The Dynamics of Online Retailing

Retailing includes the business activities involved in selling goods and services to consumers. The changing retail landscape includes technology and e- retailing. The e-retail revolution has come up with huge opportunities and advantages both for the marketer as well as the consumer. Consumers are shopping on the go, at the lowest prices possible. India's urban population has contributed immensely to the growth of the online market in the country. Thus, there is a lowered cost due to not having to pay shop rent and wages of people working in the actual store for the retailers. Aretailer must therefore sharpen the focus of outreach efforts & should try to overcome limitations of retailing online and must use technology to convert "touch and feel" information into "look and see". Retailer should also understand the changing Retail Industry dynamics and try to develop a business model for proper online retailing. Thus, this paper tries to show the dynamics of online retailing.