A comparative study on factors shaping buying behaviour on B2B and B2C E-commerce platforms in India

The retail landscape in India has undergone a stark metamorphosis over the years. Traditional “Brick and Mortar” style retailing is facing staunch competition from the rapid emergence of e-commerce platforms. Having aligned themselves to ever evolving consumer sensibilities, these robust platforms are revolutionizing the Indian retail industry like never before. Our research revealed that while the ease/method of payment and a value driven return policy take precedence in B2C markets, various bulk purchase options are given due importance in B2B e-commerce markets. Moreover, on-time delivery is a common critical factor/parameter common to both markets. In a nutshell, e-commerce appears to be the future with regards to both B2B and B2C markets. However, the onus is on the e-commerce platforms to offer a holistic retail experience whilst carving a niche for them in an increasingly cluttered market.