Exploring the Factors Impacting Seller Performance During Online Sales Events in the E-Commerce Marketplace in India

Som Sekhar Bhattacharyya, Saurabh V. Chahande, T. Vinay Kumar Reddy

Source Title: International Journal of Asian Business and Information Management (IJABIM)12(3)

ISSN: 1947-9638|EISSN: 1947-9646|EISBN13: 9781799861065|DOI: 10.4018/IJABIM.294100

MLA

Bhattacharyya, Som Sekhar, et al. "Exploring the Factors Impacting Seller Performance During Online Sales Events in the E-Commerce Marketplace in India." IJABIM vol.12, no.3 2021: pp.1-20. http://doi.org/10.4018/IJABIM.294100

APA

Bhattacharyya, S. S., Chahande, S. V., & Reddy, T. V. (2021). Exploring the Factors Impacting Seller Performance During Online Sales Events in the E-Commerce Marketplace in India. International Journal of Asian Business and Information Management (IJABIM), 12(3), 1-20. http://doi.org/10.4018/IJABIM.294100

Chicago

Bhattacharyya, Som Sekhar, Saurabh V. Chahande, and T. Vinay Kumar Reddy. "Exploring the Factors Impacting Seller Performance During Online Sales Events in the E-Commerce Marketplace in India," International Journal of Asian Business and Information Management (IJABIM) 12, no.3: 1-20. http://doi.org/10.4018/IJABIM.294100

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Abstract

The Indian ecommerce industry has been growing substantially because of changing mindset of the Indian customers and ease of shopping online. A large number of sellers had registered on online marketplaces so that the sellers could reach a larger pool of customers. The goal for sellers was towards increasing sales substantially with optimal efforts. Some sellers were able to accomplish this goal successfully, but a majority of the sellers struggled finding the right formula for success. Ecommerce websites conducted online shopping heavy discount sales events for limited time periods. The objective of this research was to understand the various factors that influenced and impacted the performance of sellers on Indian E-commerce websites during such events. A total of eleven interviews were conducted with Indian E-commerce sales experts. The data was thematically content analysed. Five most significant factors that helped gauge sellers’ performance were late shipment rate, poor order fulfilment rate, limited product selection, high price and low glance views.