E-commerce Platforms and Direct Selling: A Comparative Analysis of Digitalization Strategies in India

E-commerce Platforms and Direct Selling: A Comparative Analysis of Digitalization Strategies in India

Sahadev Singh Tomar

Email: sahadevsinghtomar@gmail.com

Research Scholar, Department of Commerce

MJP Rohilkhand University, Bareilly

Dr. Avtar Dixit

Email: avtardixit01@gmail.com

Senior Assistant Professor & Research Supervisor

Department of Commerce

Govt. PG College, Bilaspur, Rampur (UP)

Abstract:

This research paper conducts a comparative analysis of digitalization strategies employed by e-commerce platforms and direct selling companies in India. As digitalization continues to reshape the landscape of retail and consumer markets, understanding the approaches taken by these two distinct distribution channels is crucial for assessing their competitive dynamics and implications for market players. Through a comprehensive examination of literature, case studies, and empirical data, this study explores the digitalization strategies adopted by e-commerce platforms and direct selling companies, highlighting similarities, differences, and emerging trends. The paper evaluates the technological infrastructure, online platforms, marketing strategies, regulatory frameworks, and customer engagement tactics employed by e-commerce platforms and direct selling companies to leverage digitalization for market expansion and growth. Additionally, it examines the impact of digitalization on sales performance, customer acquisition, brand loyalty, and market reach within the Indian context. By providing a comparative analysis of digitalization strategies in e-commerce and direct selling, this research contributes to a deeper understanding of the evolving dynamics of retail distribution channels in India and offers insights into the opportunities and challenges for companies operating in these sectors.

Keywords: E-commerce, Direct Selling, Digitalization Strategies and comparative analysis.