Journal article Open Access
Abstract: The concept of research paper came up with the news related to FDI rules to be come into the effect form
01 Feb, 2019. According to the new rules late last year modified foreign direct investment (FDI) rules for its
escalating e-commerce sector that has attracted Walmart and Amazon.com, creating new hurdles for both global
retail giants. India allows 100 percent foreign direct investment (FDI) in various sectors and e-commerce is one
of them. FDI is one of the major factor in impacting India’s economic growth. The current paper is an effort to
understand and analyze present market situation of e-com retail giants and threat of new entry.