Evaluating niche e-commerce indian retail websites: User perspective

Abstract

Big retailers with deep pockets offer an extensive array of merchandise to persuade customers. Offering wide variety of products to capture diverse buyers may look like an eye-catching opportunity. Nevertheless, this may not always be the paramount tactic especially for small and mid-size businesses, as it often requires big investments. The research aims at evaluating the attributes of some prominent niche websites like Big Small, Chumbak, etc. This evaluation is based on the user’s perspective of what and how they feel and experience about these niche e-retailer’s website. The objective of the research is to identify the factors influencing efficiency of niche Indian retail websites and rank them on the basis of the factors identified in influencing efficiency.A two-phase methodology is adopted for the assessment of niche websites strategies. The two phase methodology adopted includes, identification of the factors for measuring website efficiency. Analytical network process (ANP) is utilized for evaluating these prominent niche websites. The study is based on the information gathered from users of online unique gifting websites. This study suggests a ranking of a set of assessment criteria that can be applied to measure efficiency of niche e-commerce websites. Based on the identified evaluation criteria the niche retailers are also ranked by applying ANP. The outcome will enable e-retails to identify the crucial attributes and align the website with the customer’s preference to provide them with enriched customer experience It will also help the e-retail companies in developing a responsive and performance driven e-commerce website.