IMPACT OF E-COMMERCE ON ONLINE MARKETING: A BOON OR BANE

The growth of computers has changed the life of every person in this world. Computers are being used in every aspect of our life. Electronics commerce is one of the important operations of computer networking. E-commerce provides multiple benefits to the consumers in form of availability of goods at lower cost, wider choice and saves time. The general category of E-commerce can be broken down into two parts: E-Merchandise and E-Finance. E-commerce in India has more than tripled since 2015, it has been recorded to 2.9% of the total retail sales at the end of 2018. This, howeverexpected to in the coming years. By 2022, the sector will be worth $71.94 billion, which is a 120% growth compared to $32.70 billion in 2018. Online retail business continues to grow at an impressive rate of more than 20% p.a (Market line report,2015), with the revenue of $996.8 billion in 2015and expected to reach $2014 billion by the end of 2019(an increase of more than 100%). The phenomena that world is fast shrinking into a global village because of internet and other communication mediums. Online sales in India are still tiny, at 16 billion last year, but the country is the world’s fastest growing e-commerce market is priced by America’s and China’s internet titans. Generally, there is a discussions that whether E-commerce is a boon or bane. The present study is focused on the impact of E-commerce on online marketin