INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)

ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025

A Study on the Challenges and Avenues of E-Retailing in Haryana

Dr. Manoj Kumar, Dr. Harish Kumar, Ms. Indra Sharma, Dr. Vicky Likhar

Jaipur National University, Jaipur

DOI : https://doi.org/10.51583/IJ L T EMAS.2025.1411000113

Received: 09 December 2025; Accepted: 16 December 2025; Published: 24 December 2025

ABSTRACT

E-retailing has changed the retail environment in India. Consumer's attitude towards shopping has been changed

with the introduction of internet. Due to Internet world has become a small village. The e-retailing website is the

primary door of the online store that interacts between the e-retailer and consumers. The electronic retailing (e-

retailing, internet retailing etc.) is the way of selling goods using electronic media, in particular, the internet.

Providing the customers more comfort and convenience to purchase the goods. In India, the use of mobile

phones, internet adoption, and the availability of low cost data plans have contributed in the growth of e-retailing.

The close of physical stores in COVID-19 epidemic has also increase the growth of eretailing in India. As a

result, customers start shopping through online. However, the expansion of e-retailing has also brought many

difficulties, such as the effect on conventional brick-and-mortar merchants, worries about data privacy, and the

requirement for a strong logistics and supply chain infrastructure. In this research paper the authors propose to

explore the profile of e-retailing customer’s and to investigate conceptually the challenges and the avenues

involved in e- Retailing.

Keywords: - E-commerce, Internet, E-Retail, E-Shops.

INTRODUCTION

Indian retail sector is undergoing a process of transformation. Indian retail has been dominated by small retailers,

and most Indians prefer to purchase their products from these outlets. The Indian retail sector can be divided into

two categories: organized and unorganized. The organized retailing includes supermarkets, hypermarkets, and

malls. These are professionally managed stores and provide variety of products and services under one roof.

These retail stores are operating their business on self-service model (Sengupta, 2008; Ramkrishnan, 2010).

The unorganized retail stores dominates the market of Indian retailing which includes the small family-owned

stores (Halepete, Iyer & Park, 2008; Ramkrishnan; 2010). Unorganized retailing in India is operated and

managed by family members and these stores do not have corporate kind of management (Kalhan, 2007; Saraogi,

2006). These retailers offer products at reasonable prices to the consumers (Halepete et al., 2008; Ramkrishnan,

2010; Srivastava, 2008;).

Retail Scenario in India

Retailing is the business activities involved in selling goods and services to consumers for their personal, family

or household use (Berman & Evans, 2001). It is business activity that put value to the products and services and

sold to consumers for their personal and family use (Levy & Weitz, 2007). Retail scenario in India is changing

with the increasing awareness of consumers. This is evident from the growth of organized retail sector. The

Indian retail sector is the second largest employer after agriculture (Sinha & Uniyal, 2007).

E-Retailing

With the growing adoption of Internet and E-Commerce, E-Retailing is emerging very fast as an convenient way

of retailing in Indian market. Considering that website is an inexpensive way of doing businesses and thus

creating differentiation in products is very difficult for E –Retailer’s as compare to store retailers. Kalia (2017)

states that E-Retail market place is very competitive. This leads E-Retailers to work very hard in order to get

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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

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ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025

customer’s satisfaction by providing customer’s preferred goods and services. As stated by Kotzab and

Madlberger (2001), Internet has become a channel for doing retail. In other words, success of E- Retailing

depends on the efficiency of services provided by E–Retailers and resolving customer’s issues efficiently

occurred either during, before or after an order is delivered to customers Bhattacharjya, Ellison, & Tripathi

(2016).

In Support of E - Retailing adoption by customers, Razak, Ilias., & Rahman (2009 ) states that E -marketers need

to enhance customer’s online experience by providing them differentiated services in terms of web site

atmospherics, timely processing of order, pricing strategies , CRM services in order to gain customers’s attention

towards E-Retailing.

REVIEW LITERATURE

The electronic retailing (e-retailing, internet retailing etc) is the way of selling products through electronic media

with the help of internet. There is a growth in the online retailers, which provide consumers a varity of

alternatives and new information (Merrilees & Fry, 2009). E-retailing offers opportunities not only to developed

but developing countries also (Panagariya, 2000). Fenech and Cass, (2011) inspected the variables like products,

price, website, customer satisfaction, web security. The use of information technology has improved the way

consumers search for information and how they purchase (Heim and Sinha, 2005, Ranaweera et al, 2008).

Maintaining a competitive advantage for retailing companies rely on the firm’s investments in new information

technology (Roussos et al; 2003 & Saura et al., 2009). Technological developments in e-retailing will improve

the use of computers by using sensors and microchips (Murakami and F ujinuma, 2000; Pfeifer, 2003; Roussos

et al., 2003; Acauisti, 2006; Kurkovsky and Harihar, 2006).

The online shopping market is shared by pure e-retail players and multi-channel retailers. Pure players are the e-

retail companies that do not have physical presence and sell their products through internet (Rao et al., 2009).

On the other hand multi-channel retailers, have the physical presence with online services (Burt and Sparks,

2003). Enders and Jelassi (2000) and Chen and Leteney (2000) predict that pure players will be recognise the

importance of physical presence and conventional stores and will venture into a multi-channel mode.

There is very limited research is available which focus on e-retailing in India. One study showed that proper

information about the online shopping such as product features, warranties, customers feedback, complaints are

the important factors that affect the confidence among Indian consumers (Kiran et al. 2008).

Indian consumers were more willing to disclose their personal information on internet as compared to US

consumers (Gupta et al., 2010). Beyond traditional shopping orientation, researchers aimed at developing a

demographic profile of shoppers (Gillett, 1970). Other studies examined attitudes towards non-store shopping

(Bickle and Shim, 1993). Monsuwe (2004) proposed that online shopping intentions are not only affected by

usefulness and enjoyment but also by situational factors, previous online shopping experience, and trust with the

E-Retailers. On the other hand, Bonera (2011) stated that online purchase intention is influenced by ease of

playfulness, security and usefulness. Kazemi, Belenj, & Dolatabadi (2012) revealed that product information,

trained sales force, handling order, technical services, timely delivery and complaint handling, as the main factors

to provide satisfaction towards E-Retailing. The study also suggested that E- Retailers has to increase

participation, interaction and engagement for customers in their E-Retail websites. Rowley (1996) proposed that

still a lot of work need to be done to improve services delivered through E -Retailing including financial security

, protection of customer database and the overall service quality. Therefore, providing quality services through

E-Retailing should be the priority of marketers to gain customer’s confidence and satisfaction.

RESEARCH METHODOLOGY

This chapter contains the research methodology used in conducting the study. The purpose, significance of the

study, sampling method, collection of data, area of the study and statistical techniques used to analyze the data

as well as classification of chapters have explained. Hacker and Sommers (2011) defined research methodology

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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

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ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025

as a description of what the activity of research is, how to carry it on, how to measure its progress and what

constitute its success.

Area of study and sampling

Government of Haryana has divided the state into six administrative divisions or zones (Rohtak, Hisar, Ambala,

Gurgaon, Karnal and Faridabad). Each administrative division has following districts in it.

Rohtak: - Rohtak, Jhajjar, Sonepat, Bhiwani, Charkhi Dadri.

Hisar Division: - Hisar, Jind, Fatehabad and Sirsa

Ambala Division: - Ambala, Kurukshetra, Panchkkula, Yamunanagar.

Gurgaon Division: - Gurgaon, Rewari, Mahendargarh.

Karnal Division: - Karnal, Panipat and Kaithal.

Faridabad Division: - Faridabad, Palwal and Nuh.

All the six administrative zones of the state have been covered and from each zone two cities have been selected

by using random sampling for the purpose.

Objectives of the study

1. To find out the profile of e-retailing customers

2. To find out the opportunities of e-retailing

3. To find out the challenges faced by e-retailers

Data Collection

The study was based on primary data collected through a questionnaire. Data was collected from respondents

with knowledge of online retail by interacting and contacting them at their residence and working place. Data

was collected with an assumption that they would provide right and complete information about E-Retailing.

Before filling the questionnaires the respondents were made clear about the objective of the study. While

conducting the survey, the respondents from all walks of life were included like gender, age groups, income

levels, occupation, residence, marital status and of educational level. Data from 200 respondents were collected

but only 170 responses were found fit for the further analysis.

Statistical tools used for data analysis

To achieve the objectives of the study the following statistical techniques have been used.

Frequency and percentage

Frequency is the simplest statistical technique which describes the number of responses on one part of the scale.

Frequency table simply explains the distribution of respondents of different categories. The number range of the

percentage method is zero and maximum is hundred (Malhotra& Das, 2011). Both frequency distribution and

percentile method were applied in the present study to know the demographic and geographic profile of the

respondents.

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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

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Unmarried

29.41

Respondents

170

100

Total

Source: Primary Data

The demographic information includes gender, age, education, occupation, income, status of residence and

marital status of the respondents and is furnished in table 4.1. Out of the 170 respondents, there are 110 (64.70

%) male and 60 (35.29 %) female respondents in the survey. The maximum respondents are in the age group

of 30-40 (42 %) followed by the respondents of age group of 20-30 (20.58 %). The respondents of age group

of 40 to 50 years comprises (14.7 %) and the age bracket 50-60 years make 12.94 percent of the total survey.

The younger lot of up to 20 years of age, comprises only 10.58 percent of the total respondents. As far as

education level of the respondents is concerned, majority of them are graduates (44.11 %) followed by post-

graduates (38.23 %) and up to 12^thstandards are only 17.64 percent.

In case of occupation, students (44.11 %) dominate the profile followed by private sector employees (29.41

%) and government sector employees contribute (11.76 %). The respondents in form of business contribute

8.8 percent while farmers (5.8 %) have a meager number. The middle income respondents i.e. the bracket of

Rs. 20,000 to 50,000 comprise 44.11 percent of the total respondents whereas the income group of up to

Rs.10,000 and Rs. 10,000 to 20,000 contains 20.58 percent respondents. The income bracket of Rs. 50,000 to

1,00,000 comprises 14.70 percent respondents. In case of location of residence of the respondents, it is heavily

skewed (76.47 %) towards urban people whereas only 23.52 percent respondents belong to rural areas.

Majority of the respondents (70.58 %) are married and (29.41 %) respondents are unmarried as far as their

marital status is concerned.

Opportunities of e-retailing

• Increase in the number of Internet users and online buyers

India now have around 200 million internet users, every year there is an estimated increase of 5 million internet

users every month. The important factors that contributed to the increase in internet users is the spread of broad

band connectivity across the country. In 2013, the fast internet connectivity is around 15.13 million. Government

is talking initiatives to increase the spread of broad band connections. This will improve the accessibility of

internet for common people.

• Lower Operating Costs

Online stores save money on rent, electricity, staff, and physical inventory display. These savings increase profit

margins and help retailers offer competitive pricing.

• Data-Driven Decision Making

Retailers can analyse customer behaviour, buying patterns, reviews, and preferences to plan marketing, pricing,

and product strategies.

• Personalised Shopping Experience

Using data analytics, e-retailers can offer personalised recommendations, targeted promotions, and customised

ads, improving customer engagement and loyalty.

• Smart phone revolution and Mobile Internet

The smartphone revolution and mobile internet have opened major opportunities for e-retailing by enabling

customers to shop anytime, anywhere with just a few clicks. Easy access to mobile apps, digital payments,

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and social media has expanded the customer base and increased online sales. Together, they make online

shopping faster and more convenient.

Challenges faced by e- retailers

• Logistics

Logistics plays a key role in the success of e-retailers. Timely delivery and other priority services are the

biggest challenges for online retailers in our country. Moreover cost of logistics is also high due to lack of

adequate infrastructure.

• Poor Internet speed

One of the major problem in e-retailing is the slow speed of internet connection which can affect the prospects

of online retail in long run. . This may compromise users’ access to shopping platforms and online transaction

systems, ultimately leading to a decline in customer engagement and purchase activity on digital retail portals

• Customer Trust and Loyalty

Indian online retailers lack trust among the customers. Even though we have trusted players like Flipkart,

Myntra etc, other retailers were not up to the mark. The entry of foreign online retailers like Amazon has

forced Indian players to enhance customer loyalty. Flipkart has started an initiative called Flipkart first which

provides same day delivery, priority customer services, free shipments and exclusive offers.

• Cash on Delivery and Returns management

Cash on delivery and Returns management has emerged the mode of payment by online customers. This has

created certain issues for online retailers. Some of the logistics providers extra charges from the customers

which can affect the retail business in long run. Delay in remittances of the Cash collected by logistics

providers from customers can reduce the working capital for online retailers. Another important issue faced

by online retailers is the customer returns and how to handle it.

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