• Arun Kumar Singh
• Dr P Thirumoorthi

The Information and Communication Technology (ICT), has become an important factor of economic growth and an enterprise’s performance. Over a period of time the ICT impact has moved from mere digitization of manual processes using computers to an enterprise being completely digital. Social media, Mobility, Artificial Intelligence, Analytics or Big Data, Cloud infrastructure, IoT Augmented reality and Virtual reality (AR/VR) have created opportunities for existing enterprises to transform and also new digital enterprises to be born. The choice for the enterprise business leaders is to either completely or partially adopt the digital technologies available to excel and create competitive advantage. The opportunity is to have completely digital supply side which also makes in just-in-time (JIT), have a completely digital demand side or market place where the sales and marketing happens purely on digital platforms. With a mix of old and new age buyers, a mix of physical and digital channels on the sales side is often seen. The disruptive changes in the ICT have forced enterprises to continuously change their business processes. In nutshell, these changes have led to evolution of modern eCommerce. E-commerce is the activity of buying or selling of products on online services or over the Internet. Simply put, E-commerce is doing business online and electronically. Electronic commerce draws on technologies such as mobile commerce, electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems Wikipedia. In this era of digital transformation, ecommerce industry is a shining star. ECommerce business in India, as per Statista, grew from USD 18.03 billion in 2017 to 22.14 billion in 2018. In 2019 the ecommerce revenue is estimated to reach 27.34B and be 51.24B by 2023. eCommerce has almost become omnipresent across industries from healthcare to real state, public transport to F&B, financial services to groceries. Of course retail is where the highest traction is seen. This paper attempts to understand the eCommerce growth drivers and the macroeconomic environment through brief PEST analysis and then look at the emerging trends. The evolution in technology fueling the eCommerce is going to continue and hence the digital enterprises will have to continuously change to sustain their competitive advantage. This trends study should help an enterprise initiate future transformation discussion, technology companies to plan their product and service offerings and enterprise architects to plan future enterprise architectures.

Digital transformation, ICT, Computer Networks, E-commerce, Internet, Traditional commerce, Challenges, Opportunity, Trends, Online, Growth Factor, growth drivers, PEST, online, offline, Phygital, Retail, Artificial intelligence, Virtual reality, Channels, digital payment, hyper-local logistics, analytics-driven customer engagement, digital advertisements

"eCOMMERCE IN INDIA: EMERGING TRENDS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.379-384, May-2019, Available :http://www.jetir.org/papers/JETIR1905C54.pdf

"eCOMMERCE IN INDIA: EMERGING TRENDS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp379-384, May-2019, Available at : http://www.jetir.org/papers/JETIR1905C54.pdf