Product return in e-commerce: examining the marketing contingencies for emerging markets

Abstract

In recent years, e-commerce has changed how shopping was done in India. Increased penetration of mobile phones and internet systems has supported this e-commerce boom to a great extent. Even though the picture looks well-painted, there are many challenges that the e-commerce sector has been facing over the years, with product return being the major one. The detailed study presented here aims to shed more light on product return and various associated patterns. The insights generated will also help business managers find better solutions for these observed product return patterns and control them.