The world of business and marketing is going through a profound change on a worldwide scale in an era marked by digital innovation and changing consumer behaviours. India’s bustling metropolises, which act as hubs of business activity, technological development, and cultural diversity, are where this transition is most noticeable. This study explores the dynamic environment of e-commerce and retail marketing inside these urban centres, concentrating on the plethora of problems and difficulties that both sectors face. The explosion of e-commerce has hastened the transformation of conventional retail models into digital platforms. Customers now have access to a wide range of goods and services with a level of convenience previously unheard of thanks to this change. This evolution is not without complexity, though. The deeply ingrained traditional retail industry in India struggles to adjust to the shifting preferences of customers who are increasingly using digital platforms. This study attempts to completely explore the numerous problems and difficulties that the Indian metropolis e-commerce and retail marketing industries confront.
Keywords: E-Commerce, Digital, Retail, Industry.
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