Northern India Engineering College FC-26, Shastri Park, N.Delhi-53
A research on ecommerce on India And research agenda for the future
Submitted by: Nitin Kishan Sharma MCA IIIrd Year Enroll No- 0771564408 Code-MCA 331 Project
GURU GOBIND SINGH
INDRAPRASTHA UNIVERSITY
KASHMERE GATE, DELHI
Abstract Firms across the globe have adopted e-commerce (EC) in their operations and have reaped benefits thereof. While firms in technologically developed countries like US and UK has deployed EC to its advantage, whereas firms in developing countries like India failed to follow the th e suit. Though it has been widely acknowledged by the researchers that the adoption of EC by businesses in developing countries is an important economic indicator of growth; many firms in India still have not realized the potential benefits of EC. This study examines the existing status of EC in India and reviews the available literature on E-commerce adoption in India and puts forth opportunities for future research. The study might serve as a starting point for further research in e-commerce in India.
Keywords E-commerce adoption · E-commerce in India · E-commerce literature review · E-commerce research agenda
1 Introduction With the advent of Internet and its commercialization since 1994 [28, 29] a new medium of commerce popularly known as ‘E-Commerce (EC)’ rapidly emerged in the modern global economy. E-commerce can be defined as “the use of the Internet and other networking technologies for conducting business transactions” [39]. Further, EC not only involves selling and buying online but it also involves a host of activities spanning the firm’s value chain like promotion of product/services on the web, integrating invoicing and payment from customers, secure transactions, and handling customer queries online. In short, EC is an umbrella concept to integrate a wide
range of existing and new applications [17, 43].Based on the type of applications; EC can be classified into three categories; 1. Inter-organizational (B2B) 2. Intra-organizational (within business) and 3. Business to Customer (B2C) Inter-organizational EC or Business to Business (B2B) EC can be defined as marketlink transaction in which businesses, governments, and other organizations depend on computerto-computer communications as a fast, an economical, and a dependable way to conduct business transactions. Intra-organizational EC can be defined as market-driven transactions in which company becomes market driven by dispersing throughout the firm’s information about its customers and competitors; by spreading strategic and tactical decision making so that all units can participate; and by continuously monitoring their customers’ commitment by making improved customer satisfaction as an ongoing objective. Business to Customer (B2C) EC can be defined as marketplace transaction in which customers learn about products differently through electronic publishing, buy them differently using electronic cash and secure payment systems, and have them delivered differently. This study deals with EC adoption in general which includes all the three types of application of EC. Internet users across the world have been increasing ever since its beginning in late eighties (refer Table 1) enabling many EC applications online. Though Internet has diffused profusely and has brought a paradigm shift in the way of conducting businesses across the globe, the diffusion of e-commerce is not uniform among developed and developing countries. A cursory glance at Table 2 will reveal that though developing countries like China and India lead in terms of number of Internet users the Internet penetration among population in developing countries is very low when compared to the developed countries such as
USA or Canada. As a result of the high Internet penetration among its population, the developed countries are able to deploying EC to its advantages, whereas developing countries are still trailing far behind. Apart from this, other issues such as lack of technology infrastructure, lack of awareness, lack of skilled human resources, and the lack of government initiatives, including various economical and social factors are cited as hurdles that prevent pervasive EC adoption in developing countries. On the flip side of it, some firms in developing countries do adopt EC in spite of the hurdles mentioned above. This study examines the status of EC existing in India and examines the available literature on E-commerce adoption in India and puts forth opportunities for future research.
2 Internet and E-Commerce development in India The Republic of India is the fourth largest economy, with US$ 3 trillion GDP in terms of Purchasing Power Parity (PPP) after USA, China, and Japan.1 It is the seventh largest country in the world and covers an area of 3.3 million Sq km. India has a population of 1.028 billion in 2001, with an annual growth rate of 1.6 percent in 20082 and the population as on July 2008 is 1.15 billion (exact figures—1,147,995,904). India has 28 states and 7 union territories. As of 2008, the GDP per capita (PPP) of the country stood at US$ 2900.3 In terms of GDP-composition by sector, services sector contribute 56%, agriculture sector and Industry sector contribute 22% each.
Indian economy’s Real GDP growth (on an expenditure basis) is forecast to slow from an estimated 7.8% in fiscal year 2007/2008 (April–March) to an annual average of 7.5% in 2008/2009–2012/2013 (see Table 3).
As per IMRB the cybercafé market has grown at higher rates, averaging a YoY growth of 45% over the last 5 years. (refer Table 4.) The size of B2C e-commerce Industry for the year 2006–2007 was computed to be around Rs. 7080 crores. The market is expected to reach the mark of Rs. 9210 crores by the end of 2007–2008, a growth of about 30% over the current year [14]. As per datamonitor report [9], the Indian Internet access market generated a total revenue of $2.6 billion in 2007, representing a compound annual growth rate (CAGR) of 38.2% for the period spanning 2003–2007. In comparison, the Chinese and Japanese markets grew with CAGRs of 19.7% and 18.7%, respectively, over the same period, to reach respective values of $14.1 billion and $13.7 billion in 2007. Further, the market consumption volumes have increased with a CAGR of 55.7% between 2003 and 2007, to
reach a total of 108.7 million users in 2007. The market’s volume is expected to rise to 322.4 million users by the end of 2012, representing a CAGR of 24.3% for the 2007–2012 period. It is further estimated that India generates a 6.3% share of the AsiaPacific Internet access market. In comparison the Chinese market accounts for 33.8% of the regional market revenues. 2http://www.censusindia.gov.in/Census_Data_2001/India_at_ glance/glance.aspx. Accessed on 10th February, 2008. 3https://www.cia.gov/library/publications/the-worldfactbook/geos/in.html. Accessed February 2009.
4http://www.trai.gov.in/achievments/achievment.pdf . Retrieved January 2008. 5Definition: The term “Information and Communication Technologies” (ICT) refers to technologies designed to access, process and transmit information. ICT encompass a full range of technologies—from traditional, widely used devices such as radios, telephones or TV, to more sophisticated tools like computers or the Internet. The mix of technologies used should be determined mainly by the specific local context and demand. 6NASSCOM stands for National Association for Software and Services Companies. NASSCOM® is the
premier trade body and the chamber of commerce of the ITITeS industries in India. 7http://www.nasscom.in/Nasscom/templates/NormalPage.as px?id=53404. Retrieved 14th February 2008—The Strategic Review 2008, NASSCOM Report. 8http://www.nasscom.in.Source: NASSCOM, Indian IT Industry—Fact Sheet, February 2007 related service exports (NASSCOM definition of ICT related services includes Business Process Outsourcing (BPO) services, Information Technology (IT) software and services) grew by 34.6 per cent (CAGR) annually between 2000 and 2006, from US$ 4 billion to US$ 23.6 billion respectively. It is estimated that the export value could reach US$ 60 billion in 2010. Gartner industry research firm has estimated India’s Information and Communication Technology (ICT) market to reach $24.3 billion by 2011, with an annual growth of 20.3 per cent. 9 With the positive climate for ICT growth, India is struggling to make inroads in terms of successful EC adoption. Hence it is very important for a developing country like India to examine the issues encompassing EC adoption, which would help the widespread adoption of EC across the country and reap the benefits there of.
3 Literature review Firms across the world have implemented EC and have reaped the benefits that accrued due to the EC adoption. Some of the benefits include improvements in operational efficiency and revenue generation by integrating ecommerce into their value chain activities [5], access to wider range of markets [4, 12, 13, 32], greater potential for partnership with suppliers and vendors [18, 38], improved customer services [2, 6, 38], 24 * 7 accessibility [10, 23], flexibility in administration and partnership [4], information update [3, 33, 38], lower transaction costs [2, 7, 25, 38], product/service differentiation [4, 6, 19], ability to enter supply chain of larger companies [11, 19], so on and so forth. Though adoption of EC provides various benefits as mentioned above and also, it has been widely acknowledged that the adoption of EC by businesses in developing countries is an important economic indicator of growth [26, 40], many firms in the developing countries like India, China or South Africa still have not realized the potential benefits of EC.
3.1 Review of EC adoption literature in India Keyword search on “E-Commerce adoption in India” “ebusiness in India” “E-Commerce and India” and “e-business and India” in various databases like EBSCO, ProQuest, and Emerald Management Xtra found the following ten e-Commerce/ebusiness research articles done in Indian context. Table 6 provides overview of the studies discussed below. Raven et al. [30] compared India and China’s approaches in adoption of e-business. Based on the literature survey and secondary data, the study analyzed various factors influencing the growth of e-businesses in the two countries. The factors examined include government policy and focus, existing technology infrastructure
regulatory environment, experience and understanding of business operations, and culture, among others. The study concludes that China appears to be ahead of 9http://www.ibnlive.com/news/india-tech-market-pegged-at243-bln-by-2011-gartner/58372-11.html. India in the infrastructure, but India is ahead in e-readiness. Further, it states that both countries are poised for rapidly increasing e-business, however, problems of poverty and inequality between urban and rural connectivity must be resolved to really take advantage of ebusiness in both the countries. Malhotra and Singh [24] studied the determinants of Internet banking adoption by banks in India. Panel data of 88 banks in India covering the financial years 1997–1998 to 2004–2005 was collected through CMIE (Centre for Monitoring Indian Economy) database. Logistic regression analysis was used, the dependent variable is categorical with a value of 1 if a bank adopted Internet banking during the study period and 0 otherwise. Independent variables included in the study are firm size, firm age, bank deposits ratio, average wages, expenses (fixed assets & premises), ROA (ratio of average net profits to average assets), market share, average number of branches, percentage of banks adopted Internet banking. The results of the study prove that Bank type (Private), firm size, bank deposits ratio, firm age, market share, average number of branches, percentage of banks adopted Internet banking and expenses, are found to be significant in adoption decision. Wage and ROA are found to be insignificant. This study contributes to the empirical literature on diffusion of financial innovations, particularly Internet banking in Indian context. Most of the study on adoption of technology was related to developed markets like US and Europe, this study is an important contribution to evolving literature as it dealt the problem of technology adoption in developing country context.
Study by Tarafdar and Vaidya [36] examined the factors that determine the organizational inclination to adopt E-Commerce (EC). The study proposes a framework based on the qualitative data on four financial firms in India collected through multiple case study design. Face to face interview was used to collect primary data and existing database, company documents, press reports and websites are used to collect secondary data. The framework describes two broad factors —leadership characteristics and organizational characteristics—to explain the influence of organizational factors on the propensity to employ EC technologies. The study found that both leadership and organizational characteristic influence EC adoption. It establishes that leadership characteristics influence adoption of EC technologies in centralized organization and organizational characteristics influence EC adoption in de-centralized organization. The study also found that characteristics of Information Systems professional and organization structure influence EC adoption. Another study by Tarafdar and Vaidya [36], analyzes organizational and strategic imperatives that influence Information System (IS) assimilation in Indian organizations. IS assimilation here refers to the extent to which a system or technology becomes diffused in organizational processes. The study is based on multiple case study method. Data on nine firms which have deployed IS was collected through face to face structured interview involving middle managers, senior managers of IS and other departments. The study examines the nature of the system present—data processing/transaction oriented, operational, strategic—and how these systems affected key operational processes. Strategic imperatives are examined by analyzing the environmental factors—presence or absence of government regulation, pressure from customers, suppliers and competitors, and strategic stance—whether product and process changes, and the consequent IS deployment were proactive or reactive.
Organizational imperatives were investigated by qualitatively assessing six factors— top management support; IS department knowledge of business, technology and involvement in IS deployment, IT literacy of managers, management style; presence of IT champions and availability of IT resources. Data was analyzed across-case and within-case. The study identifies three categories of organizations—innovative IS users, enlightened IS users and reluctant IS users—with respect to IS assimilation, and describes strategic and organizational factors characteristics of each group. The study also traces the evolution of the IS application portfolio in each of the studied firms and analyses accompanying changes in strategic and organization factors. In short, the paper presents an integrated and first level analysis of strategic and organizational imperatives that have influenced the assimilation and evolution of IS in Indian organizations. Viswanathan and Pick [42] examined the issue of e-commerce in India and Mexico from the framework of developing countries as suggested by Tallon and Kraemer [34]. The framework included critical factors that might impact the diffusion of e-commerce. The factors are government policy, legal framework, technology infrastructure, relationship with developed economies and extent of e-commerce usage by individual, corporate and government. The study’s primary focus is on India. Mexico is analyzed more briefly, and compared with India based on common international datasets. The analysis and the data presented in this paper represent a synthesis of data from secondary research and data from interviews conducted with senior executives in the IT industry in India and Mexico. The study suggests that substantial efforts have to be made to invest in telecommunications infrastructure, and to create a culture of electronic payments and e-commerce usage that will support economic growth. Lal [22] examined the determinants of the adoption of e-business technologies by manufacturing firms in India. Data was collected using questionnaire as survey instrument on 51 firms located in New Okhla Industrial
Development Area (NOIDA), India. The main objective of the study is to identify and analyze factors that discriminate advance users of e-business technologies from others. The paper used forward stepwise multivariate discriminate technique to identify the discriminants of three types of firms, that is, offline, online and portal using firms. Offline firms include the firms that use electronic mail systems for business activities, online firms include all the firms with dynamic web sites capabilities, and portal based e-business firms are the one that uses latest technology. The variables used in the analysis include managing directors’ educational qualifications, technology collaboration, bandwidth, wage rate, firm size, export intensity, profit margin and perceived usefulness measured by efficiency in business transaction and competitiveness. Wage rate and scale of operations emerged as significant discriminates of advanced users of e-business technologies. It was also found that firms that are more internationally oriented utilize high bandwidth, that is, the study establish positive association between types of e-business technology used by firms and bandwidth. Study suggests that in order to boost the diffusion of Internet, the country should legalize audio/video/data communication on existing high frequency medium such as video cables. Also it suggests creating proper local, national and global information infrastructure to derive maximum benefit from Information Communication and Technology (ICT) revolution.
Kuthiala [20] discusses the opportunities and
challenges that India faces in adoption of e-commerce. The study is exploratory in nature and based on secondary data obtained from various sources. It outlines the prospects of ecommerce adoption and potential gains that India can make in the global business by e-commerce adoption. It discusses that India stand to gain from shifting to e-commerce. Quoting the NASSCOM study done in 1999, the study states that India has the potential to create ebusiness worth $1.5 billion by 2004 and around $10 billion by 2008. Lots of opportunities exist for small and medium enterprises to make use of opportunities offered by e-commerce. Finally it urges government to take initiatives in promoting e-commerce enterprises, in providing secure online transactions, and suitable legal environment. Dasgupta and Sengupta [8] paper on ecommerce in Indian insurance industry discusses the features of e-insurance in comparison with the traditional offline insurance service. The authors put forth that einsurance offers benefits such as reduction in search cost and hidden cost, price comparison for customers, and benefits such as opportunity to have niche market, first mover advantage and product bundling for insurance companies going online. Further, it discusses that status of e-insurance in India is still formative stage, but stands to gain particularly from the rural markets since the availability of insurance agent is very less compared to urban markets. The study is conceptual in nature and offers insights based on market reports and data from secondary sources.
Vishwasrao and Bosshardt [41] used a
theoretical framework developed by Katz and Shapiro (1987) to examine the ongoing technology adoption behavior of foreignowned and domestic firms. Firm level data on 1400 medium to large Indian firms from 1989 to 1993 was used to test the model. Probit and Poisson estimation was used to analyze the data and model. Variables included in the study are no. of collaboration, nature of collaboration—foreign or otherwise, firm age, total assets, total sales, net profit, herfindhal index, R&D expenditures by industry as percentage of sales. Results of the study throw some interesting light on technology adoption behavior of foreign firms. In general, it shows that liberalization happened in India after 1991 has positive impact on technology adoption, but it is found that foreign firms are quick to take advantage than domestic firms. R&D expenditure is found to be not significant for technology adoption, firm size (large firms are more likely to adopt) and age of firm are found to be significant. Also it is found that foreign firms adopt new technology when profits are down, and doesn’t adopt technology in competitive markets. Lal [21] studied the determinants of adoption of Information Technology (IT) in India. The study was based on 59 electrical and electronic goods manufacturing firms situated in NOIDA. Semi-structured questionnaire were used to collect the data. The study examined the factors influencing the degree of IT adoption by firms. The factors included are entrepreneur characteristics measured by entrepreneur’s qualification, importance given to market share, R&D and quality consciousness, firm’s international orientation factors measured by import and export intensity, work force skill and firm size. The sample firms were divided into four categories depending on their intensity of IT use, these are: (1) non-IT firms (firms that do not use IT tools); (2) low-level of IT users (firms using only MIS for office automation); (3) moderate level of IT users (these firms have adopted CAD/CAM in addition to MIS); and
(4) high level of IT using firms (firms that have adopted FMS in addition to CAD/Cam and MIS). Ordered probability model (PROBIT) was used since the dependent variable is categorical and follows ordinal ranking scale. The estimates were obtained by maximum likelihood method. The study found that entrepreneur’s qualification, importance given to market share, R&D, export intensity, work force skill and firm size influence the degree of adoption of IT by the firms. Apart from the studies mentioned above, there are quite handful of research reports and survey based studies done by Internet and Mobile Association of India [14], IMRB International [15], Datamonitor [9, 27], and Internet and Online Association [16] which presents with quantitative figures, the status of ecommerce existing in the country.
3.2 Implications and limitations While the studies and research reports discussed above have given the needed initial push and awareness about potential benefits of e-commerce adoption, still government, firms and individuals alike have not been able utilize the opportunities that e-commerce has in store. Further only handful of EC studies exists in Indian context unlike in developed countries like US or UK. A cursory glance of Table 6 reveals that most of the studies are conceptual in nature, and mostly based on secondary data sources. Given the lack of literature on EC in India, these studies have greatly contributed in understanding better the status of EC existing in India and have served as point of departure for future research. But the subject as such hasn’t received its attention due in Indian context. Main limitations of the conceptual/case based studies mentioned above are that the conclusions are based on exploratory findings and from previous literature and hence need to be supported further by similar case studies in different setting or by statistical testing. Also there is
dearth of theoretical model or validated instrument to understand the issues encompassing the EC adoption in Indian context. Given the complex nature of phenomenon—here e-commerce—and numerous factors (technological, managerial, cultural, social, economical and institutional) affecting the adoption decision, it provides ample opportunity to conduct further research either to support the findings or bring in new insights to help managers, policy makers and people to understand better the phenomenon of EC and reap the benefits that it could offer. The next section put forth the research agenda for the future.
4 Research agenda for the future
In all, numerous opportunities exist for India in order to expand the scope of e-commerce research and to benefit from the same. Individuals, organizations, policy makers and government alike are poised to gain from insights that could be offered by research on EC. Some of the issues that could be worth researching are: • Theoretical model for EC adoption from India’s stand point could be developed and could be empirically validated across different firms’ size, and different industry sectors like automotive, financial, retail so on and so forth. • Further EC adoption factors might vary based on organization type (public, private or government owned); organization size (small, medium, large and SMEs). Hence research could be carried out to reveal the same and document the difference in approaches and motives behind EC adoption by different type of firms. • From the EC research done in developed countries, it is found that government policy and support is one of the critical factors in ensuring wide spread adoption of EC in a country. So role of government and related issues should be captured to aid the government in taking necessary steps to ensure the same. • Studies could be done specifically concentrating on rural firms and their inclination to adopt EC and to identify critical success factors for rural sector to reap the benefit that EC has to offer. • Also individual user perception about utilizing various applications of e-commerce like online buying and selling, Internet banking, stock trading, various bill payments services can be researched. The antecedents and consequents of individual usage might throw light on motives behind their online usage pattern. The firms can accordingly deploy their strategies to lure the consumer to buy products/services online. • A comparative study on adopters and non-adopters might well unfold facilitating and inhibiting factors for the firms to go online. The same study can be repeated for different
sectors to find whether the motivating and demotivating factors vary across different sectors. • Further role of Culture, trust and individual values in EC adoption can be researched at individual level and organizational level. • Furthermore, impact of EC adoption on firms’ performance can be studied to clarify and capture how far the EC adoption has improved the firm’s bottom line. • Also there are many validated theoretical framework on EC adoption like Diffusion of Innovation [31], Technology– Organization–Environment [37] done in developed countries context, the applicability and validity of those models could be assesses from businesses in India.
5 Conclusion It is quite understandable from the facts presented so far that a little research on e-commerce adoption exists in Indian context. With the Internet users in India well beyond 1 billion [9] in 2008 and increasing year on year, there are lots of benefits that this Internet based e-commerce will bring to the fore. To mention a few benefits, organizations can achieve cost reductions, can improve their revenues, and can provide enhanced services by incorporating EC. For the individuals, online buying/selling can save time, search costs and can avail best offers/discounts associated with purchase of products/services. Also given the facts that India’s economy is growing steady at a GDP of 7.5%, size of B2C E-commerce growing at an annual rate of 30%, IT sector revenue expected to cross USD 73–75 billion in overall software and services revenue by FY2010 and telecommunication sector’s impressive growth with 300 mn wired and wireless telephone subscribers, the country has lagged behind in the application of EC. The growth of EC could provide a major contributor for economic growth in India. Drawing a leaf from the pages of organizations in developed countries that has effectively realized the benefits offered by EC, it is time that India should jump in to the bandwagon and follows the suit before being left behind. From the literature review, it can be understood that so far scant attention has been paid to the EC research in India, more and more research on this field in the areas outlined in the previous section will surely make the firms to appreciate and realize the advantages of EC adoption. Thus
the paper aims to put forth that there is more to organizations/individuals and country as a whole to be benefitted by wide spread adoption of EC by firms across the country. India has positive climate for the growth of EC in terms of good telecommunication network, increasing Internet users, reasonably good technology infrastructure, but still has not realized the potential of EC. One way to achieve the widespread adoption of EC by firms is to understand the factors and issues influencing the EC adoption and thereby taking necessary measures to counteract the same. In short, a problem well understood is half solved and research is one sure way to achieve it, if not the only way.
Acknowledgements
I am grateful to Mrs. Pallavi Madam for her able guidance and invaluable suggestions
in completing this paper. My thanks are due to anonymous reviewers for their valuable comments.
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INDEX
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Particulars
Remarks
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