A Comparative Study on Factors Shaping Buying Behaviour on B2B and B2C E-Commerce Platforms in India

Pradyut V. Hande, Debleena Ghosh, Atin Govil


The retail landscape in India has undergone a stark metamorphosis over the years. Traditional “Brick and Mortar” style retailing is facing staunch competition from the rapid emergence of e-commerce platforms. Having aligned themselves to ever evolving consumer sensibilities, these robust platforms are revolutionizing the Indian retail industry like never before. Our research revealed that while the ease/method of payment and a value driven return policy take precedence in B2C markets, various bulk purchase options are given due importance in B2B e-commerce markets. Moreover, on-time delivery is a common critical factor/parameter common to both markets. In a nutshell, e-commerce appears to be the future with regards to both B2B and B2C markets. However, the onus is on the e-commerce platforms to offer a holistic retail experience whilst carving a niche for themselves in an increasingly cluttered market.

Keywords: Brick and Mortar, Competition, Consumer Sensibilities, e-commerce, India, Retail

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