Vol: 1, Issue: 1 2011

Page: 095-102

Opportunities and Obstacles of Consolidation of E-Commerce: An Analytical Study of Some Major Brands

Dr Virendra Nath Gupta

Clearly India is moving towards consolidation as the mergers and acquisitions have grown by 187% in 2010 as compared to the previous year. Also, 2009 witnessed merger and acquisition deals worth $310 million compared to $108 million in 2010.Consolidation will play a major role in reaching the $100 billion revenue target of the Indian E-Commerce industry. This paper aims at provide an insight into the impact of consolidation of the B2C E-Commerce industry from a customer/consumer perspective. The different factors that led to the consolidation of E-Commerce in India will be evaluated initially. Further, various case studies will be considered and their success and failure reasons will be analysed. Based on the secondary data an attempt will be made to bring out an insight into the future trends in the industry due its consolidation. The entire paper is customer centric and evaluates the advantages and disadvantages to the customer due to these changing trends in the industry.