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Capstone Project Report

mba finanace (MKSSS's Cummins College of Engineering for Women)

Studocu is not sponsored or endorsed by any college or university

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FINAL RESEARCH REPORT

ON
“A COMPARATIVE STUDY ON E-COMMERCE MYNTRA V/S AJIO”

MBA / Code – FINAL RESEARCH REPORT

SUBMITTED IN PARTIAL FULFILMENT

FOR THE REQUIREMENTS OF THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION (MBA)

INSTITUTE OF DISTANCE & ONLINE LEARNING

CHANDIGARH UNIVERSITY, DISTT MOHALI

PUNJAB

SUBMITTED TO: SUBMITTED BY:

Institute of Distance & Online Learning Vikrant Choudhary

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MBA Programme UID:D20MBA11646

Chandigarh University MBA-Batch -JULY 2020
Dist. Mohali, Punjab

DECLARATION

I hereby declare that my Report titled

“A COMPARATIVE STUDY ON E-COMMERCE MYNTRA V/S AJIO”
is a bonafide record of the project work which I have submitted to Institute of Distance Education and
Online Learning, Chandigarh University in partial fulfillment of the credit requirements for the degree of
Master of Business Administration is my authentic work. This project report has not been copied,
duplicated or plagiarised from any other paper, journal, document or book and has not been submitted to
any educational institute or otherwise for the award of any certificate, diploma, degree or recognition.

This is an authentic piece of work and in case there is any query regarding the same, I shall be held
responsible for answering any queries in this regard.

Name of student: VIKRANTCHOUDHARY

UID No. D20MBA11646
Place
Date

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AKNOWLEDGEMENT

It is a matter of pleasure for me to thank all the persons who have contributed directly or indirectly
towards the successful completion of my report with the title “ON “A COMPARATIVE STUDY ON
E-COMMERCE MYNTRA V/S AJIO”
At the very outset, I would like to offer a token of heartfelt gratitude to the management and teachers at
Institute of Distance and Online Learning at Chandigarh University for granting me a learning opportunity
on how to work towards a report.

This acknowledgement would not be complete without expressing gratitude to my family and friends who
have stood by me through all the trying hours, dilemma and panic.

With much appreciation and gratitude

VIKRANT CHOUDHARY

UID No- D20MBA11646

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ACKNOWLEDGEMENT

I would like to express my gratitude and application to all those who gives us possibility to complete this
report.
Special thanks’ due to the Vice Chancellor DR. S.P. GUPTA, Head of the Department DR.
VEERALAKSHMI B. (PROFESSOR) COLLEGE OF BUSINESS STUDIES, DR.
SUDHIR KUMAR GAUR, (ASSISTANT PROFESSOR) COLLEGE OF BUSINESS
STUDIES, my supervisor DR. SACHIN CHAUHAN, (ASSISTANT PROFESSOR)
COLLEGE OF BUSINESS STUDIES, all my teachers, guides and my family whose help
stimulating, suggestion and encouragement helped us in all time of fabrication process and in
writing this report.
I would also like to acknowledge much appreciation that crucial rate of our faculty member who are
always there to guide us and for our motivations.

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CERTIFICATE

This is certified that the major project entitled “A COMPARATIVE STUDY ON E-COMMERCE:
MYNTRA V/S AJIO” submitted in partial fulfillment of the award of MBA programmed of School of
Business, COER University, Roorkee, was carried out by Harshit Chaudhary under my guidance. This
project report has been carried out anti-plagiarism check as per University guidelines under my presence.
The originality of the project report is 92 percent.

DR. SACHIN CHAUHAN

(ASSISTANT PROFESSOR)
COLLEGE OF BUSINESS STUDIES
COER UNIVERSITY

II

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REPORT OF PLAGIARISIM

III

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DECLARATION

I hereby declare that the project entitled “A COMPARATIVE STUDY ON E-COMMERCE:

MYNTRA V/S AJIO” Being submitted by us at College Of Business Studies, COER University,
Roorkee. I hereby also declare that this project work is our original work. The matter embodied in this
project report has not been submitted to any other Institution or University for the award of any degree,
diploma, certificate etc.

IV

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Harshit Chaudhary (212014024)…………………………..

Place: ROORKEE
Date............. /01/2023

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INDEX

S.R. NO. TITLE PAGE NO.

i. ACKNOWLEDGEMENT I

ii. CERTIFICATE II

iii. REPORT OF PLAGIARISIM III

iv. DECLARATION IV

v. CHAPTER - 1 6-12

1.1 INTRODUCTION 7

1.2 HISTORY 8

1.3 MYNTRA 9

1.4 AJIO 10

iv CHAPTER - 2 13-14

2.1 LITERATURE RIVEIW 14

2.2 RESEARCH GAP 14

v. CHAPTER - 3 15-16

3.1 OBJECTIVES OF THE STUDY 16

3.2 RESEARCH METHODOLOGY 16

vi. CHAPTER - 4 17-23

4.1 FINDINGS 18

vii. CHAPTER - 5 24-25

5.1 CONCLUSION 25

viii BIBLIOGRAPHY 26

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CHAPTER – 1

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1.1INTRODUCTION:

Electronic commerce (electronic commerce) is the activity of electronic purchase or sale of products on
online services or over the Internet. E-commerce draws on technologies such as mobile commerce,
electronic funds transfer, supply chain management, Internet marketing, online transaction processing,
electronic data interchange (EDI), inventory management systems, and automated data collection systems.
E-commerce, in turn, is driven by the technological advancement of the semiconductor industry and is the
largest sector of the electronics industry.

E- commerce typically uses the web for at least part of the transaction lifecycle, although it may also use
other technologies such as email. Typical e-commerce transactions involve the purchase of products (such
as books from Amazon) or services (such as music downloads in the form of digital distribution such as the
iTunes Store). There are three areas of e-commerce: online retail, e-marketplaces and online auctions. E-
commerce is supported by e-business. The existential value of e-commerce is to enable consumers to shop
online and pay online through the Internet, which saves time and space for customers and businesses, greatly
improves transaction efficiency, especially for busy office workers, but also saves a lot of valuable time. E-
commerce businesses may also use some or all of the following:

• Online shopping for direct-to-consumer retail via websites and mobile apps and conversational
commerce via live chat, chat bots and voice assistants;
• Providing or participating in online marketplaces that process business-to-consumer (B2C) or
consumer-to-consumer (C2C) sales by third parties;
• Business-to-business (B2B) buying and selling;
• Collection and use of demographic data through web contacts and social media;
• B2B electronic data interchange;
• Marketing to potential and established customers by e-mail or fax (for example, through
newsletters);
• Involvement in pretail for the launch of new products and services;

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• Online financial exchanges for currency exchange or business purposes.

There are five basic categories of e-commerce:

E-COMMERCE

BUSINESS TO
BUSINESS TO BUSINESS TO CONSUMER TO CONSUMER TO
THE
BUSINESS CONSUMER BUSINESS CONSUMER
GOVERNMENT

1.2HISTORY

In the United States, the California Electronic Commerce Act (1984), passed by the Legislature, and the
more recent California Privacy Act (2020), passed through a popular ballot proposal, specifically govern
how electronic commerce can be conducted in California. In the US as a whole, e-commerce activities are
more broadly regulated by the Federal Trade Commission (FTC). At the international level, there is the
International Consumer Protection and Enforcement Network (ICPEN), which was formed in 1991 from
an informal network of government fair trade customer organizations. The purpose was to find ways to
cooperate in solving consumer problems associated with cross-border transactions in goods and services
and to help ensure the exchange of information between participants for mutual benefit and understanding.
From this emerged Econsumer.gov, an initiative of ICPEN since April 2001. It is a portal for reporting
complaints about online and related transactions with foreign companies. In India, the Information
Technology Act, 2000 governs the basic applicability of e-commerce. There is also the Asia- Pacific
Economic Cooperation (APEC) was established in 1989 with the vision of achieving stability, security and
prosperity of the region through free and open trade and investment. APEC has an Electronic Commerce
Steering Group and is also working on common privacy regulations across the APEC region.

IMPACT ON MARKETS AND RETAILERS

E-commerce markets are growing at a noticeable pace. The online market is expected to grow by 56%
between 2015 and 2020. In 2017, e-commerce retail sales worldwide reached US$2.3 trillion, and e-retail
sales are estimated to reach US$4.891 trillion in 2021. Traditional markets expect only 2% growth over the
same period. Brick-and-mortar retailers are struggling because of online retailers' ability to offer lower
prices and greater efficiency. Many larger retailers are able to maintain an offline and online presence by
linking physical and online offerings. E-commerce allows customers to overcome geographical barriers and
allows them to purchase products anytime and from anywhere. Online and traditional markets have different
business strategies. Traditional retailers offer less product range due to shelf space, where online retailers

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often hold no inventory but ship customer orders directly to manufacturing. Pricing strategies also differ for
brick-and-mortar and online retailers. Traditional retailers base their prices on store traffic and inventory
holding costs. Online sellers set prices based on delivery speed.

IMPACT ON CUSTOMERS

E-commerce brings convenience to customers because they don't have to leave home and just browse
websites online, especially to buy products that are not sold in nearby stores. It could help customers buy a
wider range of products and save customers' time. Consumers are also empowered through online shopping.
They are able to research products and compare prices between retailers. With the practice of user ratings
and reviews from companies such as Bazaar voice, Trust pilot, and Yelp, customers can also see what others
think of a product and decide whether they want to spend money on it before making a purchase. Online
shopping also often provides a sales promotion or discount code, making it more cost- effective for
customers. In addition, e-commerce provides detailed product information; even the staff at the store cannot
offer such a detailed explanation. Customers can also view and track their order history online.

THE GROWTH OF E-COMMERCE

E- commerce has come a long way since CompuServe launched in 1969.Driven by changes in technology
and global circumstances; e-commerce is growing and shows no signs of stopping.

• Online sales are expected to reach 22% of global retail sales by 2023, up from 14.1% in 2019.
• It is estimated that by 2024, digital wallets will account for more than half of total e-commerce
payment volumes.

Amazon will account for 39.5% of all US retail e-commerce sales in 2022, or nearly $2 out of $5 spent
online.

1.3MYNTRA:

Myntra is a major Indian fashion e-commerce company based in Bangalore,

Karnataka, India. The company was founded in 2007-2008 to sell
personalized gift items. In May 2014, Myntra.com was acquired by
Flipkart. In May 2022, Myntra launched an express delivery service on its
app, offering a unique experience on the fashion and beauty platform. This
service allows shoppers to receive orders for products marked with the "M- Figure 1: LOGO OF MYNTRA

express tag" on the listing page within 24-48 hours of purchase.

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Founded by Mukesh Bansal along with Ashutosh Lawania and Vineet Saxena; Myntra sold personalized
gift items on demand. In the first years, it operated mainly on the B2B (business-to-business) model.
Between 2007 and 2010, the site allowed customers to personalize products such as T-shirts, mugs, mouse
pads, and more. In 2011, Myntra started selling fashion and lifestyle products and moved away from
personalization. By 2012, Myntra offered products from 350 Indian and international brands. The website
launched the brands Fast track Watches and Being Human. In 2014, Myntra acquired Flipkart in a deal
worth ₹2,000 crore (US$250 million). Two major joint shareholders Tiger Global and Accel Partners
influenced the purchase. Myntra operates and operates independently. Myntra continues to operate as a
separate brand under the ownership of Flipkart, focusing primarily on "trendy" consumers. As of 2014,
Myntra's portfolio included about 1, 50,000 products from over 1,000 brands with a distribution area of
around 9,000 PINs in India. In 2015, Ananth Narayanan became the CEO of Myntra. On 10 May 2015,
Myntra announced that it would shut down its website from 15 May and serve customers exclusively
through its mobile app. The service has already discontinued its mobile website in favor of an app. Myntra
justified its decision by saying that 95% of its website traffic came through mobile devices and 70% of its
purchases were made on smart phones. The move received mixed reception and resulted in a 10% drop in
sales. In February 2016, Myntra acknowledged the failure of the "app-only" model and announced that it
would revive its website. In September 2017, Myntra negotiated rights to manage 15 Esprit Holdings offline
stores in India. Myntra posted a net loss of ₹151.20 million in the 2017–18 financial year. In January 2021,
Myntra changed its logo after a police complaint was registered that the logo resembled a naked woman.
The complaint was filed by a woman named Naaz Patel, who runs an NGO called Avesta Foundation.

ACQUISITIONS AND INVESTMENTS

In October 2007, Myntra received its seed funding from Erasmic Venture Fund (now known as Accel
Partners), Sasha Mirchandani of Mumbai Angels and several other investors. In November 2008, Myntra
raised nearly $5 million from NEA-IndoUS Ventures, IDG Ventures and Accel Partners. Myntra raised $14
million in a Series B funding round. The investment round was led by private equity firm Tiger Global;
existing investors IDG Ventures and Indo-US Venture Partners have also put in significant amounts to fund
Myntra. Towards the end of 2011, Myntra.com raised $20 million in its third round of funding, again led
by Tiger Global. In February 2014, Myntra raised an additional $50 million (Rs 310 million) from Premji
Invest and several other private investors. In April 2015, Myntra acquired Bangalore-based mobile app
development platform Native5 to strengthen and expand Myntra's mobile technology team. In July 2016,
Myntra acquired mobile content aggregation platform Cubeit to strengthen and expand its technology team.
In July 2016, Myntra acquired its rival Jabong.com to become India's largest fashion platform. In October
2017, Myntra tied up with the Ministry of Textiles to promote the handloom industry. In April 2017, the

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company acquired InLogg, a city technology platform for the e- commerce sector. In April 2018, Myntra
acquired Bangalore-based start-up Witworks, a wearable device maker, to strengthen its technology team.
In August 2018, Myntra acquired Mumbai-based start-up Pretr Online Services Pvt. Ltd., an end-to-end
omnichannel platform for retail.

1.4AJIO:
AJIO is a ecommerce segment of Reliance Retail. Reliance Retail
is an Indian retail company and a subsidiary of Reliance Industries.
Founded in 2006, the company is India's largest retailer by revenue.
Its retail stores offer food, grocery, clothing, footwear, toys, home
improvement products, electronic goods and farm tools and inputs.
In addition to physical stores, the company also sells products on its
e- commerce channels. It has 280,000 employees at 16,700 store
locations. In September 2020, it was announced that US investment Figure 2: LOGO OF AJIO

firm Silver Lake had bought a 1.75% stake in Reliance Retail for ₹7,500 million (US$940 million), valuing
the business at ₹4.28 trillion (US$54 billion). ). On 23 September, it was announced that KKR had bought
a 1.28% stake for ₹5,500 million, valuing the business at ₹4.28 trillion or $58 billion.
In October 2020, Singapore's GIC bought a 1.22% stake for US$752 million, while TPG acquired a
0.41% stake for US$250 million, giving Reliance Retail a pre-money valuation of US$58.5 billion. In
2022, Reliance Retail launched fashion stores under the Azorte brand under which it sells footwear, fashion
accessories, home and beauty products. Reliance Retail had a turnover of ₹337 billion in the 2016–17
financial year. Reliance Retail reported sales of ₹450 billion for the nine months ended December 2017 for
the financial year 2017–18, an increase of over 90% over the previous period. The company also posted a
profit of ₹7 billion for the period. In the 2019-20 financial year, the company reported revenue of ₹ 1.62
trillion and EBITDA of ₹ 9,654 crore, up 55.7% year-on-year.
AJIO, a fashion and lifestyle brand is a Reliance Retail digital initiative and is the ultimate fashion
destination for hand-picked, on-trend styles at the best prices you'll find anywhere. Celebrating fearlessness
and uniqueness, Ajio constantly strives to bring a new, current and accessible perspective on personal style.
At the heart of it all is Aji's philosophy and initiatives pointing to one simple truth - inclusivity and
acceptance as the only way to make our society a little more human. And a little more stylish at the same
time, whether it's creating capsule collections that make it easy to put together great looks, bringing
exclusive international brands to life in one place, reviving India's rich textile heritage through the India
Collection, or creating great style with easy shopping. through its own brand AJIO Own. With advanced

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internet infrastructure built by JIO and robust physical retail built by Reliance Retail, it is creating a
differentiated e-commerce model for India through AJIO. This model will include seamless integration of
online and offline models while innovating superior customer experience, delivery services and payment
system. AJIO is the fashion and lifestyle brand of India's leading telecom and retail chain Reliance
Industries. AJIO brings customers the best in fashion at the best prices. Offering handpicked and unique
styles to its customers, the brand has today become the ultimate fashion destination for millions of its
customers. Launched in 2016, the brand is giving tough competition to giants like Amazon and Flipkart,
mainly because of the business model it has adopted. Reliance used the business model used by Alibaba,
typically the O2O model, to be introduced and its online retail store.

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CHAPTER-2

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2.1LITERATURE REVIEW:
1. Das, K. and Ara, A., 2015. Growth of e-commerce in India. Growth, 2(4). The topics covered
include the terms study of commerce, key drivers of growth, market growth potential, investment,
retail market, logistics infrastructure, internet regulations, key challenges and future of ecommerce.
2. Chanana, N. and Goele, S., 2012. Future of e-commerce in India. International Journal of
Computing & Business Research, 8. In this paper they found that the Overall E-Commerce will
increase exponentially in coming years in the emerging market of India.
3. Panigrahi, C.M.A., Upadhyaya, R. and Raichurkar, P.P., 2016. E-commerce services in India:
prospects and problems. International Journal on Textile Engineering and Processes, 2(1).It raises
key challenges that are being faced by consumers relating to e-commerce viz., Ethical issues,
Perceptions of risk in e-service encounters, challenges for e-business education and legal system.
4. Washisht, R. and Mahesh, C.J.D., 2020. A comparative study of customer satisfaction of Myntra
and Ajio. European Journal of Molecular and Clinical Medicine, 7(8), pp.5820-5828.The overall
study reveals that the E-Commerce customers are mostly satisfied with price, delivery safety,
returns and refunds, quality of product, authenticity of brand, after sale service (customer support)
and e-commerce service quality and perceived value..
5. Peddinti, Z.P., 2022. A Comparative study of analysis of the Myntra & Ajio E-businesses Websites
using Usability Method to Evaluate. This study gives various aspects influence the performance of
e-business websites, particularly usability or the simplicity by which users may use the website.

2.2RESEARCH GAP
• Deviation between the factors acquires and proposed for the study that is Covid-19 pandemic and
comparison between two established factors.
• Special E-commerce sites are considered for the study to ascertain the result upon the comparison.
• Differentiation between the sales, usability and success.
• Ascertained the impact of covid-19 on e-commerce with special reference to e-commerce site.
Study upon the specific segment within the established time period.

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CHAPTER-3

3.1 OBJECTIVES OF THE STUDY:

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OBJECTIVE 1: To determine the competitive strategies used to penetrate in the market.

OBJECTIVE 2: To ascertain the impact of Covid-19 in terms of sale and competition

3.2 RESEARCH METHODOLOGY:

A research method is a specific process or process used to identify, analyze and analyze information on a
topic. In the research paper, the methodology section allows the student to critically evaluate the overall
suitability of the research and reliability. The Process section answers two key questions: How was data
collected and generated? How was it analyzed? This study is mainly aimed at E-commerce and Impact. The
analysis aims to draw attention to potential, impact and differentiation. Number of tools and analytical tools
used to achieve this goal. As a first tool, the authors use an analysis of the actual object. This study used a
second data collection method. And the sample is collected online with researched papers. The survey
collected from secondary sources to find solutions to all the questions resolved in the findings. We found
some similar and different responses from different sources and features. This study contains the qualitative
approach to reach the finding in the proposed way where we use secondary data from different sources that
give us the gaped research which has to be defined. This study also contains quantitative data of sale and
different factors from secondary sources which evaluates the comparison degree of the study.

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CHAPTER-4

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4.1FINDINGS:
A research project's main outcomes are what the project proposes, presents, and discloses. As
opposed to conclusions or recommendations taken from the results, this usually refers to the total
amount of the results.
I. OBJECTIVE 1: Over the study, we found the some major impact of the competitive strategies on
the product, services and usually the marketing strategies. Generally speaking, there are
different factors established to ascertain the consumer attention and success creation.
a) System Health Visibility: The system health Visibility is a web-based management tool
with a mobile application that is used at public primary system health care and visibility
to capture and monitor system help availability.
b) Match between the system and the natural world: It is preferable to use simple words,
ideas, and concepts that are recognizable to consumers instead of terms that are mutually
exclusive.
c) User control and freedom: Consumers often make simple mistakes and change their
minds. Allow users to cancel the stream and return to the original status of the system or
to stop the stream and return to the original status of the system.
d) Consistency and standards: It is important to simplify a method or service to avoid
causing confusion among the audience by expressing the same idea multiple times
through words, actions, suggestions, or circumstances.

Figure 3: [4]

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Figure 4: [4]

e) Prevention of Errors: The basic definition of E-commerce platforms is to prevent

malfunctions or circumstances that could affect a consumer's decision to buy incorrectly
or in an undesirable way.
f) Flexibility and efficiency of use: The system must be designed so that both beginners
and experts can use it.

Figure 5: [4]

g) Aesthetic and minimalist design: Consumers should only receive relevant and
necessary information; extraneous information devalues the value of what is needed. In
apps, words, images, graphics, and videos can be used to communicate ideas.

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h) Help and Documentation: Even if a service or method is designed to be easy to use

without assistance, we still need to provide support and guidance to consumers.

Figure 6: COMPARISON OF LOGIN/ SIGNUP INTERFACE OF AJIO AND MYNTRA

II. OBJECTIVE 2: As a result of the study and our research, we identified some influencing
factors that show the impact of Covid-19 pandemic on E-commerce segment. The COVID-
19 pandemic has had far-reaching economic consequences, including the COVID-19
recession, the second largest global recession in recent history, a reduction in services sector
trade during the COVID-19 lockdown, the stock market crash of 2020, which included the
largest one-week stock market decline since the financial the 2007-2008 crisis and the impact
of COVID-19 on financial markets, the global supply chain crisis of 2021- 2022, the spike
in inflation in 2021-2022, shortages related to the COVID-19 pandemic including global
chip shortages in 2020, panic purchases and pricing. This led to governments providing an
unprecedented amount of stimulus. The pandemic was also a factor in the 2021–2022 global
energy crisis and the 2022 food crisis. The pandemic increased sales in e-commerce. As

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more people stayed at home, both by decision and through government restrictions, brick-
and-mortar purchases declined. On the other hand, e-commerce grew by 34% during 2020
and in 2021 surpassed levels not expected by 2025

to reach $843 billion in 2021 in the US. Despite persistent differences between countries,
the covid-19 crisis has increased the dynamics of the e-commerce landscape across countries
and expanded the scope of e-commerce, as well as through new firms, client segments (e.g.
elderly) and products (e.g. colonial). The pandemic has caused a change in the way shoppers
behave and conduct their activities and has directly moved the e- commerce industry, so e-
commerce prosperity has grown significantly during the pandemic lockdown. The impact of
the epidemic on transportation and manufacturing has affected e-commerce. Customers will
consider whether the goods can be shipped on time and delivered on time, and these factors
will influence their choice. Under the current epidemic conditions, some online sellers using
e-commerce features are deceiving consumers. The problems and shortcomings that these e-
merchants have revealed in the epidemic situation further push e-merchants towards a more
mature and regulated path. Social media plays a huge role, Facebook and e-commerce
companies' own websites are the fastest growing sales channels since the start of the covid-
19 crisis. Global e-commerce revenue is expected to reach $6.5 trillion by 2023, up from
$3.5 trillion in 2019.

All the people who have

used digital platforms
for their use during the
lockdown must have a
different opinion in
response to users related
to digital platforms, the
use is

Figure 8: [8] related to their

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Figure 7: [8]
convenience, subscription, online meeting or session tools, health related applications, etc.
A surge in online sales has
been observed in India
during the COVID-19
pandemic. The highest
growth is in beauty, wellness
and personal care at 295
percent, while the lowest
growth was in food

and grocery at 15.6 percent. Figure 9: STATISTA REPORT

Online shopping sales in

India will reach approximately USD 67 billion in 2021. The e-commerce market is likely to grow
to more than $145 billion by 2025. The e-commerce market in India is the fastest growing market
in the world.
In fiscal 2017, electronics led the retail market with a penetration rate of about 20 percent. In terms
of groceries, however, local offline vendors or kiranas continued to be the preferred choice for
everyday groceries due to ease of negotiation and benefiting from the 'old customer' tag with extra
rations as a vendor gesture. However, the number of online shoppers in the country is estimated to
grow to over 220 million in 2025, up from 80 million in 2017.

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Figure 10: STATISTA REPORT

The outbreak of the corona virus in March 2020 caused a sharp increase in prices across e-
commerce platforms. Panic shopping has led to shortages of hygiene and food products online and
in physical stores across the country. As online consumption continued to grow, unscrupulous
sellers raised the prices of some items. Amazon and Flipkart, India's two e- commerce market
leaders, have urged sellers and even blocked some products to charge responsible prices.
Manufacturers increased production to keep up with the supply of fast- moving goods. Given the
uncertainty surrounding the impact of COVID-19, manufacturers and retailers are likely to have to
work in unison to navigate the unprecedented demand and supply scenario.

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CHAPTER-5

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5.1 CONCLUSION:
This study believes that most of the customers believe that Myntra is the best website which has a better
user interface (UI) than the other two. This study helps to find out the various digital platforms that were
used during the lockdown phase. Also if all digital platforms were future proofed or not? How people felt
about using e-commerce applications to buy goods online. Did they feel safe shopping if some of the people
were shopping online, all of which products they ordered at different stages of the lockdown? With the
advancement in technology, more and more people are moving to e-commerce platforms for shopping.
However, retaining old and attracting new customers is not as easy as it seems on an online platform. If an
internet retailer wants to satisfy their customers and be successful in the online market, they must have a
clear idea of their customers and their needs. Keeping a satisfied customer is a very difficult task, especially
when the competition is huge and customer expectations are high. The key factors driving this growth are
the rise in internet usage (up 20 percent) and 3G penetration and the growing number of Smartphone users
with mobile internet availability. There are currently an estimated 27 million mobile internet users in India,
of which 4 percent purchase products on mobile.

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BIBLIOGRAPHY:

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First we want to tell you that our complete project is based on secondary information and data refining
that are taken from secondary sources.
Link is given below:
• Wikipedia: https://en.wikipedia.org/wiki/E-commerce https://en.wikipedia.org/wiki/Myntra
https://en.wikipedia.org/wiki/Reliance_Retail
https://en.wikipedia.org/wiki/Economic_impact_of_the_COVID-19_pandemic
• BigCommerce: https://www.bigcommerce.com/articles/ecommerce/#growth-of-ecommerce
• Reliance Retail: https://relianceretail.com/ajio.html
• Studiousguy: https://studiousguy.com/ajio-business-model/
• Statista: https://www.statista.com/statistics/1286709/india-covid-19-impact-on-e-
commerce- sector-by-categories/ https://www.statista.com/statistics/255359/online-retail-
sales-in-india/ Reference:
[1] Panigrahi, Ashok and Upadhyaya, Ranjan and Raichurkar, P.P., E-Commerce Services in India:
Prospects and Problems (January 31, 2016). International Journal on Textile Engineering and
Processes, Vol 2, Issue 1, 2016.
[2] B. Galhotra and A. Dewan, "Impact of COVID-19 on digital platforms and change in E- commerce
shopping trends," 2020 Fourth International Conference on I-SMAC (IoT in Social, Mobile,
Analytics and Cloud) (I-SMAC), 2020, pp. 861-866, doi: 10.1109/I- SMAC49090.2020.9243379.
[3] Washisht, R. and Mahesh, C.J.D., 2020. A comparative study of customer satisfaction of myntra
and ajio. European Journal of Molecular and Clinical Medicine, 7(8), pp.5820-5828.
[4] Peddinti, Z.P., 2022. A Comparative study of analysis of theMyntra & Ajio E-businesses Websites
using Usability Method to Evaluate.
[5] Panigrahi, C.M.A., Upadhyaya, R. and Raichurkar, P.P., 2016. E-commerce services in India:
prospects and problems. International Journal on Textile Engineering and Processes, 2(1).
[6] Ara, Affreen. (2015). Growth of E-Commerce in India. nternational Journal Of Core Engineering
& Management (IJCEM). Volume 2. 25.
[7] Chanana, N. and Goele, S., 2012. Future of e-commerce in India. International Journal of
Computing & Business Research, 8.

[8] Kitukutha, N.M., Vasa, L. and Oláh, J., 2021, June. The Impact of COVID-19 on the economy and
sustainable e-commerce. In Forum Scientiae Oeconomia (Vol. 9, No. 2, pp. 47-72).
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