Abstract
India is at the forefront of digital retailing, which has changed the game for retailers globally, thanks to the success of e-commerce platforms like Flipkart. By dissecting the inner workings of online retailing via the lens of Flipkart, this research aims to illuminate the intricate factors impacting the e-commerce industry. Combining qualitative insights with quantitative data, this research employs a mixed-methods approach to provide a full understanding of Flipkart's essential role in the e-commerce business. It delves into the intricacies of Flipkart's online buying experience by examining trends in consumer behavior, technological advancements, market dynamics, and rival tactics. Through in-depth surveys, interviews with industry experts, and analysis of current market trends, this study investigates the elements that influence the choices and preferences of online shoppers. To maintain its lead over competitors, Flipkart has adjusted its approach to cater to customers' evolving desires. Keywords: E-commerce, Online Retailing, Flipkart, Consumer Behavior, Market Trends, Technological Innovations, Competitive Strategies, India.
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