Shift of brick and mortar store retailers towards ecommerce

Abstract

Interactions in the real world shopping are mainly based on face‐to‐face activities between consumers and service personnel’s, interactions in electronic commerce take place mainly through the retailer’s Web site. By 2020, India’s market for Business to Business (B2B) e-commerce is expected to reach US$ 700 billion. E-tailers very well recognize that greater understanding of customers’ convenience can enhance customer satisfaction and retail performance. This article through light on the competitive threat it poses to the brick-and-mortar retail industry.