Factors That Attract Consumers Towards Online Purchase And The New E-Commerce Policy: The Equation Of Impact India with the fastest growing online retail market has more than 15 players competing. However, the major competition has converged between just
India with the fastest growing online retail market has more than 15 players competing. However, the major competition has converged between just two companies taking away almost 63% of the market share. There has been unequal competition due to international experience and financial power of the companies that dictated the market with huge discounts and exclusive product sale rights. Indian Government had announced a policy change with effect from February 2019. This study attempts to understand the impact of new policy on the e-commerce companies. Since the entire effect of the policy change is still to be seen, the study looks at the extent of attraction of various factors of e-commerce on consumers. The results are inferred with how far consumers feel attracted by the factors which are affected by the policy change. The results will project the possible impact of the policy change on the e-commerce.