Abstract:

The proliferation of mobile/smartphone usage in India has revolutionized the e-commerce landscape, transforming the way consumers shop, interact, and transact online. This empirical investigation aims to explore the impact of mobile/smartphone usage on e-commerce in India, examining the factors that influence consumer behavior, adoption, and retention. A mixed-methods approach was employed, combining both qualitative and quantitative data collection and analysis methods. A survey of 1,000 respondents was conducted, supplemented by in-depth interviews with 30 e-commerce experts and consumers. The results reveal that mobile/smartphone usage has a significant positive impact on e-commerce adoption, with factors such as convenience, accessibility, and mobile-friendly interfaces influencing consumer behavior. The study also identifies key challenges, including concerns about data security, limited digital literacy, and inadequate infrastructure. Furthermore, the findings highlight the importance of mobile optimization, personalized marketing, and seamless payment gateways in enhancing the e-commerce experience. This research contributes to the existing literature on e-commerce and mobile commerce, providing valuable insights for e-commerce businesses, policymakers, and stakeholders seeking to leverage the potential of mobile/smartphone usage in India's rapidly evolving e-commerce market.

Keywords:

Mobile/smartphone usage, E-commerce, Consumer behavior, Adoption, Retention, Mobile commerce Digital literacy, Data security, Mobile optimization

Aim/Objectives

Methods