Online retailing is also known as B2C (Business to Consumer) ecommerce, E-tailing or E-Retailing. Online retailing is about the selling and buying of goods/service through the internet. Online retailing is an additional marketing channel for the brick and mortar retailers and opportunity for retailers interested to provide only online retail service. Online retailing is where the retail store is brought to the consumers at their desktops. The retailer has an opportunity to provide wide product assortment and more brands at attractive prices, communicating personally with consumers and having effective Customer Relationship Management (CRM). From consumers’ perspective online retailing provides convenience i.e. store is at just the mouse clicking distance, wide variety of brands to choose, shopping any time and attractive prices. Online retailing is gathering attention and momentum in this era of Information Technology. The book introduces some basic perspectives and gives practical insights through experiences of internationally known online retailers. The book is divided into four sections. Section I: Introduction gives the readers an insight into emergence of electronic form of retail, experts’ advice to pure online retailers, global and Indian scenario and the changes it brings in consumers’ shopping behavior. Section II: Consumers Perspectives comprises articles which discuss about profiling consumers into different segments, consumer behaviour in the B2C environment, consumer attitudes towards online shopping and online advertising techniques to attract consumers. Section III: Organization Perspectives includes articles on online payment systems, reverse logistics, e-Supply Chain Management and steps to be taken during online crisis situations. The last section, Section IV: Cases comprises cases on Tesco, Amazon and eBay.
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