National capital region and Bangalore are preferred locations for establishment of their headquarters. They operate with lean manpower and functional departmentalisation except Flipkart which employs massive 10,000 plus employees and prefers to recruit generalists. Their marketing strategy essentially includes social media and internet. Due to FDI restrictions all top e-retailers under this study except HS18 prefer marketplace model in pure/hybrid form and earn revenue through transaction fee. It is observed that online retail is a meager 0.5% of overall retail in India and future potential is huge. Six major e-retailers are compared on the basis of monthly traffic data obtained from.
Thoughtful insights on business model components of top e-retailers based in India have been achieved through content analysis of reliable books, reports, journals and the web.
