“E commerce is a level playing field, enabler and a disruptive

innovation”

Yes I agree to the statement stated above, reason being-

E commerce is a level playing field which mean that the E commerce provide equal and fair
chance to all the merchants and sellers after the new rule implemented by the government to
help the sellers to have equal opportunity
Earlier there used to be unfair opportunity for the small sellers but after the implementation
of new FDI e- commerce policy which state that-
 The policy for e-commerce bars companies from selling products exclusively on their
online portals. Online entities with foreign investments cannot offer products sold by
retailers in which they hold equity stake.
 It also orders online e-commerce giants including Amazon and Walmart-owned
Flipkart from stocking a quarter or 25 per cent of their inventory from a single vendor
which means that the vendor could sale only 25 per cent of any good.
 The government's new FDI rule has also banned such online marketplaces from
manipulating the price of products or offer deep discounts which will help the small
vendors.

Disruptive innovations have two important characteristics. First, they typically present a
different package of performance attributes. Second, the performance attributes that
existing customers do value improve at such a rapid rate that the new technology can later
invade those established markets (Bower & Christensen, 1995). Disruptive innovations
introduce a very different package of attributes from the one historically valued by
mainstream customers, and they often perform far worse along one or two dimensions
that are particularly important to those customers. For example, e-commerce still needs to
improve the performance of several attributes, such as transaction security, system
reliability, privacy, and trust.

E commerce as enabler
E-commerce enabler is a business that provides an end to end ecommerce service to another
business that is trying to sell its products in a country.

The Enabler will usually provide services such as supply chain and fulfilment through to
technical services like website development and marketing.

There is a huge range of these businesses out there with a wide range of success and
reliability.

If we talk in context of Indian market then there are many players present such as-

o Digital assets as the input into the business transformation process : A firm that
exploits the Internet should build and utilize its digital assets (Rayport & Sviokla,
1995), which is all the information about its customers, in order to provide value
 across many different and disparate markets. In the digital economy, information is a
source of revenue and every business is an information business (Earl, 1999).
Therefore, a firm should use information to create new businesses and/or reinvent
customer relationships through the implementation of virtual value chain (Rayport &
Sviokla, 1995).
o ShopX

ShopX provides mobile and web applications for offline retailers to go online and for
consumers to access products and services from these retailers. The applications are
targeted at cities and towns other than the metros. Offers Retail App, enabling
retailers to offer a wide variety of products, services, apps and content to their
customers. The company aggregates demand from retailers and allow to sell the
products without maintaining a physical stock.

o Virtual display of merchandise :General online merchandise stores (e.g.,

Amazon.com) and all purposes business-to-business mega exchanges can offer
enormous variety without building huge physical display areas that rack up costs and
alienate many shoppers. Therefore, upgrading the physical aspects of the supply chain
to match the speed and complexity of the e-commerce environment to reduce order-
to-delivery time to customers is vitally important.
o Speed and frequency of changes. Change is fast and frequent in the digital economy.
Firms in every industry must learn to adapt quickly to changing business and
economic environments. Adaptation in a turbulent environment means watching for
the next wave that is coming, figuring out what shape it will take, and positioning the
company to take advantage of it (Arthur, 1996).
o Industry boundary. Value generated in Internet-enabled business transcends
traditional industrial sectors. A firm or business ecosystem (Gossain & Kandiah,
1998) or business web (Tap Scott, Ticoll, & Lowy, 2000) must provide unique (and
customized) "solutions" (as opposed to single product or service) to individual
customers.
o Meesho

Meesho is a social product discovery and commerce platform. It allows users to

browse, share and sell products on multiple social media platforms like WhatsApp,
Facebook and Instagram. Its platform is an online marketplace which connects
resellers and individual sellers with raw material suppliers and end customers.
Resellers can create customized catalogues of products using its mobile app which
can be shared with buyers. Buyers can also register on its mobile app. Its features
include payment gateways, logistics and supply chain management and others.

o There are some innovative techniques which has been used in ecommerce of
Indian market.

India’s e-commerce market recently was center of a lot of attention when global giant Wal-
Mart Inc announced that it will pick up a majority stake in India’s largest online retailer
Flipkart. This is world’s biggest ecommerce deal by value and has set the ground running for
more investments to follow in the coming years with a focus on categories like online
grocery, fintech and furniture. This would also mean that supply chain and logistics would
get a big boost and at the end customer will the real gainer. In the coming days, shopping
online is going to get more convenient now and consumers can expect a faster delivery and
competitive pricing of products and services.

Aided by the spike in internet consumption, thanks to the prevailing data tariffs across the
country, e-commerce is fast gaining momentum and has become an essential element of our
daily life. With every passing day, newer platforms are sprouting up in the dotcom trading
arena, thereby enlarging the size of the dish to an all new level. Prompt customer-care
service, after sale grievance handling, easy returns and attractive discounts have ensured that
more and more customers are taking to online shopping now. Consumers today are not
hesitant to order big-ticket items such as AC’s, Fridge, TV and even furniture online.

With the market perfectly poised, here are a few trends that are expected to flourish
throughout 2018 and continue into 2020.

Same Day Delivery Will Become a Norm: The time between placing the order to receiving
the delivery will reduce further and, in most cases, same day delivery will become a new
norm. Customers hate the waiting time and one thing that tops their wish list when shopping
online is same day or faster delivery options. Although this is a tough expectation to manage
for the retailers, its implementation will guarantee more traffic at the shopping website than
ever before. To ensure convenience and safety of shopper’s money, quick turnarounds and
easy return, as well as refund policies, needs to be guaranteed.

Less Text Clutter, More Visuals: Shoppers prefer simple interface with easy accessibility
and navigation while shopping online. If they feel the need to think about it and ask others,
they simply prefer to move onto to other options as they lack the time and there is a plethora
of options open for them. Customers prefer more of visuals and video options over text
clutter as they are both easy to understand and be remembered. Hence, the future will see the
shopping portals with more simple home pages, striking visuals and extremely simple
navigation bars with least of text clutter in the websites.

Increased Use of Voice & Video Recognition: With artificial intelligence (AI) and
technologies such as Alexa, Siri, and Google Home in place, consumers want to upgrade their
online shopping experience and use voice instead of text. In some of the developed countries,
one can easily give orders and check status at Dominos stalls through their voice. The online
shopping channels across the globe are also making efforts to enable the same at the earliest.
According to a study, the upcoming year will witness around 33% of consumers giving voice
commands while shopping online.

Same Day Delivery Will Become a Norm: The time between placing the order to receiving
the delivery will reduce further and, in most cases, same day delivery will become a new
norm. Customers hate the waiting time and one thing that tops their wish list when shopping
online is same day or faster delivery options. Although this is a tough expectation to manage
for the retailers, its implementation will guarantee more traffic at the shopping website than
ever before. To ensure convenience and safety of shopper’s money, quick turnarounds and
easy return, as well as refund policies, needs to be guaranteed.

Less Text Clutter, More Visuals: Shoppers prefer simple interface with easy accessibility
and navigation while shopping online. If they feel the need to think about it and ask others,
they simply prefer to move onto to other options as they lack the time and there is a plethora
of options open for them. Customers prefer more of visuals and video options over text
clutter as they are both easy to understand and be remembered. Hence, the future will see the
shopping portals with more simple home pages, striking visuals and extremely simple
navigation bars with least of text clutter in the websites.

Ecommerce as disruptive innovation

E commerce helped the small vendors to sell their products in market and to reach any part of
the country to sell their product. Earlier the sellers used to sell their product in their locality
only but with the help of E commerce they had got the exposure and opportunity to sell their
products.

In addition, e‐commerce revenue models and strategies are also discussed. Based on the
analytical framework developed by this research, this paper discusses the five essential
steps for e‐commerce success. They are: redefine the competitive advantage; rethink
business strategy; re‐examine traditional business and revenue models, re‐engineer the
corporation and Web site; and re‐invent customer service. E‐commerce planners and
strategic managers will be able to use the framework to analyze and evaluate the critical
successful factors for e‐commerce success.