Abstract
Purpose: Online shopping has become a piece of hot cake in the market today which is high in demand and currently trending. The benefits of online purchases have led to an economically beneficial shopping experience for customers. E-retailers have developed various strategies to retain their customer base and one such is the introduction of their private labels in the marketplace. This study aims to find out the importance of such private labels and their impact on the sales performance of e-retailers in India. Design/Methodology/Approach: The interpretivism approach is used to reach the research objective and derive conclusions without any bias through content analysis. Finding/Result: The competitive edge created by the private labels has been successful in grabbing the attention of customers for differentiated products and a range of prices against the other brands. Private labels have become major sales contributors for e-retailers. Originality/Value: Various researchers trying to find out the changes in the retailing sector and the economic growth of e-retailers, this paper focuses on identifying what are the factual contributors to success and their prominence. Paper Type: This paper is a content analysis of the data collected from various sources.
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