Published March 30, 2026 | Version CC-BY-NC-ND 4.0
Journal article Open

The Role of Artificial Intelligence in Reshaping India's E-Commerce Landscape

Authors/Creators

  • 1. Professor & Head, Department of MBA, MLR Institute of Technology, Hyderabad (Telangana), India.

Contributors

Contact person:

  • 1. Professor & Head, Department of MBA, MLR Institute of Technology, Hyderabad (Telangana), India.
  • 2. Assistant Professor, Department of Commerce and Business Administration, Sri Sai Baba National Degree College (A), Ananthapuramu, (Andhra Pradesh), India.
  • 3. Assistant Professor, Department of MBA, MLR Institute of Technology, Hyderabad (Telangana), India.

Description

Abstract: This paper will discuss the role of artificial intelligence in transforming India’s electronic commerce business by increasing consumer interaction, reforming operations, and enhancing the individual shopping experience. Drawing on insights from secondary sources, the research aims to explore the impact of artificial intelligence on online retailing and examine the challenges to adoption, particularly for small and medium sized enterprises (SMEs). Illustrative examples include Amazon’s AI-powered product recommendations, Flipkart’s use of chatbots and visual search tools, Myntra’s augmented reality virtual try-on features, and AJIO, which leverages AI for visual search and personalised styling suggestions. AI also improves logistics management and enables predictive analytics for better decision making. Despite these benefits, challenges such as data privacy concerns, a lack of skilled professionals, and high technology costs remain significant. The paper proposes solutions, including leveraging open-source AI resources, collaborating with startups, securing government support, and developing solutions tailored to regional needs. AI adoption can thus foster inclusive growth and strengthen India’s e-commerce sector.

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Additional details

Identifiers

DOI
10.35940/ijsce.A1111.16010326
EISSN
2231-2307

Dates

Accepted
2026-03-15
Manuscript received on 28 November 2025 | First Revised Manuscript received on 21 January 2026 | Second Revised Manuscript received on 10 February 2026 | Manuscript Accepted on 15 March 2026 | Manuscript published on 30 March 2026

References

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