Chapter-01

Introduction

Customer Awareness and Satisfaction level towards the online shopping in Myntra app

What is shopping?

Shopping is nothing but where we buy all the product from the various sources. Shopping is some-
thing that must be done whether you like it or not we have to do too busy the essentials needed. We
all go to locations where the seller sells a particular item. Whenever we visit a shopping centres or
mall near a grocery store, we always see many different kinds of stores. Shopping is not fun for every-
one, but we always do.
We do have a variety of shopping options, primarily
Shopping directly from market, mall, shop etc.
Also, using an app to shop online, etc.

Online Shopping: An Overview

Online shopping, also known as web-based shopping, refers to the process of purchasing goods or
services over the internet. It involves browsing for products, visiting a seller’s website, selecting
items, and arranging for delivery. Payments can be made online via credit or debit card or upon deliv-
ery, depending on the seller's policies.
However, online shopping is not limited to making purchases—it also includes researching and com-
paring products. A customer may browse multiple websites without necessarily buying anything.
Products can be found by visiting a retailer’s website directly or using search engines, which display
product availability along with specifications, ratings, reviews, features, photos, and prices.

Types of Online Shopping Structures

There are two primary operating models for online shopping:

1. B2C (Business-to-Consumer): This model connects businesses directly with individual con-
sumers. Retailers like Amazon, Flipkart, and eBay are examples of B2C platforms where customers
purchase goods and services.
2. B2B (Business-to-Business): This model involves transactions between businesses. Instead of
selling individual products or services, businesses sell them in bulk to other businesses. Examples in-
clude Alibaba and India MART, which cater to wholesalers, manufacturers, and suppliers.
Regardless of the structure, online shopping offers convenience, variety, and ease of access, making
it an essential part of modern commerce.
DEFINITION OF ONLINE SHOPPING

According to Michael Aldrich” Online shopping is a form of electronic commerce which allows
consumers to directly buy goods or services from a seller over the Internet using a web browser or
a mobile app”.
According to Agus Irwantoko Didit”. A shopping online is the process of purchasing of goods/
services by consumers to sellers real-time, and through the interest.

HISTORY OF ONLINE SHOPPING

Early Developments (1960s–1980s)

• In the 1960s, IBM created one of the earliest forms of online transaction processing (OLTP), which
made it possible to conduct financial transactions in real time. The Semi-Automatic Business Re-
search Environment (SABRE) system that allowed for computerized ticket reservations was a notable
application for American Airlines.
•1979: English inventor Michael Aldrich introduced electronic shopping by connecting a modified
television to a transaction processing computer via a telephone line. Online transaction processing
between businesses and customers was made possible by this innovation
• Minitel, a Videotex online service that users could use to make online purchases and access other
services, was launched in France in 1982.
It was accessible through telephone lines. The Rise of E-Commerce Platforms (1990s)
• The World Wide Web was created in 1990 by Tim Berners-Lee, laying the groundwork for the
modern internet and online shopping.
•1994: Netscape developed the Secure Sockets Layer (SSL) protocol, providing encryption for secure
internet communications—a critical component for safe online transactions.
• In 1995, Jeff Bezos launched Amazon.com, which began as an online bookstore but quickly expan-
ded to include a variety of products and became the world's leading e-commerce platform.
•1995: eBay, an online auction and shopping website, was founded, allowing individuals and busi-
nesses to buy and sell directly to consumers.
Market expansion and technological advancements in the 2000s
•2000: Google introduced AdWords, an advertising service enabling businesses to display ads related
to users' search queries, enhancing the visibility of online retailers.
• In 2006, PayPal launched a mobile payment platform that made it easier to make secure transactions
directly from mobile devices and helped mobile commerce grow. Recent Changes and Trends (2010–
2020)
•2010s: The proliferation of smartphones and improved mobile internet access led to a surge in mo-
bile commerce (m-commerce), with consumers increasingly shopping via mobile apps.
•2020: The COVID-19 pandemic accelerated the adoption of online shopping, with consumers turn-
ing to e-commerce for essentials and non-essentials alike, leading to significant growth in the sector.
•2023: Walmart emerged as a significant challenger to Amazon's e-commerce dominance by lever-
aging its extensive network of physical stores to enhance delivery services, including same-day deliv-
ery for millions of items.
 •2024: The evolution of online shopping platforms continued, with influencer-driven platforms like
LTK (formerly Reward Style) revolutionizing how consumers discover and purchase products
through social media channels.
Online shopping will be an essential component of the global retail ecosystem by 2025, and it will
continue to develop in tandem with technological advancements and shifting consumer preferences.

Why is Customer Satisfaction important in online shopping?

Customer satisfaction is crucial because it shows whether your target audience approves of what
you're doing. According to research, excellent customer satisfaction increases customer retention, life-
time value, and brand reputation.

Some of the reasons why customer satisfaction is important

 Loyalty to a Brand: Satisfied customers are more likely to continue purchasing a

brand's goods or services. Increased Revenue – Happy customers tend to spend
more and contribute to higher sales over time.
 Positive Reviews & Referrals – Satisfied customers leave good reviews and recommend
the brand to others, leading to organic growth.
 Enhances Brand Reputation: A solid reputation based on customer satisfaction draws
in new customers and cultivates trust. Reduces Customer Churn – When customers are sat-
isfied, they are less likely to switch to competitors.
 Higher Customer Lifetime Value (CLV) – Retaining a satisfied customer means they
continue to purchase over a longer period, increasing their total value to the business.
 Competitive advantage: Businesses that are known for providing excellent customer ser-
vice stand out in the market and bring in more customers. Better Crisis Management – Sat-
isfied customers are more forgiving during occasional service failures or issues.
 Encourages Customer Engagement – Happy customers interact more with a brand,
providing valuable feedback and insights.
 Boosts Morale: Employees are more motivated and take pride in their work when custom-
ers are happy.

Benefits of Customer Satisfaction.

 Customer loyalty
 Support pillars
 Sales revenue
 Boost brand reputation and popularity
 Reduce marketing expenses
How to improve customer satisfaction?
 NPS Surveys
 Web intercept surveys
 Customers service surveys
 Social media handles
 Live website chats
Advantages and disadvantages of online shopping
Cons
1. Conveniences
Most importantly, convenience. Where else can you shop in your pyjamas at midnight
without feeling uncomfortable? You may finish your shopping in a matter of minutes without
having to wait in lines or find cashiers to assist you.
2. Better prices
Due to the lack of intermediaries involved, you can find better deals and cheaper pricing on-
line. Products are sent directly from the seller or manufacturer to you. Additionally, it's sim -
pler to evaluate prices and locate a better offer. Additionally, several websites online provide
rebates and coupons for discounts.
3. More variety
Online shopping has a tonne of options. Almost any brand or product you're looking for is
available. You don't need to pay for travel to keep up with the most recent global trends. In -
stead of being constrained by your local area, you can purchase goods from merchants in
other regions of the state, nation, or even the entire planet. You have access to a much wider
variety of colours and sizes than you would find locally.
4. Easy to send gifts
It is simple to send gifts to loved ones and friends, no matter where they are. The shipping
and packaging are handled for you. They frequently even wrap it as a gift for you! No longer
do you have to use distance as an excuse to skip sending a present on special occasions like
birthdays, marriages, anniversaries, Valentine's Day, Mother's Day, Father's Day, etc.
5. More controls
When we prefer to shop traditionally, we generally spend significantly more money than anti-
cipated and wind up purchasing products that weren't exactly what we wanted (but couldn't
find anything better in the store). When you shop online, you can get exactly what you want
and need without having to depend on the store's inventory.
6. Easy price comparisons
Online, it's much simpler to compare products and prices and conduct pricing research. You
may see customer reviews and product comparisons for all the available options for appli-
ances, for instance, along with links to the best rates. For the majority of products and shops,
we can do first-hand experience, ratings, and reviews research.
7. No crowds
If you're similar to me, you despise crowded stores. They can be a major pain, especially on
weekends, during holidays, and during festivals. Additionally, at times we feel hurried or
rushed due to the pressure of the crowded stores. No parking space battles are necessary.
When you shop online, you may avoid all of these issues.
8. No sales pressure
When we go shopping, we frequently wind up buying products that we don't really need be-
cause retailers push us or use their persuasive talents to persuade us to buy them.

And some other advantages

Access to used or damaged, Privacy for discreet purchases, Saves times, getting things at
doorsteps, pay safe in online mood and COD (Cash on delivery), Return and exchanges
policy is available and can send gift easily

Pros
1. Risk of fraud
Online purchases carry a higher risk of fraud due to the prevalence of credit card scams,
phishing, hacking, identity theft, fake websites, and other scams.
2. Spending too much time in online
You might burn out from spending too much time in front of a screen, especially if your
profession requires you to use a computer all day. Online shopping can quickly turn into a
scrolling and clicking marathon, and before you realise it, you've spent the most of the day
online. Although it's pleasant to browse the internet, you probably don't want to live there.
3. Negative environmental impact of packing and gas
It's easy for you but not so good for the environment to have your item delivered to your
front door in multiple layers of cardboard and plastic wrapping. Even if you try to recycle
the cardboard, shopping online generates unneeded waste
4. Shipping problems and delays
There is no way to guarantee that you'll receive your order in time unless you pick it up
from a shop because even the biggest and best shipping services and online businesses have
poor days. More often than you may imagine, packages are misplaced, diverted, damaged,
or delivered to the incorrect address.
5. Less contract with your community
You won't ever need to leave your house if you conduct all of your business online. This
might be wonderful for a while, but occasionally you might want to venture outside, take in
some fresh air, experience a change of scenery, interact with actual people, give back to
your community, and just blend in. Sometimes, a true human connection can outperform
what can be seen on a computer screen.
6. Returns can be complicated
While some vendors make the process simple, many make it very challenging for you to re-
turn their products or obtain a refund. You frequently cannot receive any shipping expenses
back.
7. You don’t know exactly what you’re getting
Online purchases involve a leap of faith that isn't always rewarded unless you are very fa -
miliar with a company or its goods. Sizes are frequently erratic. A photograph does not ac-
curately represent texture, fabric, fit, cut, quality, heft, or durability. Even products that
looked fantastic may feel flimsy, uncomfortable, or cheap in your hands.
8. Unfriendly, complicated websites and websites
Some websites demand that you subscribe to their mailing list and forbid you from doing
so. Your inbox will be filled with advertisements if you sell your email address to someone
else. Sometimes, websites don't provide accurate or good product descriptions, or you just
can't figure out how to make a purchase, send something back, or contact customer care.

Other disadvantages are

No sales assistance, no support for local retailers, Time delay, Pricing, Can’t inspect or try
products.

History of Myntra
 Myntra is headquartered in Bangalore, Karnataka, India. The business was established in
2007 or 2008 to market customized gifts. It’s a significant Indian fashion e-commerce com-
pany. Myntra.Com was purchased by Flipchart in May 2014.
Established by Mukesh Bansal along with Ashutosh Lawania and Vineet Saxena.

Award and pro

 Myntra was acknowledged as India’s Most Admired & Valuable Power Brand
award 2016 at the 7th Annual India Leadership Conclave & Indian Affairs
Business leadership award 2016.
 Myntra.com was announced as a winner of the Red Herring Global 100 award.
 CNBC-TV18 recognized Myntra’s website as one of the Hottest Internet com-
panies of the year.
 It has also been awarded ‘Fashion India’s eRetailer of the year 2013’
 Myntra online app and website also bagged the title of best e-commerce website
for 2012 by IAMAI
 The venture was also awarded Image Most Admired Retailer of the year: Non-
Store Retail
 Puma India awarded Myntra with the best e-commerce partner of the year 2011-
12.

How does Myntra Works

Myntra is a stage that permits clients to exchange items utilizing their informal communities like
Facebook Pages, WhatsApp and Facebook Groups, Telegram, and so forth any individual can ex-
change or sell the items to their Tried Party, family members, or to the local area with the assistance
of social media.
The items recorded on the Myntra stage are sold by outsider dealers who have enrolled with the
stage and Myntra does not claim, sell, or exchange any of the items all alone.
Whenever somebody shows an interest in purchasing an item, the client can add an increase on the
showed cost and statement the equivalent to the client. This increase addresses the benefit of the cli-
ent.
Myntra deals with the planned operations benefits and guarantees the conveyance to the client.

Conclusion

In recent years, Indian fashion e-commerce platform Myntra has shown significant growth and innov-
ation. Myntra became profitable in the fiscal year 2023-2024 (FY24), reporting a consolidated net
profit of 30.9 crore rupees, a significant improvement from the previous fiscal year's loss of 782.4
crore rupees. This profitability was accompanied by a 15% increase in revenue, reaching ₹5,121.8
crore in FY24.
With a 60% increase in demand year over year, the company's Home category has emerged as one of
its fastest-growing segments. This growth has been bolstered by AI-powered features like "Dream
Home Inspiration" and collaborations with designers like Masaba Gupta. The dedicated home store-
front now offers over 500,000 selections from more than 1,700 brands, catering to a diverse consumer
base.
Myntra became one of the first major fashion retailers worldwide to offer a 30-minute order delivery
service when it introduced "M-Now" in December 2024. This initiative underscores Myntra's commit-
ment to enhancing customer experience through innovation.
Financially, Myntra secured an $81 million investment from its parent company, Flipkart, in early
2025, reflecting continued confidence in its growth trajectory.
Additionally, as of March 17, 2025, the company's unlisted share price was 4,215 yen per share.
Overall, Myntra's strategic initiatives, financial performance, and innovative approaches have solidi-
fied its position as a leader in the Indian fashion e-commerce sector.