The impact of technology on the buying behaviour in an online retail environment in India

Among the BRIC Nations, India has been the fastest growing online market adding over 18 million Internet users growing at an annual rate of 41%. India is also among the top 3 fastest growing markets worldwide in the last 12 months. A study [37] by The Associated Chamber of Commerce and Industry of India (ASSOCHAM) and ComScore has suggested online retail has grown 43% and has a 60% market penetration.