A Study of of Ecommerce in India with special reference to Martech

Corporate leaders are recognising that e-commerce business is the biggest transition for businesses. It is important to note that prior to 2000 the common platform for predominantly B2B  e-commerce transactions was EDI (Electronic Data Interchange) employing either peer to peer networks or using Value Added Networks (VAN) providers. EDI frequently required contractual relations to be established prior to trading. The spread of Internet and triangulation between anonymous buyers sellers and secure online financial processing agents mainly credit card companies is driving VAN/EDI model to a minor role in the e-commerce ecosystem. The main manifestation of e-business so far have been marketing and sales essentially e-commerce. In this age of big data, e-commerce success depends on targeting the right consumer segments, keeping them engaged and converting prospects into loyal customers all of which have become impossible without proper Martech tools. This research paper focuses on the importance of Martech in Ecommerce business and also reviews the technology used to develop and improve the ecommerce business in India.