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International Journal for Research Trends and Innovation
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ISSN Approved Journal No: 2456-3315 | Impact factor: 8.14 | ESTD Year: 2016
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Impact Factor : 8.14
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| Paper Title: | From Stores to Screens The Rise of E-Commerce and Its Impact on Traditional Retail in India: A Decade-Long Review (2014–2024) |
| Authors Name: | PARUL VERMA , MANOJ KUMAR |
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IJRTI_206244
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| Published Paper Id: | IJRTI2509058 |
| Published In: | Volume 10 Issue 9, September-2025 |
| DOI: | |
| Abstract: | Abstract The e-commerce industry in India has witnessed exponential growth over the past decade, transforming consumer behavior and reshaping the retail landscape. With the proliferation of internet-enabled smartphones, increased access to digital payments, and aggressive marketing by major players, online shopping has transitioned from an urban luxury to a Pan-India phenomenon. This study provides a comprehensive decade-long review (2014–2024) of the rise of e-commerce platforms and their cascading impact on traditional retail businesses in India. Using exclusively secondary data collected from industry reports, government publications, and academic literature, the research explores critical aspects such as shifts in consumer preferences, rural-urban adoption divides, category-wise spending patterns, and the technological and infrastructural underpinnings driving this evolution. The paper further examines how digital literacy, payment systems like UPI, and the influence of social media and influencer-led marketing have changed the buying journey. Key findings reveal that while e-commerce has empowered consumers with convenience, variety, and competitive pricing, it has also led to significant disruption in the unorganized retail sector. Many small-scale retailers face existential threats due to changing consumer loyalties, price wars, and lack of digital integration. The COVID-19 pandemic served as an inflection point, with lockdowns forcing even the most reluctant users and vendors to shift online. Features like same-day delivery, AI-based recommendations, and personalized offers have further deepened user engagement. This paper concludes by highlighting the urgent need for inclusive digital literacy programs, regulatory policies ensuring fair competition, and hybrid retail models that blend the strengths of both traditional and digital platforms to create a resilient retail ecosystem that benefits all stakeholders. |
| Keywords: | Keywords: E-commerce, Traditional Retail, Online Shopping, Consumer Behavior, India, Digital Transformation, Urban-Rural Divide, COVID-19, UPI, Mobile Commerce, Retail Disruption, Digital Literacy, Hybrid Retail Models. |
| Cite Article: | "From Stores to Screens The Rise of E-Commerce and Its Impact on Traditional Retail in India: A Decade-Long Review (2014–2024)", International Journal for Research Trends and Innovation (www.ijrti.org), ISSN:2455-2631, Vol.10, Issue 9, page no.a508-a520, September-2025, Available :http://www.ijrti.org/papers/IJRTI2509058.pdf |
| Downloads: | 0001463 |
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2456-3315 | IMPACT FACTOR: 8.14 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.14 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
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Published Paper ID: IJRTI2509058
Registration ID:206244
Published In: Volume 10 Issue 9, September-2025
DOI (Digital Object Identifier):
Page No: a508-a520 Country: ROHTAK, HARYANA, INDIA Research Area: Commerce Publisher : IJ Publication Published Paper URL : https://www.ijrti.org/viewpaperforall?paper=IJRTI2509058 Published Paper PDF: https://www.ijrti.org/papers/IJRTI2509058 |
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ISSN: 2456-3315
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