Framework for Sustainability in E - Commerce Business Models : A Perspective Based Approach

E-commerce businesses in the Indian scenario have lately seen an overwhelming growth and acceptance owing to factors like better Internet penetration and advancement in technology. The E - commerce business models, in particular, have aroused a great interest among researchers and academicians. Majority of the players operating within the e-commerce space in the country have a single-point agenda of driving motivation and creating needs by way of offering lucrative discounts, cash on delivery options, and a wide variety in terms of products and services. In terms of 'value' offered, several rewarding options are made available to the customers, but the point of differentiation for the players is thinning, leading to a visible clutter, and hence, pressures on profitability, indicating a need for innovation to make the business models more sustainable. Integrating secondary data and expert opinion, this paper attempted at proposing a framework by identifying key areas, which can be reinforced by these companies to differentiate themselves and create a sustainable advantage.