What Do We Know and How Much Do We Know About the Intricate Relationship Between Price Discounts and Financial Performance of Online Sellers in India

Abstract

Purpose: Retailing has become the backbone of economies worldwide, and is the employer of the majority. Today retailing has become a necessity for consumers for the seamless digital shopping experience it is providing today. This review focuses on technological advancements, changing consumer preferences, and economic shifts that have shaped the growth of retailing from offline to online.

Design/Methodology/Approach: The interpretivism approach is used to reach the research objective and derive conclusions without bias through content analysis.

Finding/Result: Online retailing has undoubtedly become the consumer's first preference for shopping because of the various benefits and privileges offered to them by these platforms. It is not only the mere success in sales but also the e-retailing that has significantly focused on customer satisfaction by offering diversified products at an affordable range making them the most preferred option for the shopping experience by the customers. There is relatively scant evidence to support general assertions concerning the price discounts (cause) offered by online sellers/external brands (unit of analysis) on an online marketplace (E-retailers/Online retailers) and their financial performance (effect).

Originality/Value: Various researchers have studied in the view of the success or growth pattern of offline and online retail. This research has tried to find out the research gap and make it an objective for further research.

Paper Type: Content analysis