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With the increase in number of household computers and fast spreading internet connections, especially broadband connections, India have been experiencing an exponential growth in number of internet users in last decade or so. Conversions with significant Compound Annual Growth Rate of those online users into online buyers resulted in a huge Indian ecommerce market including online retailing market. This paper is mainly focused to analyze why the status of Indian ecommerce and E-tailing market is not very rosy till date since inception, why E-tailing has not reached the desired goal which includes the financial gain achieved by Indian online retailers though there are huge growth observed regarding the Internet usage and more inclinations of online Indian users towards online shopping in recent times. The Study is then aimed at behavioral trend of Indian online consumers so far. This study investigates the positive and negative influencers or variables which have been driving Indian users to search and buy online or stops them to shop in the virtual world in Indian socio-cultural scenarios. Finally a set of constructive solutions would be found to encourage and attract larger number Indian online users to shop through internet and would be proved beneficial for Indian e-tailors implementations wise and for future researchers who will work on this topic as well.

Why Indian E-Retailing Market is Still a Partly Success and a Partly Failure Story?