E-Commerce industry in India is showing galloping upward increase in its market capture and profit generation in the present decade. The ever-high trajectory of growth is a clear indication of shift of majority population of India to online transactions and shopping. Consumers prefer the ease and convenience offered by the online shopping channels. Currently, India has around 690 million (2021-22) Internet users and is ranked globally 2nd in internet usage. With such statistics, it seems, the Internet revolution is in full swing in India. Online transactions and business have become an integral part of many in India. The increase in penetration of internet in the country has moved from 27% to 50% in the same period. Further, the traffic on e-Commerce sites has also registered a growth pattern of 69.4% order volume growth in FY 2021 to 73.6% faster GMV growth in FY 2022; showing an increase of 2.5% growth in average order value in online shopping by consumers and retailers. The transaction pattern of consumers has changed drastically over years. This paper is an attempt to study this change in consumer preferences and how it has affected the overall e-Commerce industry in India. This change sequence has an add-on feature of sales with sustainable products and services at large. This involves innovative ideas of sustainability in sale and purchase with health safety and security of personal profile.
KEYWORDS: E-Commerce, Consumer Preferences, Online Transactions, Sustainable, Innovation
Green Consumerism.
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