• Vijay Kumar Athnere
• Dr. Deepak Tiwari
• Dr. Sanjay Payasi

The rapid expansion of e-commerce platforms has fundamentally altered the structure and competitive dynamics of retail markets in India. The mobile phone sector, characterized by high product turnover, rapid technological obsolescence, and intense price competition, has been particularly affected by the emergence of online marketplaces such as Amazon and Flipkart. Traditional brick-and-mortar mobile phone retailers, who historically dominated distribution channels through personalized selling, physical demonstration, and trust-based relationships, now face unprecedented challenges arising from aggressive online discounting, exclusive online product launches, exchange schemes, and convenience-oriented services. The present study empirically examines the impact of e-commerce platforms on the sales performance of traditional mobile phone retailers in Madhya Pradesh. Using primary data collected from 300 traditional mobile phone retailers across selected urban and semi-urban districts of the state, the study analyzes changes in sales volume, revenue levels, profit margins, customer footfall, and employment patterns following the growth of e-commerce platforms. A quantitative research approach is adopted, employing descriptive statistics, chi-square tests, analysis of variance (ANOVA), and regression analysis to test the formulated hypotheses. The findings reveal a statistically significant decline in sales volume, profitability, and customer footfall of traditional mobile phone retailers attributable to the expansion of e-commerce platforms. However, the study also finds that retailers who have adopted adaptive strategies such as service differentiation, personalized customer engagement, immediate product availability, and enhanced after-sales support exhibit relatively better performance. The study contributes to the existing literature by providing region-specific empirical evidence from Madhya Pradesh and offers managerial and policy implications for ensuring the sustainable coexistence of online and offline retail formats in the mobile phone market..

E-commerce Platforms, Traditional Retailers, Mobile Phone Market, Sales Performance, Retail Disruption, Madhya Pradesh.

"Impact of E-commerce Platforms on Sales Performance of Traditional Mobile Phone Retailers in Madhya Pradesh", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 2, page no.c491-c499, February-2026, Available :http://www.jetir.org/papers/JETIR2602272.pdf

"Impact of E-commerce Platforms on Sales Performance of Traditional Mobile Phone Retailers in Madhya Pradesh", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 2, page no. ppc491-c499, February-2026, Available at : http://www.jetir.org/papers/JETIR2602272.pdf