Report

On

‘RESEARCH AND COMPARISON BETWEEN

MYNTRA AND AJIO”

Prepared by

Banani Das
Registration No. – 200415140064
Batch- 2020-2023
Under the Guidance of

PROF. ANSUMAN JENA

GUIDE

AS A FUILFILMENT OF B.COM PROGRAM

CENTURION UNIVERSITY OF TECHNOLOGY AND MANAGEMENT
SCHOOL OF MANAGEMENT
 ACKNOWLEDGEMENT

I would like to extend my deepest gratitude to Prof. Ansuman

Jena for giving me the opportunity to work on such an
informative project report. This project required a lot of hard-
work and research. The reason for being successful in this
project report is because of unconditional support from my
mentors.
I would also like to thank my parents and everyone who
helped me out for making this project report and making me
able to submit it at the earliest.

CERTIFICATE
I hereby declare that this project report is submitted by me, in
complete fulfilment of B.com (Banking and Accounting) of
Centurion University of Technology and Management, School
of Management, is exclusively prepared and conceptualized
by me and is not submitted to any other institution or
published anywhere before.

Signature: Banani Das

Date: 15/04/2023

PREFACE
This Project Report has been prepared in partial fulfilment of
the requirement for the programme B. Com (Sem. VI) in the
academic year 2022-2023.
The Field of Procurement and Accounts is developing very
fast and every department of Human activity is realizing it's
important in the smooth functioning of the organization.
Innovative techniques are used to carry out all the activities of
the department. Accounts sector is the most important aspect
in any business organisation.
The blend of learning and knowledge acquired during our
practical studies at the company is presented in this Project
Report.
I have precisely demarcated all the important points. I have
made my best possible efforts to remove all the errors.
The information presented in this Project Report is obtained
from sources like Company Personnel, Company Websites,
Other Websites, Company Reports, and Other Literature.

TABLE OF CONTENTS

COVER PAGE
ACKNOWLEDGEMENT
CERTIFICATE
 PREFACE
I. CHAPTER 1
I.1 ABOUT E-COMMERCE
I.2 GROWTH OF E-COMMERCE
I.3 IMPACT ON CUSTOMERS
II. CHAPTER 2
II.1 ABOUT MYNTRA
II.2 ABOUT AJIO
III. CHAPTER 3
3.1 LITERATURE REVIEW
IV. CHAPTER 4
IV.1 RESEARCH GAP
IV.2 OBJECTIVE OF THE STUDY
V. CHAPTER 5
V.1 RESEARCH METHODOLOGY
V.2 SURVEY QUESTIONS
V.3 FINDINGS
VI. CHAPTER 6
VI.1 CONCLUSION
VI.2 BIBLIOGRAPHY
INTRODUCTION TO E-COMMERCE

Again, for the past couple of years, e-business has become a

hot topic. This same act of reselling items through the internet
is known as e-businesses. Many e-business sites aim to build
customer loyalty. Various aspects influence the performance
of e-business websites, particularly usability or the simplicity
by which users may use the website, which has been proven to
become a key component in online company success. Maybe
this research uses a survey assessment based on Nielsen's
usability heuristics to analyse the usability of Myntra and Ajio
e-business websites. This also evaluates whether e-business
websites, such as Myntra and Ajio, provide more useful
features for accomplishing usability procedures in much less
time and with ease.

Background: Both Myntra and Ajio are Indian e-business

websites. The significance of evaluating the usability of e-
business websites is very well understood, and so this topic
has received a lot of research attention in the previous decade.
Objectives: This same thesis' primary objectives include using
a survey questionnaire to evaluate the usability of Myntra and
Ajio e-businesses websites, compare usability using Nielson's
usability heuristics to find much better utilizable e-businesses
websites among Myntra and Ajio, and select the most relevant
webpage among Myntra and Ajio to operate effectively in far
less time.
Methods: A study was undertaken to assess the usability of
the Myntra and Ajio e-businesses websites, and the results
have been used to evaluate the usability of the websites.
Participants were given a set of 6 tasks to complete (for
example, joining up and purchasing an item from both e-
businesses' websites), as well as the time it took them to
complete these tasks was measured. The average amount of
time taken to complete each task on both sites would be
examined by comparing which e-businesses website is the
more efficient in completing activities in much less time.
Results: The findings are acquired following the receipt of
online survey replies. These findings aren't standard; they
might be considered survey evaluation process observation-
based outcomes. As per the poll results, a comparison of the
Myntra and Ajio e-businesses websites was made, with
Myntra emerging as the more usable. The outcomes are
determined by evaluating the amount of time it takes a user to
complete tasks on both e-businesses' websites to determine
whether a website has the most valuable features for
completing the activity.
Conclusions: According to the study's findings, Myntra is
more useable than Ajio, and Myntra delivers superior
effectiveness in completing activities less than Ajio.
Keywords: Myntra, Ajio, E-businesses, Usability heuristics,
Comparison, Survey evaluation

Electronic commerce
(electronic commerce) is the
activity of electronic purchase
or sale of products on
online services or over the
Internet. E-commerce draws
on technologies such as mobile
commerce,
electronic funds transfer,
supply chain management,
Internet marketing, online
transaction processing,
electronic data interchange
(EDI), inventory management
systems, and automated data
collection systems.
E-commerce, in turn, is driven
by the technological
advancement of the
semiconductor industry and is
the
largest sector of the electronics
industry.
Electronic commerce
(electronic commerce) is the
activity of electronic purchase
or sale of products on
online services or over the
Internet. E-commerce draws
on technologies such as mobile
commerce,
electronic funds transfer,
supply chain management,
Internet marketing, online
transaction processing,
electronic data interchange
(EDI), inventory management
systems, and automated data
collection systems.
E-commerce, in turn, is driven
by the technological
advancement of the
semiconductor industry and is
the
largest sector of the electronics
industry.
Electronic commerce (electronic commerce) is the activity of
electronic purchase or sale of products on online services or
over the Internet. E-commerce draws on technologies such as
mobile commerce, electronic funds transfer, supply chain
management, Internet marketing, online transaction
processing, electronic data interchange (EDI), inventory
management systems, and automated data collection systems.
E-commerce, in turn, is driven by the technological
advancement of the semiconductor industry and is the largest
sector of the electronics industry.

E- commerce typically uses

the web for at least part of the
transaction lifecycle, although
it may also use
other technologies such as
email. Typical e-commerce
transactions involve the
purchase of products (such
as books from Amazon) or
services (such as music
downloads in the form of
digital distribution such as the
iTunes Store). There are three
areas of e-commerce: online
retail, e-marketplaces and
online auctions. E-
commerce is supported by e-
business. The existential value
of e-commerce is to enable
consumers to shop
online and pay online through
the Internet, which saves time
and space for customers and
businesses, greatly
improves transaction
efficiency, especially for busy
office workers, but also saves
a lot of valuable time. E-
commerce businesses may also
use some or all of the
following:
E- commerce typically uses the web for at least part of the
transaction lifecycle, although it may also use other
technologies such as email. Typical e-commerce transactions
involve the purchase of products (such as books from
Amazon) or services (such as music downloads in the form of
digital distribution such as the iTunes Store). There are three
areas of e-commerce: online retail, e-marketplaces and online
auctions. E-commerce is supported by e-business. The
existential value of e-commerce is to enable consumers to
shop online and pay online through the Internet, which saves
time and space for customers and businesses, greatly
improves transaction efficiency, especially for busy office
workers, but also saves a lot of valuable time. E-commerce
businesses may also use some or all of the following:

Online shopping for direct-to-

consumer retail via websites
and mobile apps and
conversational
commerce via live chat, chat
bots and voice assistants;
• Providing or participating
in online marketplaces that
process business-to-consumer
(B2C) or
consumer-to-consumer (C2C)
sales by third parties;
• Business-to-business
(B2B) buying and selling;
• Collection and use of
demographic data through web
contacts and social media;
• B2B electronic data
interchange;
• Marketing to potential and
established customers by e-
mail or fax (for example,
through
newsletters);
• Involvement in retail for
the launch of new products and
services;
 Online shopping for direct-to-consumer retail via websites
and mobile apps and conversational commerce via live
chat, chat bots and voice assistants;
• Providing or participating in online marketplaces that
process business-to-consumer (B2C) or consumer-to-
consumer (C2C) sales by third parties;
• Business-to-business (B2B) buying and selling;
• Collection and use of demographic data through web
contacts and social media;
• B2B electronic data interchange;
• Marketing to potential and established customers by e-
mail or fax (for example, through newsletters);
• Involvement in retail for the launch of new products
and services;

 Online financial exchanges for currency exchange or

business purposes.

There are five basic categories of E-Commerce

 BUSINESS TO BUSINESS
 BUSINESS TO CONSUMER
 BUSINESS TO THE GOVERNMENT
 CONSUMER TO BUSINESS
 CONSUMER TO CONSUMER
THE GROWTH OF E-COMMERCE

E- commerce has come a long

way since CompuServe
launched in 1969.Driven by
changes in technology
and global circumstances; e-
commerce is growing and
shows no signs of stopping.
• Online sales are expected
to reach 22% of global retail
sales by 2023, up from 14.1%
in 2019.
• It is estimated that by
2024, digital wallets will
account for more than half of
total e-commerce
payment volumes.
Amazon will account for
39.5% of all US retail e-
commerce sales in 2022, or
nearly $2 out of $5 spent
online.
E- commerce has come a long way since CompuServe
launched in 1969.Driven by changes in technology and global
circumstances; e-commerce is growing and shows no signs of
stopping.
 • Online sales are expected to reach 22% of global retail sales
by 2023, up from 14.1% in 2019.
• It is estimated that by 2024, digital wallets will account for
more than half of total e-commerce payment volumes.
Amazon will account for 39.5% of all US retail e-commerce
sales in 2022, or nearly $2 out of $5 spent online.
IMPACT ON CUSTOMERS

E-commerce brings
convenience to customers
because they don’t have to
leave home and just browse
websites online, especially to
buy products that are not sold
in nearby stores. It could help
customers buy a
wider range of products and
save customers' time.
Consumers are also
empowered through online
shopping.
They are able to research
products and compare prices
between retailers. With the
practice of user ratings
and reviews from companies
such as Bazaar voice, Trust
pilot, and Yelp, customers can
also see what others
think of a product and decide
whether they want to spend
money on it before making a
purchase. Online
shopping also often provides a
sales promotion or discount
code, making it more cost-
effective for
customers. In addition, e-
commerce provides detailed
product information; even the
staff at the store cannot
offer such a detailed
explanation. Customers can
also view and track their order
history online.
E-commerce brings convenience to customers because they
don’t have to leave home and just browse websites online,
especially to buy products that are not sold in nearby stores. It
could help customers buy a wider range of products and save
customers' time. Consumers are also empowered through
online shopping. They are able to research products and
compare prices between retailers. With the practice of user
ratings and reviews from companies such as Bazaar voice,
Trust pilot, and Yelp, customers can also see what others
think of a product and decide whether they want to spend
money on it before making a purchase. Online shopping also
often provides a sales promotion or discount code, making it
more cost- effective for customers. In addition, e-commerce
provides detailed product information; even the staff at the
store cannot offer such a detailed explanation. Customers can
also view and track their order history online.

ABOUT MYNTRA

Myntra is a major Indian

fashion e-commerce company
based in Bangalore,
Karnataka, India. The
company was founded in
2007-2008 to sell
personalized gift items. In
May 2014, Myntra.com was
acquired by
Flipkart. In May 2022, Myntra
launched an express delivery
service on its
app, offering a unique
experience on the fashion and
beauty platform. This
service allows shoppers to
receive orders for products
marked with the "M-
express tag" on the listing page
within 24-48 hours of
purchase.
Myntra is a major Indian fashion e-commerce company based
in Bangalore, Karnataka, India. The company was
founded in 2007-2008 to sell personalized gift items. In
May 2014, Myntra.com was acquired by Flipkart. In May
2022, Myntra launched an express delivery service on its app,
offering a unique experience on the fashion and beauty
platform. This service allows shoppers to receive orders for
products marked with the "M- express tag" on the listing page
within 24-48 hours of purchase.
Founded by Mukesh Bansal along with Ashutosh Lawania
and Vineet Saxena; Myntra sold personalized
gift items on demand. In the first years, it operated mainly on
the B2B (business-to-business) model.
Between 2007 and 2010, the site allowed customers to
personalize products such as T-shirts, mugs, mouse
pads, and more. In 2011, Myntra started selling fashion and
lifestyle products and moved away from
personalization. By 2012, Myntra offered products from 350
Indian and international brands. The website
launched the brands Fast track Watches and Being Human. In
2014, Myntra acquired Flipkart in a deal
worth ₹2,000 crore (US$250 million). Two major joint
shareholders Tiger Global and Accel Partners
influenced the purchase. Myntra operates and operates
independently. Myntra continues to operate as a
separate brand under the ownership of Flipkart, focusing
primarily on "trendy" consumers. As of 2014,
Myntra's portfolio included about 1, 50,000 products from
over 1,000 brands with a distribution area of
around 9,000 PINs in India. In 2015, Ananth Narayanan
became the CEO of Myntra. On 10 May 2015,
Myntra announced that it would shut down its website from
15 May and serve customers exclusively
through its mobile app. The service has already discontinued
its mobile website in favour of an app. Myntra
justified its decision by saying that 95% of its website traffic
came through mobile devices and 70% of its
purchases were made on smart phones. The move received
mixed reception and resulted in a 10% drop in
sales. In February 2016, Myntra acknowledged the failure of
the "app-only" model and announced that it
would revive its website. In September 2017, Myntra
negotiated rights to manage 15 Esprit Holdings offline
stores in India. Myntra posted a net loss of ₹151.20 million in
the 2017–18 financial year. In January 2021,
Myntra changed its logo after a police complaint was
registered that the logo resembled a naked woman.
The complaint was filed by a woman named Naaz Patel, who
runs an NGO called A vesta Foundation.
ACQUISITIONS AND INVESTMENTS
In October 2007, Myntra received its seed funding from
Erasmic Venture Fund (now known as Accel Partners), Sasha
Mirchandani of Mumbai Angels and several other investors.
In November 2008, Myntra raised nearly $5 million from
NEA-Indus Ventures, IDG Ventures and Accel Partners.
Myntra raised $14 million in a Series B funding round. The
investment round was led by private equity firm Tiger Global;
existing investors IDG Ventures and Indo-US Venture
Partners have also put in significant amounts to fund Myntra.
Towards the end of 2011, Myntra.com raised $20 million in
its third round of funding, again led by Tiger Global. In
February 2014, Myntra raised an additional $50 million (Rs
310 million) from Premji Invest and several other private
investors. In April 2015, Myntra acquired Bangalore-based
mobile app development platform Native5 to strengthen and
expand Myntra's mobile technology team. In July 2016,
Myntra acquired mobile content aggregation platform Cubit to
strengthen and expand its technology team. In July 2016,
Myntra acquired its rival Jabong.com to become India's
largest fashion platform. In October 2017, Myntra tied up
with the Ministry of Textiles to promote the handloom
industry. In April 2017, the
12 company acquired iBlog, a city technology platform for the
e- commerce sector. In April 2018, Myntra acquired
Bangalore-based start-up Witworks, a wearable device maker,
to strengthen its technology team. In August 2018, Myntra
acquired Mumbai-based start-up Pretr Online Services Pvt.
Ltd., an end-to-end omnichannel platform for retail.
 ABOUT AJIO
AJIO is an ecommerce segment of Reliance Retail. Reliance
Retail is an Indian retail company and a subsidiary of
Reliance Industries. Founded in 2006, the company is India's
largest retailer by revenue. Its retail stores offer food, grocery,
clothing, footwear, toys, home improvement products,
electronic goods and farm tools and inputs. In addition to
physical stores, the company also sells products on its e-
commerce channels. It has 280,000 employees at 16,700 store
locations. In September 2020, it was announced that US
investment firm Silver Lake had bought a 1.75% stake in
Reliance Retail for ₹7,500 million (US$940 million), valuing
the business at ₹4.28 trillion (US$54 billion). On 23
September, it was announced that KKR had bought a 1.28%
stake for ₹5,500 million, valuing the business at ₹4.28 trillion
or $58 billion. In October 2020, Singapore's GIC bought a
1.22% stake for US$752 million, while TPG acquired a 0.41%
stake for US$250 million, giving Reliance Retail a pre-money
valuation of US$58.5 billion. In 2022, Reliance Retail
launched fashion stores under the Azorte brand under which it
sells footwear, fashion accessories, home and beauty products.
Reliance Retail had a turnover of ₹337 billion in the 2016–17
financial year. Reliance Retail reported sales of ₹450 billion
for the nine months ended December 2017 for the financial
year 2017–18, an increase of over 90% over the previous
period. The company also posted a profit of ₹7 billion for the
period. In the 2019-20 financial year, the company reported
revenue of ₹ 1.62 trillion and EBITDA of ₹ 9,654 crore, up
55.7% year-on-year.
AJIO, a fashion and lifestyle brand are a Reliance Retail
digital initiative and is the ultimate fashion destination for
hand-picked, on-trend styles at the best prices you'll find
anywhere. Celebrating fearlessness and uniqueness, Ajio
constantly strives to bring a new, current and accessible
perspective on personal style. At the heart of it all is Aji’s
philosophy and initiatives pointing to one simple truth -
inclusivity and acceptance as the only way to make our
society a little more human. And a little more stylish at the
same time, whether it’s creating capsule collections that make
it easy to put together great looks, bringing exclusive
international brands to life in one place, reviving India's rich
textile heritage through the India Collection, or creating great
style with easy shopping. through its own brand AJIO Own.
With advanced internet infrastructure built by JIO and robust
physical retail built by Reliance Retail, it is creating a
differentiated e-commerce model for India through AJIO.
This model will include seamless integration of online and
offline models while innovating superior customer
experience, delivery services and payment system. AJIO is
the fashion and lifestyle brand of India’s leading telecom and
retail chain Reliance Industries. AJIO brings customers the
best in fashion at the best prices. Offering handpicked and
unique styles to its customers, the brand has today become the
ultimate fashion destination for millions of its customers.
Launched in 2016, the brand is giving tough competition to
giants like Amazon and Flipkart, mainly because of the
business model it has adopted. Reliance used the business
model used by Alibaba, typically the O2O model, to be
introduced and its online retail store.

AJIO is an ecommerce
segment of Reliance Retail.
Reliance Retail
is an Indian retail company
and a subsidiary of Reliance
Industries.
Founded in 2006, the company
is India's largest retailer by
revenue.
Its retail stores offer food,
grocery, clothing, footwear,
toys, home
improvement products,
electronic goods and farm
tools and inputs.
In addition to physical stores,
the company also sells
products on its
e- commerce channels. It has
280,000 employees at 16,700
stores
locations. In September 2020,
it was announced that US
investment
firm Silver Lake had bought a
1.75% stake in Reliance Retail
for ₹7,500 million

LITERATURE REVIEW
 Das, K. and Ara, A., 2015. Growth of e-commerce in India.
Growth, 2(4). The topics covered include the terms study of
commerce, key drivers of growth, market growth potential,
investment, retail market, logistics infrastructure, internet
regulations, key challenges and future of ecommerce.
 Chanana, N. and Goele, S., 2012. Future of e-commerce
in India. International Journal of Computing & Business
Research, 8. In this paper they found that the Overall E-
Commerce will increase exponentially in coming years in
the emerging market of India.
 Panigrahi, C.M.A., Upadhyaya, R. and Raichurkar, P.P.,
2016. E-commerce services in India: prospects and
problems. International Journal on Textile Engineering and
Processes, 2(1). It raises key challenges that are being faced
by consumers relating to e-commerce viz., Ethical issues,
Perceptions of risk in e-service encounters, challenges for
e-business education and legal system.
 Washisht, R. and Mahesh, C.J.D., 2020. A comparative
study of customer satisfaction of Myntra and Ajio.
European Journal of Molecular and Clinical Medicine, 7(8),
pp.5820-5828.The overall study reveals that the E-
Commerce customers are mostly satisfied with price,
delivery safety, returns and refunds, quality of product,
authenticity of brand, after sale service (customer support)
and e-commerce service quality and perceived value.
 Peddinti, Z.P., 2022. A Comparative study of analysis of
the Myntra & Ajio E-businesses Websites using Usability
Method to Evaluate. This study gives various aspects
influence the performance of e-business websites,
 particularly usability or the simplicity by which users may
use the website.

RESEARCH GAP
• Deviation between the factors acquires and proposed for the
study that is Covid-19 pandemic and comparison between two
established factors.
• Special E-commerce sites are considered for the study to
ascertain the result upon the comparison.
• Differentiation between the sales, usability and success.
 • Ascertained the impact of covid-19 on e-commerce with
special reference to e-commerce site. Study upon the specific
segment within the established time period.

OBJECTIVES OF THE STUDY

OBJECTIVE 1: To determine
the competitive strategies used
to penetrate in the market.
OBJECTIVE 2: To ascertain
the impact of Covid-19 in
terms of sale and competition
OBJECTIVE 1:
To determine the competitive strategies used to penetrate in
the market.
OBJECTIVE 2:
To ascertain the impact of Covid-19 in terms of sale and
competition.
 RESEARCH METHODOLOGY

A research method is a specific

process or process used to
identify, analyse and analyse
information on a
topic. In the research paper,
the methodology section
allows the student to critically
evaluate the overall
suitability of the research and
reliability. The Process section
answers two key questions:
How was data
collected and generated? How
was it analysed? This study is
mainly aimed at E-commerce
and Impact. The
analysis aims to draw attention
to potential, impact and
differentiation. Number of
tools and analytical tools
used to achieve this goal. As a
first tool, the authors use an
analysis of the actual object.
This study used a
second data collection method.
And the sample is collected
online with researched papers.
The survey
collected from secondary
sources to find solutions to all
the questions resolved in the
findings. We found
some similar and different
responses from different
sources and features. This
study contains the qualitative
approach to reach the finding
in the proposed way where we
use secondary data from
different sources that
give us the gaped research
which has to be defined. This
study also contains
quantitative data of sale and
different factors from
secondary sources which
evaluates the comparison
degree of the study.
A research method is a specific process or process used to
identify, analyse and analyse information on a topic. In the
research paper, the methodology section allows the student to
critically evaluate the overall suitability of the research and
reliability.
The Process section answers two key questions:
How was data collected and generated?
How was it analysed?
This study is mainly aimed at E-commerce and Impact. The
analysis aims to draw attention to potential, impact and
differentiation. Number of tools and analytical tools used to
achieve this goal. As a first tool, the authors use an analysis of
the actual object. This study used a second data collection
method. And the sample is collected online with researched
papers. The survey collected from secondary sources to find
solutions to all the questions resolved in the findings. We
found some similar and different responses from different
sources and features. This study contains the qualitative
approach to reach the finding in the proposed way where we
use secondary data from different sources that give us the
gaped research which has to be defined. This study also
contains quantitative data of sale and different factors from
secondary sources which evaluates the comparison degree of
the study.
QUESTIONNARE SURVEY
Users are asked to answer survey questions in this area.
1st survey question:
Which e-businesses website(s) is equivalent to specific other
sites' account opening (like Bing, Yahoo) when making a
personal account on Myntra and Ajio?
2nd survey question:
10 What e-businesses website(s) gave you more valuable tips
to avoid problems when opening an account on Myntra and
Ajio?
3rd survey question:
Which e-businesses website(s) gave you decent clear fault
messages while registering into the e-business's websites?
4th survey question:
What e-businesses website(s) offered you the ease of
accessibility (such as going to the previous page or leaving)
while carrying out task 3?
5th survey question:
Which other e-businesses website(s) does have the best call-
to-action icon (like favourites or save for later) when adding
an item to a Shopping bag?
6th survey question:
Which of the e-business's website(s) presented users better-
personalized information based on your prior actions when
you reviewed the recommendations?
7th survey question:
Which of the e-business's website(s) correctly alerted users
after placing an item in your shopping trolley?
8th survey question:
In both e-businesses, which website(s) offered you the proper
assistance and knowledge to achieve a goal?
9th survey question:
Which of the e-business's website(s) conveyed the info you
had previously given at the time of account set up well when
checking for personal details?
10th survey question:
Which one of the e-business's website(s) allowed you to
update your info while verifying it? Users have four types of
options for the survey questions listed above: a) Myntra
b) Ajio
c) Neither A nor B
d) None of the above

FINDINGS
A research project's main outcomes are what the project
proposes, presents, and discloses. As opposed to conclusions
or recommendations taken from the results, this usually refers
to the total amount of the results.
OBJECTIVE 1:
Over the study, we found some major impact of the
competitive strategies on the product, services and usually the
 marketing strategies. Generally speaking, there are different
factors established to ascertain the consumer attention and
success creation.
a) System Health Visibility: The system health Visibility is a
web-based management tool with a mobile application that is
used at public primary system health care and visibility to
capture and monitor system help availability.
b) Match between the system and the natural world: It is
preferable to use simple words, ideas, and concepts that are
recognizable to consumers instead of terms that are mutually
exclusive.
c) User control and freedom: Consumers often make simple
mistakes and change their minds. Allow users to cancel the
stream and return to the original status of the system or to stop
the stream and return to the original status of the system.
d) Consistency and standards: It are important to simplify a
method or service to avoid causing confusion among the
audience by expressing the same idea multiple times through
words, actions, suggestions, or circumstances.

e) Prevention of Errors: The

basic definition of E-
commerce platforms is to
prevent
 malfunctions or circumstances
that could affect a consumer's
decision to buy incorrectly
or in an undesirable way.
f) Flexibility and efficiency
of use: The system must be
designed so that both
beginners
and experts can use it.
e) Prevention of Errors: The basic definition of E-commerce
platforms is to prevent malfunctions or circumstances that could
affect a consumer's decision to buy incorrectly or in an
undesirable way.

f) Flexibility and efficiency of use: The system must be

designed so that both beginners and experts can use it.
g) Aesthetic and minimalist design: Consumers should
only receive relevant and necessary information;
extraneous information devalues the value of what is
needed. In apps, words, images, graphics, and videos
can be used to communicate ideas.
h) Help and Documentation: Even if a service or
method is designed to be easy to use without
assistance, we still need to provide support and
guidance to consumers.
COMPARISION BETWEEN AJIO’S AND MYNTRA’S
LOGIN PAGE
OBJECTIVE 2: As a result of
the study and our research, we
identified some influencing
factors that show the impact of
Covid-19 pandemic on E-
commerce segment. The
COVID-
19 pandemics has had far-
reaching economic
consequences, including the
COVID-19
recession, the second largest
global recession in recent
history, a reduction in services
sector
trade during the COVID-19
lockdown, the stock market
crash of 2020, which included
the
largest one-week stock market
decline since the financial the
2007-2008 crisis and the
impact
of COVID-19 on financial
markets, the global supply
chain crisis of 2021- 2022, the
spike
in inflation in 2021-2022,
shortages related to the
COVID-19 pandemic
including global
chip shortages in 2020, panic
purchases and pricing. This led
to governments providing an
unprecedented amount of
stimulus. The pandemic was
also a factor in the 2021–2022
global
OBJECTIVE 2:
As a result of the study and our research, we identified
some influencing factors that show the impact of
Covid-19 pandemic on E-commerce segment. The
COVID- 19 pandemic has had far-reaching economic
consequences, including the COVID-19 recession, the
second largest global recession in recent history, a
reduction in services sector trade during the COVID-19
lockdown, the stock market crash of 2020, which
included the largest one-week stock market decline
since the financial the 2007-2008 crisis and the impact
of COVID-19 on financial markets, the global supply
chain crisis of 2021- 2022, the spike in inflation in
2021-2022, shortages related to the COVID-19
pandemic including global chip shortages in 2020,
panic purchases and pricing. This led to governments
providing an unprecedented amount of stimulus. The
pandemic was also a factor in the 2021–2022 global
energy crisis and the 2022 food crisis. The pandemic
increased sales in e-commerce. As more people stayed
at home, both by decision and through government
restrictions, brick-and-mortar purchases declined. On
the other hand, e-commerce grew by 34% during 2020
and in 2021 surpassed levels not expected by 2025
to reach $843 billion in 2021 in the US. Despite
persistent differences between countries, the covid-19
crisis has increased the dynamics of the e-commerce
landscape across countries and expanded the scope of
e-commerce, as well as through new firms, client
segments (e. g. elderly) and products (e. g. colonial).
The pandemic has caused a change in the way
shoppers behave and conduct their activities and has
directly moved the e- commerce industry, so e-
commerce prosperity has grown significantly during
the pandemic lockdown. The impact of the epidemic
on transportation and manufacturing has affected e-
commerce. Customers will consider whether the goods
can be shipped on time and delivered on time, and
these factors will influence their choice. Under the
current epidemic conditions, some online sellers using
e-commerce features are deceiving consumers. The
problems and shortcomings that these e-merchants
have revealed in the epidemic situation further push e-
merchants towards a more mature and regulated path.
Social media plays a huge role, Facebook and e-
commerce companies' own websites are the fastest
growing sales channels since the start of the covid-19
crisis. Global e-commerce revenue is expected to reach
$6.5 trillion by 2023, up from $3.5 trillion in 2019.

All the people who have

used digital platforms
for their use during the
lockdown must have a
different opinion in
response to users related
to digital platforms, the
use is
All the people who have used digital platforms for their
use during the lockdown must have a different opinion
in response to users related to digital platforms, the
use is related to their convenience, subscription,
online meeting or session tools, health related
applications, etc.
A surge in online sales has been observed in India
during the COVID-19 pandemic. The highest growth is
in beauty, wellness and personal care at 295 percent,
while the lowest growth was in food and grocery at
15.6 percent.

Online shopping sales in

India will reach approximately
USD 67 billion in 2021. The e-
commerce market is likely to
grow
to more than $145 billion by
2025. The e-commerce market
in India is the fastest growing
market
in the world.
In fiscal 2017, electronics led
the retail market with a
penetration rate of about 20
percent. In terms
of groceries, however, local
offline vendors or keranas
continued to be the preferred
choice for
everyday groceries due to ease
of negotiation and benefiting
from the 'old customer' tag
with extra
rations as a vendor gesture.
However, the number of online
shoppers in the country is
estimated to
grow to over 220 million in
2025, up from 80 million in
2017.
Online shopping sales in India will reach
approximately USD 67 billion in 2021. The e-commerce
market is likely to grow to more than $145 billion by
2025. The e-commerce market in India is the fastest
growing market in the world. In fiscal 2017, electronics
led the retail market with a penetration rate of about
20 percent. In terms of groceries, however, local offline
vendors or kiranas continued to be the preferred
choice for everyday groceries due to ease of
negotiation and benefiting from the 'old customer' tag
with extra rations as a vendor gesture. However, the
number of online shoppers in the country is estimated
to grow to over 220 million in 2025, up from 80 million
in 2017.
The outbreak of the corona virus in March 2020 caused
a sharp increase in prices across e- commerce
platforms. Panic shopping has led to shortages of
hygiene and food products online and in physical
stores across the country. As online consumption
continued to grow, unscrupulous sellers raised the
prices of some items. Amazon and Flipkart, India’s two
e- commerce market leaders, have urged sellers and
even blocked some products to charge responsible
prices. Manufacturers increased production to keep up
with the supply of fast- moving goods. Given the
uncertainty surrounding the impact of COVID-19,
manufacturers and retailers are likely to have to work
in unison to navigate the unprecedented demand and
supply scenario.
 RECOMMENDATIONS
FOR AN E-
COMMERCE
BUSINESS

Marketing your eCommerce website can come in all shapes

and sizes, and the strategy that works for one company or
store might not automatically work for yours. Finding the
right one can be crucial to your success, so it is a good idea to
become familiar with your options and learn what they are all
about.

With that in mind, let’s go over some of the best eCommerce

marketing strategies to use in 2022.

1. Utilize SEO

SEO (search engine optimization) continues to be one of the

best ways to affordably and organically attract people to your
store or site. It can be used for blogs, eCommerce stores,
online portfolios, and just about every other kind of site.
This strategy is all about helping your site rank higher in
search engine results. The higher you are in the results, the
more people will notice your site. Few people ever go three or
four pages into Google results for things, and many people
click on one of the first few options, so you need to make sure
you are there.

2. Consider Working with Influencers

Another great marketing strategy to help you grow your

business and attract more customers is working with
influencers. The influencer marketing industry is growing
rapidly and more and more companies are seeing it as a great
way to get their products in front of the right people.
Working with influencers gives you a chance to reach new
audiences, and help an influencer make sales for you, while
also increasing the awareness of your brand. Having these
Internet celebrities act as ambassadors for your brand can
have a major positive impact on sales, or at least interest in
your company.

3. Find Ways to Use Personalization

An increasingly popular tactic to drive more sales and help

your business thrive is using personalization. Customers today
are no longer happy simply being another number in a long
list of customers, and want to feel truly valued by the
companies they work with and purchase from.

A great way to show customers you care and appreciate them

as individuals is to use personalization when you can. Using
data, you can offer personalized experiences and
recommendations suited exactly for an individual, based on
past decisions or behaviour. This makes them feel as if you
are fine-tuning their experience, and can go a long way when
it comes to improving sales. In addition to using past history,
you can also use customer names and locations to personalize
the experience or your correspondence with them.

4. Optimize Your Store for All Devices

In the past, most Internet searching and shopping took place

on computers. However, today, that is changing. more Internet
traffic is actually coming from mobile devices like phones
and tablets, and this shows no signs of slowing down anytime
soon. As a result, you need to ensure your site is optimized
and can look great on every device. If not, you might find it
difficult to achieve the kind of success you want.
This is important to consider when first creating your site and
store, but is also something to keep in mind when making
posts, adding photos, and things like that. If your mobile
experience is clunky or simply not as good as what you offer
on a desktop, it could drive a large portion of potential
customers away.

6. Stimulate User-Generated Content

Using user-generated content is another wonderful way to

help the marketing of your eCommerce site. The benefits of
user-generated content are widespread and can really help
your store and brand seem more authentic and trustworthy.
When people look for companies to buy from or support, they
try to find some that are trustworthy and reputable.
By posting content that your users have created or shared, it
can show potential customers the good experiences that
current or past customers have had with your products or
services. User-generated content can be pictures, videos, or
even reviews of your products.

7. Boost the Performance Of Your Store

While getting someone to your site is great, it is not your

ultimate goal. You want to ensure that they also convert and
become a customer for you. Perhaps the best way to do this is
to boost the performance and experience that you offer with
your site.

The better experience that someone has on your site, the more

likely they are to become a customer. If your site is a laggy
mess or takes forever to load a new page or images, most
people are likely going to abandon your web-shop cart and
begin looking elsewhere. You need to ensure loading speeds
are great, the site is easy to navigate, and it looks good.
 CONCLUSION

This study believes that most

of the customers believe that
Myntra is the best website
which has a better
user interface (UI) than the
other two. This study helps to
find out the various digital
platforms that were
used during the lockdown
phase. Also, if all digital
platforms were future proofed
or not? How people felt
about using e-commerce
applications to buy goods
online. Did they feel safe
shopping if some of the people
we’re shopping online, all of
which products they ordered at
different stages of the
lockdown? With the
advancement in technology,
more and more people are
moving to e-commerce
platforms for shopping.
However, retaining old and
attracting new customers is not
as easy as it seems on an
online platform. If an
internet retailer wants to
satisfy their customers and be
successful in the online
market, they must have a
clear idea of their customers
and their needs. Keeping a
satisfied customer is a very
difficult task, especially
when the competition is huge
and customer expectations are
high. The key factors driving
this growth are
the rise in internet usage (up
20 percent) and 3G penetration
and the growing number of
Smartphone users
with mobile internet
availability. There are
currently an estimated 27
million mobile internet users
in India,
of which 4 percent purchase
products on mobile.
This study believes that most of the customers believe that
Myntra is the best website which has a better user interface
(UI) than the other two. This study helps to find out the
various digital platforms that were used during the lockdown
phase. Also, if all digital platforms were future proofed or
not? How people felt about using e-commerce applications to
buy goods online. Did they feel safe shopping if some of the
people were shopping online, all of which products they
ordered at different stages of the lockdown? With the
advancement in technology, more and more people are
moving to e-commerce platforms for shopping. However,
retaining old and attracting new customers is not as easy as it
seems on an online platform. If an internet retailer wants to
satisfy their customers and be successful in the online market,
they must have a clear idea of their customers and their needs.
Keeping a satisfied customer is a very difficult task, especially
when the competition is huge and customer expectations are
high. The key factors driving this growth are the rise in
internet usage (up 20 percent) and 3G penetration and the
growing number of Smartphone users with mobile internet
availability. There are currently an estimated 27 million
mobile internet users in India, of which 4 percent purchase
products on mobile.
BIBLIOGRAPHY
First, we want to tell you that our complete project is
based on secondary information and data refining that
are taken from secondary sources. Link is given below:
• Wikipedia: https://en.wikipedia.org/wiki/E-
commerce https://en.wikipedia.org/wiki/Myntra
https://en.wikipedia.org/wiki/Reliance_Retail
https://en.wikipedia.org/wiki/Economic_impact_of_th
e_COVID-19_pandemic
• BigCommerce:
https://www.bigcommerce.com/articles/ecommerce/#
growth-of-ecommerce
• Reliance Retail: https://relianceretail.com/ajio.html
• Studiousguy: https://studiousguy.com/ajio-business-
model/
• Statista:
https://www.statista.com/statistics/1286709/india-
covid-19-impact-on-e-commerce- sector-by-
categories/
https://www.statista.com/statistics/255359/online-
retail-sales-in-india/
Reference:
[1] Panigrahi, Ashok and Upadhyaya, Ranjan and
Raichurkar, P.P., E-Commerce Services in India:
Prospects and Problems (January 31, 2016).
International Journal on Textile Engineering and
Processes, Vol 2, Issue 1, 2016.
[2] B. Galhotra and A. Dewan, "Impact of COVID-19 on
digital platforms and change in E- commerce shopping
trends," 2020 Fourth International Conference on I-
SMAC (IoT in Social, Mobile, Analytics and Cloud) (I-
SMAC), 2020, pp. 861-866, doi: 10.1109/I-
SMAC49090.2020.9243379.
[3] Washisht, R. and Mahesh, C.J.D., 2020. A
comparative study of customer satisfaction of myntra
and ajio. European Journal of Molecular and Clinical
Medicine, 7(8), pp.5820-5828.
[4] Peddinti, Z.P., 2022. A Comparative study of
analysis of theMyntra & Ajio E-businesses Websites
using Usability Method to Evaluate.
[5] Panigrahi, C.M.A., Upadhyaya, R. and Raichurkar
P.P., 2016. E- commerce services in India: prospects
and problems. International Journal on Textile
Engineering and Processes, 2(1).
[6] Ara, Affreen. (2015). Growth of E-Commerce in
India. International Journal of Core Engineering &
Management (IJCEM). Volume 2. 25.
[7] Chanana, N. and Goele, S.,2012. Future of e-
commerce in India. International Journal of Computing
& Business Research, 8.
[8] Kitukutha, N.M., Vasa, L. and Oláh, J., 2021, June.
The Impact of COVID-19 on the economy and
sustainable e-commerce. In Forum Scientiae

INDEX

S.R. NO.
TITLE
PAGE NO.
I.
ACKNOWLEDGEMENT
I
ii.
CERTIFICATE
II
iii.
REPORT OF PLAGIARISIM
III
iv.
DECLARATION
IV
v.
CHAPTER - 1
6-12
1.1 INTRODUCTION
7
1.2 HISTORY
8
1.3 MYNTRA
9
1.4 AJIO
10
iv
CHAPTER - 2
13-14
2.1 LITERATURE RIVEIW
14
2.2 RESEARCH GAP
14
v.
CHAPTER - 3
15-16
3.1 OBJECTIVES OF THE
STUDY
16
3.2 RESEARCH
METHODOLOGY
16
vi.
CHAPTER - 4
17-23
4.1 FINDINGS
18
vii.
CHAPTER - 5
24-25
5.1 CONCLUSION
25
viii
BIBLIOGRAPHY

INDEX

S.R. NO.
TITLE
PAGE NO.
I.
ACKNOWLEDGEMENT
I
ii.
CERTIFICATE
II
iii.
REPORT OF PLAGIARISIM
III
iv.
DECLARATION
IV
v.
CHAPTER - 1
6-12
1.1 INTRODUCTION
7
1.2 HISTORY
8
1.3 MYNTRA
9
1.4 AJIO
10
iv
CHAPTER - 2
13-14
2.1 LITERATURE RIVEIW
14
2.2 RESEARCH GAP
14
v.
CHAPTER - 3
15-16
3.1 OBJECTIVES OF THE
STUDY
16
3.2 RESEARCH
METHODOLOGY
16
vi.
CHAPTER - 4
17-23
4.1 FINDINGS
18
vii.
CHAPTER - 5
24-25
5.1 CONCLUSION
25
viii
BIBLIOGRAPHY