Social Buying: A Trend or Obsolescent in the Indian E-Tail Industry?

Prasad Vasantrao Kulkarni, Joel Gnanpragash


The phenomenal growth of social networking and e-tail industry has carved new paths for customer’s purchasing. Their peer network’s reviews, recommendations and advantages exerted pressure to adopt social shopping techniques. Further, success of Group On and Living Social has forced e-tailers to place buy button on their social networking channel’s general page as well as on their social profile page. This paper examined the precursors and derivatives of social buying initiatives on e-tail companies in India.

The conclusive research’s primary data collected from 178 cities of India and 22 cities across the world. The researcher has conducted online interview using Google forms for 1111 respondents using the simple random sampling method.

The research data found that Whatsapp is the preferred media channel followed by Facebook, Pinterest, and Twitter etc… Further, analysis has shown that customers used company links and buy button for shopping. However, Customers were unhappy with return management and product delivery. Apart from this, Customers began paying digitally. Yet, cash on delivery is the preferred mode.

Social buying has occupied niche in the Indian e-tail market. However, these e-tailers need to address the return and delivery management issues affecting their service quality. Researcher observed that Group Onand Living Social model has not yet adopted in India and there is a scope for these companies to build business model in the similar line. This will result in reduction of ordering cost and increase the efficiency in return management.

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