Customer Acquisition through Mobile Apps: A Study of Key E-Tailers in India

Abstract

E-tailing or online selling is a process of buying and selling merchandise on a digital platform. In past few years e-tailing has gained immense popularity because huge penetration of internet and rapid selling of mobile phones took place in India. With rise in the usage of mobile phones another alternative to sell electronically emerged; that was creating a mobile application. Because of the advanced technologies of smartphones and love for shopping together boosted the usage of these e-tailing mobile apps (applications). This study intends to offer an evaluation of the potential influence of mobile apps on the customer acquisition process by several well-known Indian e-tailers. For this study, 950 respondents' responded to a self-designed questionnaire and the information collected through them was then analysed. According to the findings, a number of aspects of e-tailing mobile apps do help the chosen e-tailers attract customers. Amazon is the top e-tailer in terms of attracting customers through mobile apps, according to data comparisons across major e-tailers. Ajio and Snapdeal still need to put in a lot of effort to attract customers through their mobile applications, whereas Flipkart and Myntra are effectively leveraging their apps to attract more and more people.