2021). Literature also has focused on the sustainable tourism development
supported by smart tools and applications (Seng, 2012). Bifulco et al., (2016)
explains that the scholars have recommended the application of sustainability
within tourism destinations. The study also advocated sustainable strategies to
build a smart environment for all stakeholders and to replace unsustainable
practices with sustainable ones (Lata & Kumar, 2021b).
Shafiee et al., (2019) besides sustainability, ICT also plays a significant
role in socio-economic development of tourism destinations. In recent years,
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Smart Tourism as a Sustainable Strategy for Tourism Development 169
a number of tourist destinations have indicated that information and

communication technology is supportive for sustainable development (Kumar
& Svensson, 2015). Recently, it has focused on sustainability and smart
tourism as well as on ICT which is a relevant tool for smart processes.
González-Reverté, (2019) suggests that sustainability with suitable strategic
management and smart tourism is beneficial to minimize adverse tourism
impacts and to maximize the positive impacts on economy, society, and
environment. Sustainability must be an integrative concept across all areas of
the tourism sector.
Smart Tourism
Smart tourism is another revolution after the internet in the tourism industry
(Liu & Liu, 2016), and this concept is in trend from last decade (Gretzel,
2018). Smart tourism refers to a type of tourism in which all stakeholders
depend upon the applications and tools of ICT (Ye et al., 2020). Wang et al.,
(2020), defined it from the technological perspective as an advantage arising
from using a range of smart technologies, such as sensors, beacons, mobile
phone apps, radio-frequency identification (RFID), near-field communication
(NFC), smart meters, the Internet-of-Things (IoT), cloud computing,
relational databases, and etc., together form a smart digital ecosystem that
fosters data-driven innovations and supports new business models (Lata &
Kumar, 2021c).
All technological applications and tools used by tourists belong to smart
tourism (Dabeedooal et al., 2019). It helps to fulfill all needs and expectations
of tourists in a better way with well customized products and services as well
it provides an opportunity to industry and management organizations to
customize competitive products and services (Gajdošík, 2018; Lata & Kumar,
2021b). This can also be seen as an interesting model of the future of e-
commerce. Ivars-Baidal et al., (2019)proposed a model in which the
dimensions need to be explored were (1) Governance, (2) Sustainability, (3)
Innovation, (4) Connectivity/Sensoring, (5) Information System and (6) Smart
solution. A systematic approach for managing Smart Tourism Destinations is
also proposed in this model, which includes three levels: “the strategic-
relational, the instrumental and the applied levels.” Wang et al., (2020)
described that the governments, local authorities and private organizations
have already initiated a number of policies and programs related to smart
tourism all over world. Today, smart tourism is attracting the attention of
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tourism providers, policy-makers, destination managers, consultants, IT

developers, statisticians, and researchers working at global level (Gretzel,
2018). The technical services used in it include recommender system used for
suggesting customer’s profile, choice-based tourist attractions, location
tracking system that is used to assess tourist’s behavior, location-based
advertising and tools to provide visiting guidance at the destination.
(Kontogianni & Alepis, 2020). There are the technological components to
provide advantage to smart tourism. The advancement of smart technologies
(cloud & fog computing, use of mobile technologies and social media,
Sensors, GPS and VAR) is responsible for the emerging development of smart
tourism (Singh& Kumar, 2021; Lata & Kumar, 2022a). In this way, smart
tourism depends upon smart technologies (Gajdošík, 2018). It is assumed in
smart tourism that tourists want to use information technology for their
requirements of products and services as well as in their interaction with all
other stakeholders (Gajdošík, 2018). It is important to build such an
environment which can ensure scenario of offering personalized and
customized services with right information at right time through right channel
(Kontogianni & Alepis, 2020; Lata & Gupta, 2020). There has been a
tremendous increase in the number of research concerning smart tourism due
to the integration of ICT with tourism (Femenia-Serra, 2018). Mehraliyev et
al., (2020) stated that the research stream in smart tourism academia has been
initiated by Buhalis and Amaranggana (2013).
Sustainable Tourism and Smart Tourism
According to Kisi, (2019) numerous fields such as agriculture, architecture,

and tourism are using the term ‘sustainable’ to develop themselves. In our
field, the term is used to reduce the adverse impacts and to increase the benefits
at the destinations. The European Commission (EC) has described that tourism
is firmly connected with sustainability and a destination is recognized as an
integration of environment, social and economic dimensions for welfare of
local community. Sustainable development helps to fulfill the present needs
and also to sustain the resources to fulfill the needs of future generation
(Suárez-Eiroa et al., 2019). Sustainability includes responsible and appealing
ways to help in conservative goals (Font & McCabe, 2017). Sustainable
tourism must express the future status of environmental, economic and social
impacts (Lee et al., 2020). Sustainability has become necessary for our
industry in order to increase and sustain the competitiveness of destinations
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but at the same time sustainable development in tourism is not easy, was the
finding of the study (Pivčević et al., 2020). Now it has become essential to
make policies and plans for sustainable tourism development because of the
increasing contribution of tourism to environmental and climate change along
with economic growth (Michael Hall, 2011). Different ways have been
considered for sustainable tourism development at different locations (Kisi,
2019). For example, special interest tourism and alternatives forms of tourism
are key players to promote balanced growth according to the requirements of
local environmental and socio-economic dimensions (Kisi, 2019). Bifulco et
al., (2016) suggests that smart tourism destinations are an innovative and
effective alternative that helps in sustainable development and helps to
facilitate the tourist.
Smart tourism leads with innovation and helps destination development
as well as it plays central role in the sustainable development at destination
level (Shafiee et al., 2019). It has been described (Gretzel et al., 2015) as
“tourism supported by integrated efforts at a destination to collect and
aggregate/harness data derived from physical infrastructure, social
connections, government/organizational sources and human bodies/minds in
combination with the use of advanced technologies to transform that data into
on-site experiences and business value- propositions with a clear focus on
efficiency, sustainability and experience enrichment.” The term smart has
been coined for tourism destinations in order to develop sustainability and to
utilize the resources in sustainable way (Gretzel et al., 2015).
It is considered that the growth of information technology and need for
sustainability are responsible for the origin of smart tourism concept
(Gajdošík, 2018). The integrated platform of smart tourism and sustainability
provides an opportunity to make destinations more competitive (Shafiee et al.,
2019).
Issues and Challenges
Due to the changes in the perception of local people and over-tourism,

management based on the sustainability of destinations has become a hurdle
for all stakeholders. (Kisi, 2019). There are some challenges for sustainability
in tourism like increased energy consumption, environmental pollution and
unplanned urbanization (Kisi, 2019). To use the resources with smart
technologies and to improve the socio-economic and environmental aspects at
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the destination in a sustainable way (Lata & Kumar, 2021c), are the main
challenges for tourism industry (Shafiee et al., 2019).
González-Reverté, (2019) stated that there is a lack of strategic planning
related to development of smart tourism destinations through sustainability
because as on date the performance targets have been not classified and
highlighted, no clear solution for the protection of environmental, socio-
cultural assets. These can affect the success of marketing strategies of tourist
destinations. Some other challenges relating to suitable sustainable planning
are also found prevalent at ground level. The growth of tourism can be
responsible for environmental damage and sociocultural problems as
destinations are facing over-tourism and inclusive tourism issues in terms of
sustainability (Goffi et al., 2019). This situation can challenge existing
carrying capacity and degrade tourist experience, overload infrastructure,
damage nature and threats local culture and heritage (Lee et al., 2020).
Some studies revealed that smartness consists sustainability of destination
but this combination is vague (Perles Ribes & Ivars Baidal, 2018). There can
be confusion regarding the growth of sustainability due to the lack of suitable
sustainable strategy and proper guidelines in smart tourism plans (González-
Reverté, 2019).
Solution
Since 1984, tourism as a discipline tried to adopt sustainability in its every

initiative sustainable tourism development. It should focus on a balanced
distribution of the socioeconomic benefits. Shafiee et al., (2019) described that
the smart environment consists tools of sustainability and technology, which
helps to face the different challenges in a flexible and quick way (Lata &
Kumar, 2022b). The government should try to determine and present a smart
tourism framework consisting of sustainable approaches at the macro level
(Shafiee et al., 2019). Cities are facing challenges of traditional nature like
sustainability, technology-based social infrastructure but smart cities are a
suitable creation and innovation to design a sustainable environment for both
residents and visitors (Lee et al., 2020). Smart environment of consisting smart
technology and sustainability tools helps to reduce the environmental
challenges in a better way. Perles Ribes & Ivars Baidal, (2018) proposed some
elements of smartness and sustainability like real-time management,
monitoring systems, open innovation and public-private cooperation which
are related components as smartness is the new form in sustainability of
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tourism. Smart tourism is considered as an opportunity by the destinations to

improve their competitiveness instead of improving urban sustainability. The
sustainability for smart cities has been analyzed by different researchers and
found that smartness and sustainability should be integrated in an effective
way for the destination development (Ahvenniemi et al., 2017; Haarstad,
2017; Lata & Kumar, 2021a).
Farrell & Twining-ward, (2005) suggested that the process of
sustainability implementation is growing and never-ending. For Carpathian
region of Ukraine, Grytsiuk et al., (2017) proposed a strategy for
sustainability. Its basis was to enhance natives’ standard of life. They also
stressed effective cooperation among all stakeholders. Sulistyadi et al., (2017)
advocated the SWOT analysis with sustainability model for different islands
of Jakarta. Paunović & Jovanović, (2017) also mentioned that being
knowledge-based, it can be developed with the cooperation of all direct and
indirect stakeholders. There is a need to address over-tourism problems with
sustainability (Koens et al., 2018). Kisi, (2019) highlighted its linkages to the
community’s requirement of effective planning. In case of tourism industry in
Bangladesh. The researcher concluded that strategies like sustainable
economic returns planning, ensuring tourists’ security, strict environmental
rules and regulations for infrastructure development so that sustainable
tourism development can take place (Lata & Kumar, 2022a). González-
Reverté, (2019) stated that the objectives must be redesigned on a periodical
basis and operational guidelines for a destination should be developed in such
a way that it can play the role of a general guide for sustainable development.
González-Reverté, (2019) stated that if a tourism destination is to become
smart it needs to adopt a sustainable approach which is possible by use of
technology. The identification of technologically supported solutions for
sustainability is also challenged by a number of factors. Mobility and transport
issues, consumption and market competition, profit objectives and
stakeholders’ numbers are some other important factors which affect the
sustainability of tourist areas (González-Reverté, 2019).
Dabeedooal et al., (2019) has stressed the need for a common vision and
course of action to be taken by all stakeholders for sustainable tourism
development. Lee et al., (2020) proposed solution for reduction of the negative
impacts of over-tourism and suggested five themes required for controlling
over-tourism and ensuring improved quality of life by “smart preparation,
smart guest, smart traveler, smart user of technology and smart immersion.”
The study also revealed that Vancouver is going to be smart very soon.
Identifying and monitoring IT is a prominent project on PPP model in city.
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González-Reverté, (2019) described the necessity of the particular

approach for technology utility in smart plans. Theses focused on the
technological aspects and seeks tailored answers for sustainability. Therefore,
to avoid any imbalanced situation, it will be required to adopt an inclusive and
collective plan for sustainability in smart destinations.
Model of Smartness and Sustainability
The approach of four dimensions, which includes economic, environmental,

social and cultural have been used for further analysis. Perles Ribes & Ivars
Baidal, (2018) concluded that if a destination is not sustainable then how itcan
be a smart destination. The degree of association between smartness and
sustainability depends upon the strategy used for destination development and
use of technologies. These both are also related to a governance framework, a
basic pillar for sustainability. The levels of sustainable and smartness model
i.e., conceptual level, operational level and objective level have been
explained in detail and interpretations show that both the concepts share many
common elements. As explained in literature, the conceptual level is located
on the upper part of model and indicates that a destination cannot be smart if
it is not sustainable. The operational level includes a set of smartness with
sustainability. All these pillars have been discussed in detail and it seems as
accepted things in the existing literature. An interaction has shown between
the technology and pillars/elements of sustainability to make a concept of
smart sustainability for the destinations. The satisfaction of visitors and
residents has been included at objective level. Smartness at destination level
can be possible within the framework of sustainability. “Following only
sustainability, a destination cannot be smart” seems an accepted fact (Perles
Ribes & Ivars Baidal, 2018).
Towards a Synergetic Model for Smart

and Sustainable Destinations
Detailed analysis of existing literature of smart cities clearly indicates a

research gap with reference to application of smart strategies and sustainability
in development of smart tourism is prevalent. Perles Ribes & Ivars Baidal,
(2018), have proposed a model with more details for integration of smartness
and sustainability in a single one model. The expectation from this model is to
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distribute benefits and conservation equally among all stakeholders of this

process.
Conclusion
The results of rapidly growing tourism have motivated the concept of

sustainability at the destination. Many researchers have analyzed the concept
and course of action for sustainability and smartness. Analysis concludes that
it is very difficult to develop sustainability and to increase competitiveness
with smartness at the destination level. It has become a challenge to integrate
smartness and sustainability at numerous destinations at global level. Some
challenges have been revealed from the findings of different studies that
include dynamic perception of local people, over-tourism, environmental
challenges, social injustice, lack of financial and other resources, increased
energy consumption, environmental pollution and unplanned urbanization.
Apart from this, there are some others critical challenges like lack of strategic
planning, lack of infrastructure and superstructure required in creation of
smart tourism organizations) and absence of stakeholders’ interest. Some
studies suggest that sustainable smart tourism can support the destination
development, if planned well. It will provide an opportunity for the
development of destinations and its competitiveness in the long term. Models
of smart sustainability have been proposed to integrate smartness and
sustainability. Future research should focus more on smart sustainability.
More research studies should be directed to evaluate the association of
destination smartness and tourism sustainability.
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Chapter 10
Social and Ethical Aspects of E-Commerce:

A Boon or a Bane
Rachna Bansal Jora

School of Business Studies, Sharda University, Greater Noida, UP, India
Abstract
The increase in internet usage penetration into rural and tier two cities
ensured the growth of e-commerce, with various players like Amazon,
Flipkart, Snapdeal, Grofers, and Myntra becoming household names.
This growth in the e-commerce sector has given rise to a need of
examining the social and ethical aspects of E-commerce. All the
stakeholders, primarily the consumers are becoming more concerned
about ethical and social aspects of e-commerce, such as security, privacy,
and trust. Thus, the purpose of this chapter is to provide insights into the
social and ethical aspects of E-commerce. This chapter is a critical and
conceptual overview of the positive and negative effects of E-commerce
on society. It also outlines the ethical concerns of carrying out e-business.
To fulfil these purposes a comprehensive view of academic literature is
carried out. Findings suggest that social and ethical issues are present in
both brick-and-mortar business as well as E-commerce, but the benefits
offered by e-commerce are higher than the cost.
Keywords: e-commerce, e-businesses, social and ethical aspects, issues,

brick-and-mortar business


ISBN: 979-8-88697-335-8
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180 Rachna Bansal Jora
Introduction
The Internet has become an inseparable part of all facets of our everyday life
because it has a vast impact on our social activities (Mittal & Kumar, 2018;
Lata & Gupta, 2020). Every day, going to the bank to make cash transactions
or withdraw money or go to the market to buy things and essential
commodities have become increasingly difficult due to a lack of time. Work
has become too demanding that there is no work-life balance. As a result,
online purchases have become an increasingly important part of our society.
Electronic technologies are causing fundamental changes in how people
behave, organise themselves, and interact (Kumar & Nanda, 2022).
In the fourth quarter of 2020, India’s e-commerce orders climbed by 36%,
with the personal care, beauty, and wellness market benefiting the most. It is
predicted that India’s e-commerce business would be worth US$111 billion
by 2024 and it would be worth US$ 200 billion by 2026 (Commerce Industry
in India, 2022). This growth pattern is even accelerated by the global pandemic
COVID-19 (Kumar & Gupta, 2021). Governments worldwide had to impose
lockdowns to contain the spread of the coronavirus and consumers were left
with no choice but to shift to online shopping (Kumar & Malhotra, 2021).
Powerful global and regional industry transformations were recorded in 2020
as reported by United Nations Conference on Trade and Development
(COVID-19 and e-commerce: a global review, 2022).
The number of digital buyers grows every year as internet access and
adoption grow at a rapid pace around the world. In 2020, nearly two billion
people have purchased products or services online, with global e-commerce
sales exceeding 4.2 trillion dollars. Global retail e-commerce sales increased
by more than 25% in the year of the pandemic, with Argentina reporting the
highest percentage increase (Coppola, 2022). Strong uptake of e-commerce
was witnessed across countries including China, Latin America, Africa,
Kazakhstan, Thailand etc. but not all countries are ready for this digital
transition (Kumar & Ayodeji, 2021a). Many of the world’s least developed
countries could not take advantage of pandemic-induced -e-commerce
opportunities due to some barriers like overreliance on cash, lack of consumer
trust, costly broadband services and lack of digital skills among consumers
(UNCTAD, 2022; Lata & Gupta, 2021).
By 2024, India’s e-commerce market will grow at a 27 per cent compound
annual growth rate (CAGR), with grocery and fashion/apparel set to be the
main drivers of incremental development (Commerce Industry in India, 2022).
This data highlights the increasing demand for e-commerce and its
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Social and Ethical Aspects of E-Commerce 181
significance in our day-to-day life. E-commerce has given immense benefits

and advantages to the economy and society (Kovid & Kumar, 2022). But at
the same time, this form of business has resulted in numerous social and
ethical challenges as well. In this chapter, we will discuss the positive and
negative aspects of -e-commerce from the social and ethical perspective (Lata
& Gupta, 2020).
Positive Social Aspects of E-Commerce
Encourages Entrepreneurship
Imagine doing business a few decades ago when e-commerce was not present.
What all someone would require to plan a brick organization. First of all, one
would need a nice physical store at a posh location, which either he or she will
construct or rent out. But today with e-commerce people are starting their
businesses even from their garage. Sometimes they don’t have an office
initially and they meet over coffee houses and run their business from there.
Sixty-three per cent of e-commerce businesses are launched by first-time
entrepreneurs1. Seventy-two per cent of entrepreneurs are under the age of 35,
and nine per cent are women2.
The costs of starting a business have considerably decreased thanks to e-
commerce. Rather than building or renting a physical store, all that is required
for an online store is a functional website or social media account. For budding
entrepreneurs, this makes the process of beginning a business much less
intimidating. Starting and sustaining a business with an online presence is far
less expensive than opening a store and finding a location to store products
(Lata & Kumar, 2021a).
With the advent of technology and e-commerce, people are starting their
businesses at a very young age. The young generation is making new avenues
of income through blogging, YouTube, and online coaching. They are not only
meeting their financial needs but also helping their families. One such story of
a young entrepreneur is Ritesh Agarwal, who brought disruptions in the
hospitality industry with his app Oyo Rooms (Ritesh Agarwal, 2022).
1
https://inc42.com/buzz/the-goodness-from-the-e-commerce-bubble-in-india/.
2
http://timesofindia.indiatimes.com/ tech/tech-news/Indian-startups-on-track-to-raise-5-billion-
in-funding-Nass-com/articleshow/49357947.cms/.
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Born in a small town in Odisha (India), he became a millionaire by the

age of 22. Today his company OYO has its presence in 80 countries and more
than 800 cities. Ritesh named his company OYO ‘On Your Own’. Oyo Rooms
is a network of hotels, where the company partner with hotels, lease some
rooms and sell these rooms under the OYO brand (Ritesh Agarwal: The
Economic Times, 2022).
Bhavish Agarwal (founder of Ola), Vijay Shekhar Sharma (founder of
PayTM), and Phanindra Sama (founder of Red Bus) are a few more examples
who used the power of the internet to address the issues of society. With their
innovation and technological advancement (Lata & Kumar, 2021b), they
could touch the pinnacle of success in their career.
Furthermore, because it is now easier than ever before for anyone to start
a business online, there is a lot of competition out there, which stimulates
innovation in the digital world. Competition in the digital market is different
from traditional markets. Rapid technological progress and innovation are the
main features of the digital market, without which survival of the companies
is very tough (Lata & Kumar, 2021b).
Fuel the Dreams of Womenpreneurs
E-commerce is emerging as a powerful tool for women’s empowerment. With

the availability of the internet and e-commerce platforms, starting a business
is now more accessible to women than ever before. It gives good opportunities
to women from rural and semi-urban backgrounds. E-commerce has created
great opportunities for women who, due to social and family obligations,
cannot participate in the mainstream economy.
The story of one such woman is Nisha Madhulika. She lives in Noida
(Uttar Pradesh, India) and is a housewife. Nishaji’s age is 56 years. She is
mainly from Agra, when her children grew up and started living away from
home for their studies and jobs, Nishaji was surrounded by loneliness. He has
also done a job, which he had to leave due to some reasons. She started
thinking of escaping the emptiness at home and doing something positive. One
day she read a recipe blog on the Internet, seeing that she felt that she too could
do this work and do it in a better way because she loved cooking. In the year
2007, Nishaji started her website3. Many people who commented on her
website told her that if she shows the videos of making these recipes then it
3
https://nishamadhulika.com/.
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will be easy for him to understand how to make them. Keeping this in mind,
She uploaded her first video on YouTube on May 16, 2011. Today his
YouTube channel gets millions of views from all over the world. Nisha
Madhulika YouTube Channel is one of the most subscribed YouTube
Channels in India.
Today there are more than 10 million subscribers of the Nisha Madhulika
channel on YouTube, to which 5-6 thousand new subscribers are added every
day. His videos have been viewed more than 2 billion times (2,072,055,044)
on YouTube. Nisha Madhulika has made 1657 videos for her channel so far.
Today around 11-12 lakh people in India and around the world watch videos
of Nisha Madhulika every day.
Nisha Madhulika earns around 10-12 lakh rupees every month due to the
advertisements running on the screen of her videos. She has received the
YouTube Top Chef India 2014 award.
Like Nisha Madhulikamany, women are starting their own business from
home like tiffin service, cloth bags, packed food, pickle and papad, clothes etc.
All this has been possible only through the internet and e-commerce. The
online business presents the most promising career opportunity for women in
rural India. Parvesh, a woman from a rural area of India, is not highly
qualified. She along with five other women used to work in a small
homegrown association ‘INDHA’. They scaled up their business by creating
a Facebook page for their brand, from 10 orders to more than 1000 orders per
month. And now they have more than 300 women working for their brand
(Forbes India, 2022). Parvesh is not alone, women from different parts of the
country and different backgrounds leverage the power of digital and use social
media as a platform to reach out to people.
‘Women will’ is one such platform launched by Google to empower
women through digital skills and community building. Google also announced
to grant $ 500,000 to Nasscom to train women in digital and financial literacy
across various states of India (https://www.livemint.com/companies/news/
google-pledges-to-support-1-million-rural-women-entrepreneurs-in-india-
11615184185395.html).
Preservation and Promotion of Arts and Handicrafts

Through E-Commerce
Due to the variation in culture, India is one of the most popular places for
handicrafts. The handicrafts industry is one of the largest employers in rural
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India. Around 6 million artisans get jobs in this industry including women and
people from weaker sections of society (Editorial Staff, 2022). In addition to
that, India is one of the largest users of the Internet worldwide. Hence there
are huge and untapped opportunities hidden in e-commerce for big businesses
as well as local artisans. Ecommerce offers a great marketing platform for
domestically produced handicrafts.
E-commerce has bridged the wide gap between artisan groups and the
potential market in India. In July 2020, the Odisha government signed an MoU
with Flipkart to promote the arts, crafts and handloom sector in e-commerce
(Orissa diary, 2020). As a result of this agreement, handloom artisans living
in remote areas will be able to better market their products across India with
the help of Flipkart.
In August 2021, Amazon India and Tribes India announced the launch of
‘Karigar Mela’, which will offer a dedicated store for primitive tribal and local
Indian handicrafts on the e-commerce site (The Hindu, 20214). Bidri, Dhokra,
Ikkat, Patachitra, blue art ceramics, and other distinctive art forms will be
available for purchase as part of the Karigar Mela. The Indian economy
revolves around the tribal artisan and weaving group. It’s also one of the
industries that’s been hardest hurt by the current pandemic. During these
difficult times, the introduction of Karigar Mela would be critical in assisting
artists and weavers in reviving their livelihoods and accelerating their growth.
Tribal Cooperative Marketing Development Federation of India
(TRIFED) and Amazon have partnered for a long time to help raise visibility
for indigenous products by bringing them to the mainstream. TRIFED and
Tribes India are two organisations that represent a family of 5 lakh tribal
master craftsmen and women in India that manufacture a large amount of
handicraft and handloom products. The partnership between Amazon and
TRIFED will allow tribal products made in India to reach clients all over the
world.
Convenient and Time Saving
Because internet businesses have reduced overhead expenses, the mark-up on

their products is typically substantially lower, as they may sell items for less
and still break even. Furthermore, shoppers can easily compare similar
products from multiple online businesses to choose the best deal, resulting in
4
https://www.amazon.in/b?ie=UTF8&node=26984333031/.
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fair pricing. A product search engine like Google Shopping helps in finding
the lowest price at the selling stores and lists it for buyers5.
E-commerce allows consumers to shop for goods and services at any time
of day or night, making society more efficient and productive. This is a huge
benefit for individuals who get off work late and don’t have time to rush down
to their nearest store to get the product. They can have it by ordering online.
Retail online is often more convenient than going to a shopping mall (Kumar
et al., 2020). The time saved by buying online can be put to better use in other
learning and development activities. Because of increasing competition, the -
e-commerce websites are trying to differentiate themselves by offering more
and more convenience to customers like free delivery in one day or two,
delivery at your preferred time and place, no question asked return policy etc.
Comforts for Disabled and Elderly
Those with disabilities, whether physical or mental or those who are elderly,
may find it difficult to buy at a traditional shopping mall. These people may
order the products and services they want from the comfort of their own homes
when they shop online. Online medicine apps and the possibility of online
doctor consultations have made life easier for the elderly and people with
disabilities and also for those who do not have a caregiver. Many of the
obstacles that people with disabilities have while shopping in physical stores
are eliminated when they purchase online. Shopping obstacles for those who
have trouble walking, climbing stairs or using a wheelchair, cane, or walker
include finding reliable transportation, a scarcity of accessible parking, a lack
of elevators, and high product shelves. Many of these issues are eliminated
when purchasing online. E-commerce also makes it easy to compare and shop
for the finest brands at the greatest prices, which is critical for a population
with lower average incomes, higher medical costs, and lower employment
rates.
E-commerce businesses can’t afford to overlook their elderly customers.
Not only is the number of elderly individuals increasing as a percentage of the
population, but this demographic also has a higher level of wealth than other
demographics (Ecommerce Guide, 2022). The notion that elderly people do
not use the internet is no longer valid. Older age groups are becoming more
likely to use social media and shop online, and their online involvement is
5
https://www. google.com/shopping?hl=en/.
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continuing to rise. It’s not a demographic that can be overlooked, and if this
group is properly targeted, there’s a lot of money to be made. Having items
and services delivered to your door makes a lot of sense as their mobility
declines. However, there are unique obstacles for elderly persons who use the
internet. Older people are more likely to have vision problems than younger
users, therefore raising the text size on the website may be more appealing to
them (Smith, 2018). Many younger users may have vision difficulties, poor
memory, or be novice online shoppers. Successful e-commerce businesses
will be those who will have a thorough understanding of and management of
various demographics and their needs. For that, e-commerce companies must
communicate with their users frequently, collect their feedback, and learn
from both positive and negative experiences. All internet users are becoming
older, and the younger users of today will be the senior shoppers of the future.
is In years to come it will be competent internet users of today who are
becoming elder shoppers of tomorrow.
Better Reach and Interconnectedness for Small Retailors
Small businesses can engage with a wider range of customers through e-

commerce than they could through a physical store. E-commerce can even
allow them to sell to people who live outside of your region or country.
Facebook released many advertisements under the tagline ‘Dil Kholo,
Duniya Khulegi6 shows the power of the internet in spreading your business
horizons and increasing your customer base. It shows, with the help of
Facebook, how a retail carpenter gets furniture orders in abundance during
festival season, a small garment manufacturer receives bulk orders for jerseys
during a cricket match, a group of friends manages to get a sewing machine,
some old clothes from the neighbourhood that results into a shop of
refurbished clothes. Not only this, but the ad also shows how Facebook bring
people together in difficult times.
A small brick-and-mortar store can’t expect to attract more customers
other than the one available nearby. Customers are not constrained by
geography when it sets up an e-commerce site, on the other hand. They can
sell to customers all around the world. Simultaneously, they must ensure that
their consumer base can locate them and their items online. When a company
is small, its website may not always be appealing enough to attract enough
6
https://www.youtube.com/watch?v=gmW_MbtMSrY/.
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customers. But e-commerce isn’t limited to single websites; there are

numerous commercial platforms available to all businesses, regardless of size.
Platforms like Amazon and Etsy provide visibility as well as analytics tools
and assistance with sales and shipment. Small businesses can now benefit from
free or low-cost promotional possibilities thanks to e-commerce and the
Internet. Advertising in the newspaper or on television has continued to rise
in price, while physical advertising elsewhere might cost thousands of dollars.
On the other hand, the Internet offers a plethora of options on a much fairer
playing field. Regular posting on social media platforms such as Twitter and
Instagram might help boost sales. The capacity of social media to persuade
people to advertise for business is one of the best aspects of web marketing.
Customers can help a business reach more people if they post about it on social
media. Overall, e-commerce has simplified the procedure. Not only is it easier
to sell as a small business online, but the buyer also benefits from the
simplicity and convenience of doing so.
Mohammad, a Kashmiri shawl manufacturer, has made a living by selling
items such as Kashmiri shawls online and avoiding middlemen. “Initially, we
would get 10 orders every month,” Mohammad adds, “but as time has gone
on, it has climbed to 300 orders per month.” Since partnering with an e-
commerce site (Kashmir Box) five years ago, he has reportedly sold INR 50
lakh ($80,000) in merchandise and has even hired ten more artisans to fulfil
the rising demand for his products, which he now distributes exclusively
through the website7.
Employment Generation
The e-commerce business and its ecosystem have a direct and indirect impact
on India’s employment landscape. People in the e-commerce industry are not
only hired but are also upskilled through regular training and interventions.
For at least a decade, if not longer, this industry would be the major employer.
Because India is still a largely untapped e-commerce market, there is a huge
growth potential for e-commerce businesses, logistics firms, Small and
Medium Enterprises (SMEs), IT/ITeS enterprises, and startups, which is likely
to boost the employment situation (Lata & Kumar, 2021a). Three to four
employments might be produced in downstream industries for every job
7
http://www.zdnet.com/article/e-commerce-enables-impoverished-indian-artisans-to-become-
rupeemil-lionaires/.
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created by the e-commerce business. By 2021, the e-tail and related ecosystem
is estimated to generate 1.45 million job openings, driven by the logistics and
warehousing industry, which is expected to generate over 1 million jobs
(Technopak Report, 2013). By 2020, the number of online sellers is predicted
to reach 1.3 million, creating more than 10 million net new jobs. E-commerce
is having a major socio-economic impact by reaching the interiors of the
country, with over 70% of online merchants predicted to originate from
smaller towns by 2018-198.
People from many walks of life and ages can find work in the e-commerce
industry. It’s also proving to be a doorway into society for many disabled
persons. Mirakle Couriers, a courier service in and around Mumbai that
employs deaf persons who make up 99 per cent of the total workforce, is one
such existing example9. The company has dabbled in e-commerce deliveries
and sees this as a potential new development area. It has received numerous
prestigious awards, including the Helen Keller Award for being a role model
employer for persons with disabilities and the Indian Government’s National
Award for the Empowerment of People with Disabilities.
Negative Social Aspects of E-Commerce
These were some of the benefits which e-commerce has offered to society, but
everything comes with both negative and positive aspects and E-Commerce is
no exception to this. Though e-commerce has made an impactful and positive
shift in society, we can see some negative effects as well.
Safety and Health of Delivery Boys
Men on motorcycles with a food box attached are a typical sight on Indian
roadways these days, delivering orders to offices and households. On their
backs, young boys carry such big loads.
With the growth of e-commerce and the desire for doorstep delivery of
products ordered online, delivery employees have become the backbone of the
e-commerce industry and play a critical role in last-mile delivery. Young and
middle-aged males are mostly employed as delivery boys by third parties.
8
http://gurcharandas.org/forget-the-jetsetting-modiji-just-think-jobs-2016/.
9
http://www.pressreader.com/india/the-financial-express/20140915/281565173964654/.
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Many of them are underserved by social security programmes. The nature

of their jobs requires them to work long hours, which causes a lot of stress and
exhaustion. Some of the general health concerns expressed by e-commerce
delivery boys include back pain due to heavy load bag carrying materials,
climbing multiple staircases etc. The other threats include injuries resulting
from minor road accidents, getting the improper address of customers and long
waiting for delivery.
In March 2021 a video went viral on social media where a woman named
Hitesha Chandrani, a content creator and Instagram influencer alleged that
Kamraj, a delivery boy of Zomato attacked her and injured her nose on March
9, after they got into an argument over a late delivery. after which the police
arrested Kamraj. He was later released on bail.
A Day later, Kamaraj revealed his side of the story in a video of his own.
With tears in his eyes, he insisted that Chandrani had refused to pay for the
food, saying the delivery was late. He said an argument broke out after he told
her she would either have to pay for the food or return it. He said her injuries
were self-inflicted and caused by her ring when she was attacking him. After
this incident Deepinder Goyal, CEO of the company, tweeted and wrote that
they are in constant touch with both the parties and covering their medical and
legal expense.
In December 2018, a video of a Zomato delivery boy wearing a red
Zomato t-shirt pulling out a food box from his bag, taking a couple of bites,
and resealing it before departing for his delivery destination became viral.
Zomato took notice of this and conducted an investigation, concluding that the
video was genuine. The company said the video was filmed in Madurai and
the delivery man was immediately fired. The video sparked a lot of
controversies, and the “act” was seen over 4 million times on social
media platforms. Social media users responded in a variety of ways.
The incident, on the other hand, was an unpleasant revelation of the fact
that the anonymous, unidentified deliverymen we take for granted are real
humans who suffer a variety of challenges in their occupations, ranging from
long hours and job insecurity to low pay and insufficient facilities. It’s a pretty
apparent fact that delivery workers, particularly in metro cities such as Delhi,
Mumbai, and Bengaluru, are constantly under pressure to deliver goods on
time. Every day there is news of delivery boys being attacked and robbed of
money and parcels from them.
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Packaging and Waste
The number of transactions and shipments is increasing as digital commerce

grows (Kumar &Ayodeji, 2021b). There is a significant amount of packaging,
garbage, and waste connected with shipping, mostly cardboard boxes and
space-filling, protective plastic air cushions. The waste connected with
packaging left behind after delivery is perhaps the most evident negative effect
of e-commerce.
“Drowning in A Sea of Cardboard” and “Built on A Mountain of
Cardboard” are some of the phrases that highlight the seriousness of the
problem of waste produced by e-commerce. Amazon’s Prime programme
alone dispatched around 5 billion shipments in 2017. Recycling is often
suggested as a remedy to all of this garbage, and although it is a viable option,
it comes with considerable difficulties (Gupta & Kumar, 2010). There is a
specific requirement which needs to be met for recycling the products. The
materials which cannot be recycled are sent to landfills (Gupta, 2020).
But if see this against the waste which is produced in traditional retail
commerce, it is not as bad as it seems. In retail channels also the shopkeepers
receive products in cardboard boxes and further delivered them to customers
in one or two packets including paper and plastic. These retailers also produce
some more waste in terms of receipts, bills, advertisement flyers, catalogues
etc.
Traffic and Emission
The increased vehicle traffic required to make deliveries is another highly

noticeable negative effect of the growth in e-commerce activities. All of these
items necessitate ever-larger fleets of planes and delivery trucks, which
generate CO2 and worsen traffic congestion. More emissions are produced
when the number of delivery vehicles and traffic increases. According to
estimates, the rise in carbon dioxide (CO2) due to increased delivery traffic
will be 32 per cent over the next ten years (Industry Agenda, 2016). This raises
concerns among sceptics, but it also poses a health risk, particularly for
residents of major cities, where poor air quality already causes numerous
respiratory problems.
There is a dire need for government interventions in terms of
environment-friendly packaging, off-peak delivery hours, electric delivery
vehicles, and various other requirements. Though some companies have
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started following these practices as an environment-friendly initiative there is

a need for a stricter law.
However, when compared to traditional retail transactions, digital
commerce is less destructive. Rather than travelling to and from multiple
places to suit their needs, shoppers can order from a single online retailer and
have their products delivered all at once on a single truck that is likely carrying
goods for hundreds of other customers. Scholars have just lately begun to
investigate whether the negative effects of more delivery vehicles have been
countered by the benefits of fewer consumers on the road. However, the
findings are mixed.
Energy and Resource Consumption
Increased use of delivery trucks on the road and cargo planes in the sky
contributes to increased congestion and CO2 emissions, as well as increased
use of non-renewable resources, particularly petroleum products, as fuel. It
also has possible beneficial benefits, as previously stated. With just one
delivery van on the road, many buyers may opt to stay at home rather than
waste gas travelling to stores. Traditional retail commerce can consume a lot
of electricity. One major use is lighting and signs, but the most significant is
the air conditioning equipment required to keep shoppers and personnel
comfortable. Fountains, garden irrigation, and restrooms all use a large
quantity of water. Fewer stores also mean fewer paper items in food courts
(producing trash from paper sacks, tray liners, and napkins), fewer store
signage and fliers, and fewer chemicals and cleaning supplies for toilets,
floors, and windows. All of these are substantial e-commerce social and
environmental benefits.
Companies are also investigating the possibility of collecting and
returning packaging from end users for reuse. Other businesses are focusing
on designing packaging that is biodegradable rather than focusing on its return.
Legislators are exploring at least two major initiatives to reduce traffic and
emissions, particularly in large cities: restricting delivery times to night hours
only (i.e., outside of normal working hours) and requiring the use of electric
delivery vehicles.
We cannot give a definite answer to the question of whether e-commerce
is a cost or a benefit to society. Although some serious negative effects exist,
the benefits outweigh them. Society is reaping more benefits from negative
impacts, which means increased consumer, social and environmental benefits
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against less harm. E-commerce companies and the government with their
policies and practices are making constant efforts to reduce the negative
impacts of e-commerce and we can expect that soon they will be able to
remove all possible pitfalls (Lata & Kumar, 2021a).
Ethical Aspects of E-Commerce
Privacy Is a Myth
Whatever we do or search on the internet is being observed and recorded. Have

you noticed that if you google search on a particular topic, soon after that you
will start getting advertisements related to that product or service? Off lately I
started doing yoga and to better understand it I searched on google about
various yoga poses and then the next moment I see on my Facebook page a
couple of advertisements related to various fitness apps which are selling their
yoga programs. Even if you don’t want to see them, they will keep appearing
on all the internet pages, whatever and whenever you open them. That is
because of artificial intelligence (AI).
You will have to give information about your mobile number, email Id
etc., and keeping your data safe is another ethical implication for -e-commerce
websites (Kumar & Nanda, 2022). We all use social media. There was news
in the month of May that large social media players like Facebook, WhatsApp
Twitter etc may be banned by the government for not following the new IT
Rules 2021. These new rules require the company to appoint a chief media
officer who can give information about any user to the government if asked.
What does that mean? Have you noticed whenever you send a message on
WhatsApp, there is a message shown-’your messages are end-to-end
encrypted, which means the message is encrypted on the sender’s system or
device, and only the intended recipient can decrypt it, which prevents third
parties from accessing data while it’s transferred (Lata & Kumar, 2022)? If
WhatsApp accepts the New IT rules 2021 as imposed by the government, then
our messages will no longer be end-to-end encrypted. There will be no
anonymity, all the messages can be traced and the original sender of the
messages also can be easily identified. So, in the world of the internet, Privacy
can be a MYTH (Lata& Kumar, 2022).
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Internet Abuse, Responsibility and Use of Personal Information
When we visit an e-commerce website, it frequently stores identifying

information, such as a cookie file, on our computer’s hard drive without our
knowledge. Cookies are commonly used to save information such as which
website we were on previously and where we go when we leave a website.
This data can then be merged with cookie files from other e-commerce sites
to provide businesses with a full account of entire multi-site web purchasing
sessions.
While making online purchases, customers are required to provide various
personal information such as name, address, birthday, phone number, and
credit/debit card information. Storing and securing customer data, and not
sharing it with third parties are the main ethical concerns in e-commerce.
Deception, Dishonesty and Accuracy
When an e-service provider uses deceptive techniques to persuade consumers

to buy e-products, such as intentional misrepresentation and false
representations regarding products and services, this is referred to as
deception. Customers are unable to touch the object they wish to purchase.
They will examine photos and videos of the goods, which were clicked in
optimal lighting, with photoshop processing and artistic touches. They will
read the description, which may tell nothing (or a lot) about the goods.
Customers shopping on the internet may not see the precise item they will
receive. As a result, it’s critical that you attempt to list your products as fully,
totally, and honestly as much as possible. The original product should be
delivered exactly as shown on the website and as per the quantity ordered. It
is not easy for internet users to click on the buy button. Confidence is an
obstacle in realizing the potential of e-commerce. Thousands of e-commerce
websites offer a wide variety of products and services. But are we comfortable
placing an order on any random website…? No, and the reason is ‘trust.’ We
are most familiar with big names like Amazon, Flipkart, Myntra etc. Because
they have established trust among their customers.
Companies that ethically conduct themselves are more likely to build
confidence and maintain business transactions in the internet world. Ethical
marketing is made possible by a general commitment to consumer happiness.
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Selling Counterfeit Products
We have already discussed the importance of having correct product listings.

But what about the actual products? Do you know if the items that you’re
selling are genuine?
Third-party suppliers, drop shipping, and other dynamic order fulfilment
strategies available today can provide a lot of value to the company. They do,
however, entail some risk. How can you know where a thing comes from if
you buy it from someone who isn’t the manufacturer? You must take steps to
ensure that you are selling genuine goods. Here are some steps companies may
take to safeguard their business and customers from fake goods:
• Check what you’re selling.

• Verify with the manufacturer
• Only work with trusted suppliers
The case of Nykaa is worth mentioning. Nykaa is an e-commerce startup

that sells personal care and cosmetic products. They display authenticity
certificates for all of the brands sold on their website, which helps to ensure
that the products are genuine. Customers can shop with confidence on Nykaa
since they don’t want to endanger their hair and skin by buying fake or
counterfeit products.
Conclusion
In both e-commerce and brick-and-mortar businesses, intellectual property is

a concern. Earlier, Music fans used to buy music on cassette tapes or compact
discs (CDs) from stores. And further, they used to duplicate their purchased
music on cassette or CD and share it with their friends. This was unethical and
illegal. Since sharing and copying electronic media is easier, the possibility of
copyright infringements is outweighed by the prospect of -e-commerce.
Companies that are believed to behave ethically are more likely to build
confidence and retain business interactions in the internet world. Ethical
marketing is made possible by a general commitment to consumer happiness.
E-commerce ethics and brick-and-mortar company ethics are fundamentally
the same, but e-commerce challenges take on different forms and have a
broader scope. In the context of e-commerce, we see an ethical lacuna. When
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the rate of technological progress outpaces the rate of ethical development,

ethical lag arises. We are unable to provide a definitive response to the
question of whether e-commerce is a net expense or benefit to society. While
there are some major negative consequences, the overall advantage is greater.
There’s a case to be made that society can get more out of less, which means
more consumer, societal, and environmental advantages with fewer total
resources.
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Chapter 11
Traditional to Digital Commerce:

Impact of Scams on Consumer’s
Attitude towards Online Shopping
Ajay Singh1 and Sneha Mittal2,*

1 Department of Commerce,
Chaudhary Bansi Lal University, Bhiwani, India
2 Department of Psychology,
Central University of Haryana, Pali, Mahendergarh, India
Abstract
With the proliferation of modern e-commerce, many demerits of

traditional commerce were eliminated, but a number of limitations also
got emerged.
From the usage of internet for online transactions which demand the
sharing of financial personal details puts a question mark on the security,
though the online platforms and applications developed for these
transactions claim utmost security. The proneness to digital scam still
remains a big challenge to be addressed. As the platforms are formed
between the user and bank interface, these platforms undoubtedly give
space to hackers and frauds to leap in making the customer population
fall into the trap of looters.
This chapter conceptualizes the psychosocial effect on the attitude
of the customer towards online shopping and digital marketing themes
after being a victim of scams during online transactions. Safety measures
have been presented to support the positive attitude of customers towards
the e-commerce.


ISBN: 979-8-88697-335-8
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198 Ajay Singh and Sneha Mittal
Keywords: e-commerce, digital marketing, online scams, internet, pandemic
Introduction
Commerce when backed by internet changes the world scenario. The start of
commercial activities is traced back to times when the money factor did not
exist; rather, the commodities were exchanged between the people as per their
demands and need to fulfil the requirements of all. This method was called
‘barter system’ (Ozgul, 2019). But gradually, some loopholes present in the
system gave rise to the development of next system of exchange called the
‘Monetary system’ (Poskart, 2020). Money was introduced as the catalytic
factor between the buyer and seller for the completion of transaction. This
enabled them to give or take the required item irrespective of the availability
of the item, at any point of time, store the more required items and an open
market to the other scope of exchanges. Money also served as the unit to label
the value of any item or service with a standard rule (Poskart, 2020). Now
before further development to current trend of online and digital commerce
through use of technology and internet, these exchanges of items via money
was the commonest way of commercial transactions even for national and
international purposes, political, defence reasons. But after the development
of internet and ignition of its utility in the commercial world, the mode of
commercial transactions shifted largely. These shifts can be termed as eras of
commerce.
Figure 1. Process of change from traditional to digital marketing.
Here, the Trade Era consisted of handmade products leading to less

quantity of products. Then came up the Production Era which had mass
production with low price while the Product Era introduced changes in the
quality of the products. Next came in the Sales Era in which the producers
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Traditional to Digital Commerce 199
came in to competition and made strategies to enhance their sales and profit.
This competition rose due to high level of products and varieties in the market.
In the Marketing Era, to enhance the sales and as per the rising demands of the
consumers, marketing strategies were made and applied to attract consumers,
while in the Digital Era which is currently in race, the main focus is on the real
time and social exchange based on social interactions and online platforms
(Bhatia, 2019). The evolution of digital marketing from the traditional era of
marketing has been depicted in Figure 1.
Emergence of E-Commerce
Despite the benefits of monetary system of trade and commerce, some of its
limitations like insecurity, chances of human error in calculation, transaction,
problem in trading from distant parties etc gave way to use new form of
financial transaction namely Electronic Commerce, commonly known as e-
commerce (Bhatia, 2019; Kumar & Ayodeji, 2021). The e-commerce includes
all the activities done related to trade, business, finances, marketing etc.
between or among two or more than 2 identities - be it individuals,
organisations or firms through internet (Karakaya & Charlton, 2001).The
emergence of e-commerce came to life in 1979 when the internet was first
merged with commercial transaction by demonstrating first online shopping
system by Michel Alderich (Tkacz & Kapczynski, 2009). It did not take much
time for the commercial transactions to take the support of internet (then a new
concept) for self-development and broadening. During the late 1960s and early
1970s, internet was taking its shape as the pioneering researches for
development through ARPANET (Advanced Research Projects Agency
Network) (Karakaya & Charlton, 2001).
Gradually, the availability of internet expanded from the reserved rights
of the financial institutes and organisations of political importance towards the
general population. By the late 1980s, the usage of internet started to be widely
used (Lata & Kumar, 2021b). This usage included surfing, e-mails and also
online shopping. The major online merchants which provided products to the
consumers via online shopping were amazon and e-bay during 1990s and
which are still progressing in their fields (Kumar et al., 2020). The e-
commerce unlike traditional commerce offers options to the consumer like
online purchases of products like (amazon, flipkart, myntra), online services
(paid software downloads). It also offers participation in online marketplaces,
business to business transactions, data collection and analysis through digital
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contacts and social media and digital marketing including online

advertisements and prelaunch of products etc (Reynolds, 2000; Lata & Gupta,
2021). Though the e-commerce seems to have opened lot many ways to
develop the global economy but still has some loopholes. These limitations
need to be addressed to support the futuristic applications of E-commerce.
Digital Era and E-Commerce
In the shifts from sales era to marketing, then to relationship era and digital
era, the role of e-commerce is continuously increasing in each stage. As the
names goes, the digital era and e-commerce interconnect and supplement to
each other because both are ruled by the internet. The digital platforms are
now being usedby a lot of trading merchants for sale and purchase purpose be
it B2B (Buyer to Buyer), B2C (Buyer to Consumer), C2B (Consumer to
Buyer) or C2C (Consumer to Consumer) (Bhatia, 2019). Like the traditional
shopping methods, online shopping also gets completed when the final
financial transactions are done between the seller and the consumer. Digital
marketing, online shopping and online financial transactions have
undoubtedly influenced the marketing style and largely replaced the
traditional marketing. The consumers are now not bound to stay physically
present in the marketplace and make out special time for the shopping
purposes. In simple words, digital marketing can be explained as method to
expose the products of various brands to a large group of potential customers
with the aim to communicate with them, via promotions, social media, online
advertisements etc. and make the marketing procedure complete online along
with financial transactions done (Viteles & Brief, 1932).
Though the online method also demands notable time but is relatively and
significantly less hectic. The digital marketing has both benefits and negatives
as usual but a large number of financial transaction methods have started to
give way to frauds and hackers which increases the probability of drastically
impacting people’s lives.
Table 1 reports clearly indicate that the online mode of transactions or e-
commerce is developing in a great speed and also the fact that people are
highly open to this system. Such approach also has some major reasons like
(1) Urbanisation (2) Migration of people for white collar jobs which make
them economically strong enough for making online purchases frequently.
Such high pace of use of e-transactions indicates the amount of trust and
reliability of people on the apps and online platforms that they share their
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personal financial details with the mediating applications like Google pay,
paytm, Amazon or any other used for online transactions except the
government authorised banks.
Table 1. Major achievements of e-commerce in 2010-2020
Year Achievement
2010 Highest per capita e-commerce spending in United Kingdom.

Year Achievement
2012 Sales through e-commerce topped $1 trillion.

International transactions between china and other countries rose 32%
accounting to 9.6% of its total international trade.
2013 Online platform Alibaba had market share of 80% through e-commerce in
China.
Czech Republic got biggest contribution of total revenue from e-commerce
with 24% turnover.
Brazil e-commerce expected to have growth at double digit pace by 2014.
2014 With highest population, china became biggest online market.

2015 10% of total retail sales were through online shopping in China ($253
billion).
Above 50% e-commerce growth is accounted by amazon.
2016 China also became the largest e-commerce market by value of sales ($899
billion).
India launched BHIM UPI fordigital payment interface.
2017 Retail sales through e-commerce reached $2.304 trillion.
2020 The BHIM UPI made 2 million digital payment transactions in India.
Digital Era and E-Commerce during the Pandemic
During the COVID-19 Pandemic, it was worth noting that the consumers who
initially relied more on tradition shopping or sale/purchase system were
compelled to use digital marketing and online shopping for self and others
safety purposes (Kumar & Gupta, 2021; United Nations Conference on Trade
and Development [UNCTAD], 2020). Due to the imposed lockdown in almost
all the countries of the world, shutting down of the local-markets boosted up
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the use of online methods of shopping and having financial transactions done
online (Kovid & Kumar, 2022; Kumar & Malhotra, 2021). E-commercial
advancement immensely helped people go through the hard pandemic times
for getting the survival requirements. Getting items like groceries and other
items at the door-step did prove that the online shopping and digital marketing
methods appeared as a boon to the mankind during pandemic (Sheth, 2020).
Loopholes in Online Payment Giving Way to Scams
The online transactions involve the give and take of money without the hard
cash in hands. It is associated with numerous benefits like convenience,
security, discounts to name a few. These cashless transactions mostly takes
place either through services provided by their respective banks like
credit/debit cards, cheques, Demand Drafts, National Electronic Funds
Transfer (NEFT) or various e-payment application platforms be it government
owned or private companies. The latter services mostly use an application
generated UPI ID (Unified Payments Interface), along with the other common
online payment platforms like e-wallets etc. The working system of these
platforms are like being a mediator between the spares bank account and the
receiver's bank account (Kaushik & Puri, 2012). The personal details of the
user provided to the bank are available with these payment applications.
Though, these applications do take the permissions of having data from the
individual as agreement while installing the application (Kaushik & Puri,
2012).
Initiatives for developing online transactions launched by the Indian
government like (BHIM UPI – Bharat Interface for Money-Unified Payment
Interface) or the private companies (paytm, phone pay) etc has significantly
lowered the workload due to cash transactions in hard form. But unfortunately,
the online platforms providing the services of financial transactions are not
still viewed as the safest method for consumers regarding their financial
security. With the emergence of cashless payment platforms, the banks of the
consumer do not work in the front line for getting the online transaction
completed. The UPI-IDs provided by the payment platform works as the main
medium between the bank accounts of the creditor as well as debtor (Kaushik
and Puri, 2012). It is common that the registered phone numbers of the user is
used to link the UPI ID making the registered phone number highly
vulnerable. The vulnerability of mobile number works as the loophole for
digital attackers to hack and misuse consumer finances (Kumar and Bhardwaj,
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2018). Though, India has the highest percentage of population as youngsters,

but the mobile application users are not confined to this group. The uses
include elderly people who are not that technically efficient and ignited
regarding the novel methods and features launched regularly by these
applications.
This gives direct loopholes to the frauds and technical hackers to loot the
consumers. As all the online transactions are done via internet connections
where all the confidential data are saved in an online traceable source (though
highly guarded by government intelligences and security) (Lata & Kumar,
2022), it is obviously not ‘impossible’ for any professional or technically
skilled person to actually get to the bottom of the data source. Growing
revenues has increased the instances of fraud which has become one of the
most concerning issue in e-commerce now.
The financial losses faces by the consumers due to such hackers do
significantly change the attitude of the people towards the online shopping and
transaction methods from positive to negative. It is natural that the investment
of time or energy in visiting the place and choosing the products own-self is
much cheaper than having the complete bank account hacked and emptied by
an unknown brute for no reason other than a few steps of online clicking.
Scams and common types: Scams or fraud in online transactions is
basically of any sort of illegal and illusive monetary transaction persuaded by
one person over the other by making him directly or indirectly make the
payment to any false account where the payer may or may not be intentionally
doing the act. In other words, e-commerce frauds are illegal transaction
performed by a fraudster using hacked confidential private data of the victim
in latter’s ignorance, sometimes called purchase fraud. It has been found that
the number of online shopping frauds registered with the National Consumer
Helpline has hiked almost six times from FY17 to FY20 (Christensen & Low,
2003).
Some of the general possible reasons for increase in fraud can be like the
rural working area gives less information to the customer making the
fraudsters easy to fool them, hiring unethical employees with undetailed
background check etc. With everything gradually changing into digital form
with the help of Artificial Intelligence, fraudsters are getting more easy ways
to derive novel ways and become more sophisticated with the technical tricks
and hacks which helps them to fool common man with novel styles of loot
method (Lata & Kumar, 2021a). Till then the security advisory spreads in
community from the national portals like cyber-crime cell etc. these hackers
already make large amounts to their profits. The scams are not a few in
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numbers making the task much harder for every man to get aware about before
getting hit by at least any one of them. During the Pandemic time, no doubt
each man is hit by the financial crisis, be it in low proportion or heavy loss,
hundred thousands of people went unemployed due to imposing of long term
lockdown (Lata & Gupta, 2021).
Common Digital Frauds
1) Identity Theft: In this, the fraudster obtains and misuses personal

confidential information of another person (Bhardwaj and Kumar,
2014). Not only consumers but also merchants are effected by such
frauds. One sub type of identity fraud is the account takeover, in this
the fraudster uses another user’s account and engages in unethical and
illegal activities like purchasing and selling illegal items on the
account of some other person.
2) Chargeback Fraud: Also called Friendly fraud mostly headed by
frauds as consumer. Keeping the goods purchased online, the fraud
still asks for refund claiming that either the purchase has not taken
place or the payment has been made twice mistakenly or item not
received.
3) Clean Fraud: Clean fraud happens through stolen credit cards. The
stolen card and card holder’s information is used to commit the fraud
which looks like a legitimate purchases.
4) Phishing: Unethical collection of personal information of a regular
user by a fraud person through fraudulent SMS or email is called
Phishing (Bhardwaj & Kumar, 2022). This information are then used
to make an online purchase illegally or without the owner’s
knowledge. Most cases includes email or SMS demanding user ID,
passwords, credit card details etc before debiting bank account.
Where, the sender institution seems to be credible and authorised
claiming information due to a change in the system.
5) Triangulation Fraud: Triangulation fraud involves creating fake
online shop offering products at very low rates than usual which are
actually meant to confidential financial data of the customers. After
the consumer places the order, the criminal places orders of the real
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product from the real seller using the stolen financial information
making the actual consumer pay twice for the good.
6) Refund Fraud: In such fraud hacks, the fraudster makes purpose
overpayment using someone other’s credit card. Then the selling firm
is contacted to inform and trace back the accidental overpayment
asking for repayment. The fraud also blocks the credit card and
requests the firm to pay through any alternative method making the
firm repay the full amount along with the fact that the credit card does
not receive the actual payment.
7) Card Testing: Card testing fraud is a well-known fraud method for
which much awareness announcements has been made by the various
respective banks from time to time. It involves the practice of creating
and testing credit card validity in order to use it illegally. The
fraudsters’ calls acting as a banker of any common bank asking for
details of the card claiming that the expiration date of the card is
nearing and he/she will renew it instantly if the details are given to
them. Also the PIN (Personal Identification Number) of the
Credit/Debit card is asked by the holder along with OTP (One Time
Password). After getting the information, the customer receives the
SMS that the complete account has been emptied.
8) QR Scan Scam: This scam involves the QR Scan code sent by the
fraud in the form of customer to the seller while making the payment
which the seller is told to scan. As this activity is followed by the
sellers account show debit option, the fraud defends that some new
technical method has come up which requires this process to be
completed. As soon as the seller scans the QR Code, the account of
the creditor gets empty (Christensen & Low, 2003).
Impact on Attitude
The increasing rate of e-commerce fraud in online transactions definitely has

its negative effects on the financial status of the people as they probably lose
their hard earned money in seconds. Such financial blow hurts the
psychological as well as social strength of the person greatly. These strengths
include loss of self-esteem, needs of safety and security as per the Maslow’s
Hierarchy of motivation. Decreased motivation has the potential to reduce or
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tilt the trend or interest of consumers on online shopping. Apart from this,
increment in anxiety, stress and fear; development of guilt, worthlessness and
a hit on the power of resilience proving it to be a traumatic experience (Whitty
& Buchanan, 2016).
People may develop negative attitude towards online shopping and
transactions based on past experiences and also may not promote it further.
Such advancements are not in support of enhancing e-commerce rather may
work as future hindrance. Hence, major steps needs to be taken to remove the
fraud incidences in order to maintain strengthened e-commercial transactions
and digital marketing.
Detection and Safety: Safety from such high tech fraud systems needs the
consumers to increase their awareness and know more about the novel
methods to frauds as early as possible so that the consumer becomes capable
to defend themselves from getting into the clutches of fraudsters. Some
detection methods have been suggested below:
• First-time shoppers on an online website must have someone

experienced by their side.
• Large quantities of products must not be bought in a single go.
• Consumers must remain suspicious and curious regarding unusual
announcements like great sale, really early shipping, free vouchers
etc.
• Getting the delivery of goods to any suspicious address.
• The mismatch between shipping address and IP address of the
merchant or customer should be checked on rigorously
• Using multiple ATM cards on a single IP address should not be
overseen.
• Multiple transactions in a short amount of time should be noted and
enquired for.
• Never give personal details or confidential financial information.
• Shop only through verified original sites.
• Use fraud detection and management software.
• Fraud awareness sessions for employees and customers.
• Don’t follow the steps as told by the debtor.
• Multiple orders to the same account using different credit cards or
multiple purchases to a single credit card in a short time should be
checked.
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• Passbook updates should be made regularly.

• Phone numbers should match the billing address’s area code.
These initiatives can definitely help and safeguard an individual from

getting victimised by the online fraudsters and stay financially secured despite
of using online mode of transactions.
Conclusion
The increase in digital marketing has supported both the sellers and the buyers,
but it has also offered a playground to the fraud callers and hackers in aiming
their online victims in a variety of ways.Along with the various common types
of e-commerce frauds which regularly loot genuine customer and sellers, its
negative impact on the attitude towards online shopping and financial
transactions has been discussed. Negative attitude towards e-commerce is not
a green flag for any developing country making it a must to dal strictly with
the fraudsters and disabling them to carry out more technical ways of harassing
people. Hence, a lot of work is still required to increase the trust users in e-
commerce and support its futuristic growth.
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Editors’ Contact Information
Dr. Vikas Kumar

Central University of Haryana
Jant-Pali, Mahendergarh-123031
Haryana, India
[email protected]
Dr. Manju Lata

Chaudhary Bansi Lal University
Bhiwani - 127031
Haryana, India
[email protected]
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Index
A cash, 68, 77, 144, 148, 180, 202

cities, 118, 123, 140, 168, 172, 174, 175,
advertising, 2, 4, 5, 7, 9, 11, 16, 32, 33, 49, 176, 179, 182, 189, 190, 191
60, 73, 79, 99, 100, 102, 103, 104, 107, citizens, 47, 112, 120
108, 109, 146, 154, 163, 164, 170, 187 click-through rate (CTR), 15, 16
artificial intelligence (AI), v, viii, 33, 45, clients, 7, 10, 12, 19, 28, 30, 33, 38, 55, 66,
46, 48, 51, 52, 53, 54, 56, 57, 58, 59, 60, 70, 76, 80, 82, 83, 141, 144, 184
61, 62, 63, 64, 66, 69, 70, 71, 73, 75, 76, climate, 82, 126, 171, 195
77, 79, 81, 84, 85, 86, 87, 88, 192, 203 CLTV, 19
average order value (AOV), 6, 19 clustering, 74, 82, 87, 139
CLV, 19
B commercial, 2, 76, 139, 187, 198, 199, 202,
banking, 27, 30, 57, 63, 138, 158 206
banks, 30, 55, 85, 112, 201, 202, 205 communication, vii, 1, 27, 29, 46, 88, 94,
big data, 11, 12, 42, 56, 58, 62, 64, 65 97, 99, 109, 153, 162, 169, 176
blogs, 47, 65, 95, 96, 99, 110, 195 community, 114, 133, 144, 151, 157, 159,
brand image, 105, 160 162, 164, 173, 183, 203
brand loyalty, 47, 65, 70 company, 1, 2, 7, 10, 12, 13, 14, 15, 18, 20,
brick-and-mortar business, viii, 179, 194 26, 27, 29, 32, 33, 34, 35, 36, 37, 40, 41,
business environment, 28, 61, 86, 149, 164 42, 49, 60, 65, 69, 79, 85, 93, 95, 96, 97,
business function, 26, 51, 54 98, 99, 103, 107, 115, 117, 119, 122,
business model, vii, viii, ix, 20, 42, 142, 124, 125, 128, 129, 131, 132, 134, 139,
144, 150, 169 146, 152, 153, 157, 159, 160, 161, 166,
business processes, 25, 27, 40 168, 182, 183, 186, 188, 189, 190, 191,
business strategy, 91, 110 192, 193, 194, 202
buyers, 2, 10, 11, 12, 23, 47, 49, 84, 119, competition, 1, 12, 37, 107, 173, 182, 185,
120, 122, 127, 128, 140, 145, 147, 152, 199
160, 162, 180, 185, 187, 191, 198, 207 competitiveness, 2, 105, 170, 173, 175, 176
competitors, viii, 4, 8, 25, 34, 37, 38, 69,
71, 132
C
computer, 2, 51, 58, 75, 94, 193
campaigns, 4, 5, 8, 11, 16, 29, 33, 35, 36, computing, 27, 94, 169, 170, 207
38, 56, 91, 93, 95, 96, 98, 99, 100, 101, consumer, v, vi, viii, 1, 4, 5, 7, 10, 12, 13,
102, 160 17, 19, 20, 22, 28, 29, 36, 37, 43, 44, 49,
case study, 60, 89, 150, 177 51, 60, 65, 72, 85, 86, 93, 94, 97, 99,
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214 Index
103, 104, 105, 107, 108, 109, 110, 111, E

112, 116, 117, 119, 120, 121, 122, 123,
124, 125, 126, 127, 128, 129, 130, 133, e-business, v, vii, viii, 1, 3, 6, 8, 10, 21, 25,
143, 144, 146, 147, 148, 149, 151, 152, 27, 44, 45, 46, 48, 49, 50, 59, 60, 61, 63,
153, 155, 156, 157, 158, 159, 160, 161, 64, 86, 137, 138, 140, 141, 142, 143,
162, 163, 164, 165, 179, 180, 185, 186, 144, 146, 149, 164, 165, 179
191, 193, 194, 195, 197, 199, 200, 201, ecosystem, 143, 145, 169, 187
202, 203, 204, 206, 208, 209 education, 30, 41, 61, 98, 103, 114
consumer behaviour, 29, 108, 151, 157 e-loyalty, 151, 153, 156, 157, 158, 159,
consumer goods, 119, 121, 122, 123, 124, 160, 161, 162, 163, 164, 165, 166
125, 126, 129, 130 email, iv, 1, 3, 5, 9, 15, 16, 25, 45, 47, 49,
consumer loyalty, 72, 152, 153, 161, 162 58, 65, 71, 80, 91, 100, 110, 111, 116,
consumption, 27, 75, 94, 126, 173 137, 151, 167, 179, 192, 197, 199, 204
conversations, 32, 36, 38, 54, 67 employees, 3, 41, 55, 166, 188, 203, 206
conversions, 5, 6, 7, 8, 15, 18, 19, 20, 30, energy, 81, 171, 175, 203
36, 41, 47, 49, 55, 69, 98 entrepreneurs, 30, 133, 181, 183, 196
cost, vii, 10, 11, 19, 29, 33, 47, 93, 99, 118, environment, 61, 63, 75, 86, 91, 93, 98,
137, 152, 161, 179, 187, 191 101, 107, 150, 166, 168, 169, 170, 172,
Cost Per Acquisition (CPA), 19 190, 207
CRM, 5, 36, 37, 99, 100 e-tailers, 10
culture, vii, 13, 22, 43, 58, 62, 86, 108, ethics, 159, 165, 194
149, 166, 172, 183 evolution, 141, 176, 199
customer data, 30, 56, 68, 70, 193 expenditures, 20, 33, 121
customer life-cycle, 45
customer loyalty, viii, 45, 56, 152, 153, F
161, 164, 165 Facebook, 29, 33, 41, 48, 50, 55, 65, 80,
customer relations, 40, 99, 157 92, 96, 99, 106, 117, 183, 186, 192
customer service, 30, 32, 34, 36, 54, 66, farmers, 139, 142, 143, 144, 145, 147
69, 71, 84, 85, 158 finance and operations, 25, 29
financial, 6, 20, 27, 30, 39, 40, 47, 58, 72,
D 144, 145, 148, 161, 166, 175, 181, 183,
data analysis, 10, 41, 54, 74 197, 199, 200, 201, 202, 203, 204, 205,
data mining, 3, 12, 29, 32, 60, 75, 78 206, 207, 209
database, 99, 100, 139, 151, 153 food, 96, 117, 119, 120, 121, 122, 125,
destination, viii, 30, 129, 163, 167, 168, 126, 127, 129, 130, 131, 143, 149, 150,
170, 171, 172, 173, 174, 175, 176, 189 183, 188, 189, 191
detection, 27, 30, 69, 206 forecasting, 12, 53, 68
digital marketing, 29, 41, 43, 49, 63, 197, fraud, 11, 12, 27, 30, 51, 53, 59, 69, 77, 79,
198, 199, 200, 201, 206, 207 85, 86, 87, 88, 197, 200, 203, 204, 205,
digital media, 1, 58, 94, 121, 123 206, 207, 208
distribution, 31, 35, 38, 93, 118, 147, 172
G
goods and services, vii, 27, 185
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Index 215
Google, 6, 13, 23, 45, 50, 51, 52, 59, 76, intelligence, viii, 9, 10, 26, 27, 34, 35, 39,
96, 97, 102, 134, 183, 185, 192, 201 40, 41, 45, 46, 57, 58, 59, 61, 63, 66, 69,
Google analytics, 45, 52 71, 75, 80, 87, 88, 89
governance, 48, 174, 177 interface, 39, 52, 76, 197, 201
governments, 46, 138, 141, 142, 168, 169 internet shoppers, 2
growth, vii, viii, 2, 25, 27, 42, 45, 46, 65, investment, 11, 33, 43, 49, 69, 72, 96, 103,
71, 84, 88, 111, 112, 117, 118, 119, 121, 141, 168, 203
122, 123, 124, 125, 126, 129, 130, 132, issues, viii, 20, 22, 28, 39, 42, 53, 54, 61,
138, 141, 142, 152, 160, 168, 171, 172, 62, 69, 71, 72, 76, 77, 80, 87, 108, 109,
179, 180, 184, 187, 188, 190, 201, 207 116, 120, 125, 135, 149, 165, 171, 172,
173, 176, 177, 179, 182, 185, 196, 208
H
K
Hadoop, 12
health, 19, 61, 114, 134, 189, 190 key performance indicators (KPIs), 14, 20,
heatmaps, 10, 22 34
human, vii, 2, 13, 32, 53, 54, 58, 67, 73,
74, 81, 151, 168, 171, 199 L
learning, viii, 16, 58, 63, 65, 66, 67, 68, 69,
I
72, 73, 74, 75, 84, 85, 86, 87, 88, 185
identification, 5, 77, 169, 173 life cycle, 45, 48, 51, 57, 59
identity, 12, 103, 116, 204 logistics, 53, 85, 92, 114, 145, 147, 187
image, 7, 49, 50, 51, 53, 74, 105, 106, 115, loyalty, 56, 57, 59, 71, 72, 94, 106, 151,
157 152, 153, 155, 156, 157, 158, 159, 160,
income, 5, 74, 81, 113, 118, 121, 123, 144, 161, 162, 163, 164, 165, 166
181
individuals, 2, 26, 27, 28, 39, 46, 81, 82, M
83, 84, 121, 185, 199
industries, 28, 41, 66, 69, 70, 72, 80, 156, machine learning, viii, 51, 63, 65, 66, 67,
184, 187 68, 69, 73, 74, 75, 78, 84, 85, 88
industry, ix, xi, 2, 3, 6, 10, 14, 21, 28, 30, management, ii, 3, 12, 13, 28, 34, 35, 36,
33, 37, 41, 42, 57, 59, 65, 66, 69, 70, 72, 38, 40, 42, 43, 44, 50, 51, 55, 56, 57, 59,
77, 80, 81, 84, 85, 86, 93, 107, 108, 111, 61, 62, 63, 67, 68, 70, 71, 85, 86, 107,
119, 121, 124, 125, 126, 127, 130, 140, 117, 139, 149, 157, 159, 164, 169, 171,
150, 156, 164, 166, 168, 169, 170, 172, 172, 175, 176, 186, 206, 207
173, 180, 181, 183, 184, 187, 188, 195, mapping, 20, 49, 74
209 market information, 2
information technology, vii, 3, 170, 171, market share, 13, 29, 97, 111, 114, 120,
177 133, 201
infrastructure, 48, 76, 120, 168, 171, 172, marketing, 3, 4, 5, 7, 8, 9, 11, 15, 16, 17,
173, 175 19, 20, 22, 26, 27, 28, 29, 33, 34, 36, 41,
integration, 40, 45, 48, 55, 106, 150, 167, 42, 43, 44, 45, 46, 47, 48, 49, 50, 51, 52,
170, 174 56, 57, 62, 63, 70, 71, 79, 86, 91, 93, 94,
95, 96, 97, 98, 99, 100, 101, 102, 103,
104, 107, 108, 109, 110, 116, 117, 137,
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216 Index
139, 160, 164, 168, 172, 176, 184, 187, P

193, 194, 196, 197, 199, 200, 201, 206,
207 Pandemic, 22, 43, 60, 61, 63, 86, 108, 110,
marketing campaigns, 5, 8, 9, 11, 15, 16, 134, 164, 195, 196, 201, 204, 208
29, 36, 91, 93, 95, 98, 99, 102, 160 Pay-Per-Click (PPC), 3, 9
marketplace, 101, 129, 133, 139, 140, 141, performance indicator, 14, 15, 20, 34
142, 144, 148, 200 platform, viii, 10, 28, 30, 31, 33, 34, 35,
media, vii, 1, 2, 5, 6, 7, 9, 16, 25, 26, 27, 36, 37, 38, 55, 59, 60, 87, 93, 94, 97, 99,
28, 29, 30, 31, 32, 34, 35, 36, 37, 38, 41, 103, 111, 112, 121, 122, 125, 131, 133,
42, 43, 44, 47, 49, 50, 51, 58, 59, 68, 79, 137, 139, 142, 143, 145, 171, 183, 184,
82, 91, 93, 94, 96, 98, 99, 107, 117, 120, 201, 202
121, 123, 134, 138, 139, 140, 149, 170, policy, 75, 103, 139, 170, 177, 185
181, 183, 185, 187, 189, 192, 194, 200 population, 2, 26, 41, 44, 113, 115, 117,
medical, 23, 103, 185, 189 120, 123, 130, 138, 148, 185, 197, 199,
methodology, 82, 153, 154, 155, 159, 167 201, 203
metrics, vii, 4, 6, 7, 13, 14, 15, 16, 17, 18, predictive analytics, 12, 13, 30, 56
20, 32, 100 profitability, 9, 69, 84, 122, 152
Microsoft, 125, 129, 131 Promotion Channel Analysis, 11
mobile communication, 99, 104, 105 promotions, 3, 8, 10, 11, 12, 13, 17, 21, 28,
mobile device, 28, 50, 60, 93, 94, 95, 116, 40, 49, 97, 99, 183, 200
128 protection, 77, 146, 149, 172
mobile phone, 46, 91, 92, 93, 94, 95, 96, publishing, 34, 35, 139
97, 98, 100, 104, 169
music, 22, 43, 62, 86, 108, 119, 121, 124, R
127, 130, 194 real time, 12, 31, 39, 41, 47, 51, 98, 199
recommendations, iv, viii, 51, 56, 58, 65,
N 66, 67, 71, 84, 140
negative effects, 179, 188, 191, 205 reinforcement, 51, 66, 75, 87, 88
reinforcement learning, 51, 75, 87
researchers, vii, 3, 95, 106, 157, 168, 170,
O
173, 175
online business, 6, 12, 25, 42, 73, 76, 78, resources, 2, 96, 138, 144, 170, 171, 175,
82, 83, 91, 118, 140, 145, 147, 183, 184 195
online consumers, 2, 118, 131, 157, 158 retail, vii, 10, 12, 21, 22, 27, 28, 42, 44, 46,
online marketing, 7, 9, 30, 49 53, 58, 59, 80, 86, 91, 92, 107, 108, 110,
online scams, 198 111, 112, 113, 124, 126, 131, 150, 164,
operations, 11, 25, 27, 29, 30, 31, 39, 55, 165, 180, 186, 190, 191, 195, 201, 208
57, 58, 67, 72, 73, 85, 120 revenue, 7, 9, 12, 18, 28, 29, 30, 58, 97, 98,
opportunities, vii, viii, 9, 28, 37, 45, 58, 59, 99, 101, 103, 107, 118, 120, 122, 126,
61, 62, 68, 70, 94, 98, 107, 115, 142, 129, 131, 144, 145, 146, 152
148, 150, 168, 180, 182, 184, 195 risk, 27, 28, 30, 47, 51, 57, 58, 62, 64, 65,
optimization, 3, 5, 7, 13, 51, 97 103, 109, 146, 147, 148, 157, 190, 194
rural areas, 26, 41, 48, 118, 120, 123
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Index 217
S stakeholders, viii, 91, 139, 148, 168, 169,

170, 171, 173, 175, 179
safety, 150, 201, 205 statistics, 2, 7, 20, 23, 26, 34, 35, 42, 44,
Samsung, 125, 128, 131 71, 110, 120, 122, 125, 126, 127, 132
SEA, 111, 119, 123, 130, 133, 134 stock, 11, 12, 30, 68, 76, 81, 159
search engine, 3, 4, 8, 15, 17, 50, 93, 97, suppliers, 31, 39, 40, 145, 159, 194
185 supply chain, 1, 28, 29, 31, 38, 40, 68, 70,
Search Engine Optimization (SEO), 3, 15, 71, 85, 114, 137, 140, 141, 143, 144,
16, 34, 50, 140 145, 147, 150
security, 30, 58, 69, 103, 116, 151, 157, sustainability, viii, 42, 62, 143, 165, 167,
158, 159, 162, 173, 179, 197, 202, 203, 168, 169, 170, 171, 172, 173, 174, 175,
205, 208 176, 177, 178
seller, 11, 13, 68, 111, 116, 133, 140, 145, sustainable, vi, 22, 43, 86, 109, 134, 142,
152, 188, 153, 198, 200, 205, 207 149, 164, 167, 168, 169, 170, 171, 172,
service provider, 80, 100, 193 173, 174, 175, 176, 177, 178
service quality, 69, 156, 158, 162, 164, 166
services, iv, vii, 1, 7, 11, 29, 31, 47, 49, 50,
T
68, 80, 94, 95, 96, 99, 106, 112, 119,
120, 121, 124, 125, 127, 130, 140, 142, target, 7, 8, 13, 17, 32, 33, 37, 58, 91, 94,
143, 145, 147, 150, 152, 153, 158, 159, 100, 102, 104, 106, 138
162, 163, 166, 168, 169, 180, 185, 186, technological advancement, 20, 41, 182
193, 199, 202 technologies, 12, 20, 27, 30, 41, 48, 49, 51,
small business, 47, 95, 187 53, 69, 137, 138, 139, 141, 148, 168,
smart, vi, viii, 22, 43, 46, 62, 66, 86, 87, 169, 170, 171, 174, 180
89, 91, 92, 94, 109, 134, 149, 152, 163, technology, 4, 6, 8, 10, 12, 20, 27, 30, 33,
164, 165, 166, 167, 168, 169, 170, 171, 41, 45, 48, 49, 51, 53, 58, 59, 69, 70, 86,
172, 173, 174, 175, 176, 177, 178, 196, 88, 92, 107, 110, 111, 137, 138, 139,
208 141, 148, 150, 168, 169, 172, 173, 174,
smartness, 167, 172, 174, 175 181, 198
social and ethical aspects, viii, 179 theft, 12, 103, 204
social media, v, vii, 5, 6, 7, 9, 16, 21, 22, tourism, vi, viii, 23, 60, 119, 138, 151, 160,
23, 25, 26, 27, 28, 29, 30, 31, 32, 34, 35, 163, 165, 167, 168, 169, 170, 171, 172,
36, 37, 38, 41, 42, 43, 44, 49, 50, 51, 58, 173, 174, 175, 176, 177, 178
59, 60, 61, 62, 68, 79, 86, 91, 93, 96, 98, traffic, 4, 5, 6, 8, 10, 15, 16, 20, 21, 26, 36,
99, 107, 108, 117, 120, 134, 138, 139, 51, 81, 96, 112, 122, 128, 129, 131, 132,
140, 149, 170, 175, 177, 181, 183, 185, 146, 190, 191
187, 189, 192, 196, 200 transactions, 9, 20, 27, 30, 31, 41, 51, 53,
social media analytics tools, vii, 25, 28 55, 56, 59, 65, 69, 92, 93, 96, 107, 112,
social network, 27, 44, 65, 92 114, 117, 118, 121, 122, 123, 127, 133,
society, vii, viii, 2, 133, 160, 169, 179, 180, 144, 147, 153, 180, 190, 191, 193, 197,
181, 182, 183, 185, 188, 191, 195 198, 199, 200, 201, 202, 203, 205, 206,
software, 4, 21, 23, 33, 36, 38, 40, 95, 105, 207, 208, 209
199, 206
spending, 10, 29, 47, 93, 96, 119, 121, 122, U
123, 124, 125, 126, 127, 128, 130, 201,
209 urban, 26, 64, 118, 173, 176, 182
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218 Index
User Behaviour Analysis, 11 122, 125, 131, 151, 157, 163, 165, 187,
193, 195
V web analytics, vii, 1, 3, 4, 5, 6, 7, 8, 9, 12,
13, 15, 16, 20, 21, 22, 23, 34
video games, 119, 124, 127 webpage, 8, 16, 18
videos, 95, 97, 99, 105, 182, 183, 193 website, 1, 3, 4, 5, 6, 7, 8, 9, 10, 13, 14, 15,
visitor, 3, 5, 7, 14, 15, 16, 17, 18, 19, 20, 16, 17, 18, 19, 20, 21, 23, 49, 50, 51, 52,
31, 50, 66, 79, 95, 98, 103, 125, 128, 66, 67, 68, 76, 95, 97, 98, 100, 105, 116,
129, 168, 172, 174 119, 121, 124, 125, 128, 129, 131, 132,
145, 151, 155, 158, 160, 162, 163, 164,
W 165, 181, 182, 186, 187, 193, 194, 206
web, vii, viii, 1, 3, 4, 5, 6, 7, 9, 12, 13, 14, worldwide, 2, 23, 27, 42, 44, 46, 48, 92,
15, 16, 20, 21, 22, 23, 30, 37, 38, 73, 77, 98, 109, 110, 118, 124, 131, 144, 180,
80, 81, 83, 84, 91, 98, 100, 103, 112, 184, 195
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The Future of E-Commerce

Book · November 2022

Vikas Kumar Dr. Manju Lata

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Emerging Trends in Global Organizational Science Phenomena:

More information about this series can be found at

The Future of E-Commerce

NOTICE TO THE READER

Library of Congress Cataloging-in-Publication Data

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Published by Nova Science Publishers, Inc. † New York

Preface .......................................................................................... vii

Chapter 9 Smart Tourism as a Sustainable Strategy

Developments in information and communication technologies have touched

customers, analysing reports, tracking performance, and performing

support the positive attitude of customers. This chapter conceptualizes the

Finally, we cannot forget to mention our parents and family members,

Dr. Vikas Kumar

Dr. Manju Lata

With the futuristic trends of e-commerce, it is becoming increasingly

In terms of communication and information sources, there has been no larger

In: The Future of E-Commerce

important expansions in human history. Heterogeneous media with the largest

Web Design and User Interaction Efficiency

This comprises the design, functionality, presentation/layout content, and user

applications. It also allows for the identification of user preferences and

Figure 1. The web analytics process.

According to Singal & Kohli (2016) a heatmap displays sections of a

Nanda and Kumar, 2021). These characteristics permit traffic sources to be

Web Analytics Insight into E-Business

List of the Most Popular Pages and Content

Determine Who Your Customers Are

Optimization of the Conversion Rate

A website’s “conversion rate” (the proportion of visitors who take a desired

Boost the Impact of Advertising on Social Media

Observe the Bounce Rate

Marketing Campaigns May Be Tracked and Analyzed

For internet businesses, it is possible to measure marketing campaigns’

Integration of Web Analytics with E-Commerce

Web analytics is increasingly becoming a part of the intelligence architecture

Forecasting Demand and Profitability

To Drive the Promotion Plan, We Need to Identify Trends

Pricing Price Elasticity

and internet locations, will be priced using an insight-driven approach thanks

For Merchants, Analytical Services

Identification of Fraudulent Activities

distinguish between new and returning clients in order to tailor promotions to

Detection and Prevention of Financial Crimes

Promotions That Are More Relevant to the Right Customers

Various forms of interaction include asking for input, signing up for a

Visibility of the Supply Chain

Innovations in New Products, Markets and Business Models

Web Analytics Metrics

Measuring and Defining Results

Key performance indicators (KPIs) may be used to determine whether or not

ISBN: H%RRN