A STUDY ON THE ROLE OF E-COMMERCE MARKETING IN INDIAN COMPANIES

Abstract

Ecommerce marketing has turned into a key growth capability of Indian businesses as it is an enabler to reach, engage, retain and convert customers through digital visibility in a measurable online environment. Indian companies are spread across a wide spectrum of business sectors – such as big markets, direct-to-consumer brands, omnichannel retailers, service platforms, quick commerce and digitally adapting SMEs. The study of the role of e-commerce marketing in Indian companies has been done by descriptive-analytical and literature based research design. It builds a conceptual structure connecting marketing resources, mechanisms involving the customers, governance, strategic capability and firm results. The analysis reveals that e-commerce marketing generates value for customers via search, social and influencer channels, marketplace ads, content commerce, mobile, personalisation, electronic word of mouth, customer relationship management and omnichannel coordination. It shows in its wider market reach, higher brand awareness, better conversion, engagement, repeat purchase and competitive agility. But an increasing acquisition cost, dependence on promotion, siloed data, attribution challenges, privacy and trust issues, lack of credibility for influencers, regional variations, logistics-service gaps and restricted capabilities of smaller companies are all limitations on e-commerce marketing. The paper suggests formula-based metrics to assess marketing maturity, ROI on marketing investments, lift on conversion, cost of customer acquisition, C.L.V., and attribution confidence. It finds that Indian companies must look at e-commerce marketing as a strategic competency, which involves customer insight, creative communication, platform execution, analytics, responsible data usage and the consistent post-purchase experience rather than just a toolbox of advertising solutions.