The pros and cons of eCommerce in India

Satish Meena/Forrester Research

The Big Billion Day flash sale was a test of both the demand and supply sides of India’s eCommerce market. The number of online buyers is growing quickly — but they are well-informed and do a lot of research before buying. Companies need to balance marketing and the back end to avoid backlash from dissatisfied customers. The company apologized to customers on 7th October to regain lost customer confidence.

Satish Meena is a forecast analyst serving data insights professionals at Forrester Research. This article originally appeared on the Forrester Research blog.

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Commentary

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