• Neha Arora
• Kavita Chaudhary

The rapid expansion of e-commerce has significantly reshaped the traditional retail landscape, particularly in emerging markets like India. This study aims to investigate the impact of e-commerce on traditional retail from the perspective of Indian retailers, focusing on performance metrics Pre- and Post advent of e-commerce. Traditional retail in India has long been the backbone of the country's commerce, characterized by physical stores, personalized customer service, and localized business practices. However, the rise of e-commerce platforms has introduced new dynamics, such as increased competition, consumer behavior shifts, and market reach changes. Understanding how these changes have affected traditional retailers is crucial for developing strategies to help them thrive in this new environment. This study examines the impact of e-commerce on traditional retail in India, focusing on changes in performance from the perspective of retailers. With traditional retail being a significant part of India's economy, the rise of e-commerce has introduced new challenges and opportunities, altering market dynamics and consumer behaviour. A survey of 109 Indian retailers was conducted, with data analysed using T-tests to compare mean performance metrics, and ANOVA to assess variations across different retail categories. The findings offer insights into the transformation of traditional retail in India, identifying key challenges and proposing strategies for maintaining competitiveness in the evolving digital landscape. These results are intended to inform both policymakers and industry stakeholders about the implications of e-commerce for traditional retail.

E-commerce, Transformation, Indian Retailers, and Consumer Behaviour.

"From Tradition to Transformation: Examining the Impact of E-Commerce on Indian Retailers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 1, page no.h693-h707, January-2024, Available :http://www.jetir.org/papers/JETIR2401785.pdf

"From Tradition to Transformation: Examining the Impact of E-Commerce on Indian Retailers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 1, page no. pph693-h707, January-2024, Available at : http://www.jetir.org/papers/JETIR2401785.pdf