Internet has brought a revolution in the way we live today. This paper aims to provide an overview of the e-tail scenario in India and study the factors that influence the online buying behaviour of e-consumers. It explores the various issues, opportunities and endeavours to draw an effective e-tailing strategy for Indian online sector based upon extensive the literature reviewed and factors assimilated on e-tailing models from Indian and global studies. The research also suggests ways in which the e-tailers can recuperate their virtual presence and enhance online consumer purchases and revisits. The contributions of the findings would attempt to assist policy makers, e-marketers and provide an insight for further research exploring the gaps in this important social and commercial economic discipline which impacts each and everyone of us.
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Khan et al. (2018) studied this question.