Innovative Marketing Strategies for Select E-Commerce Companies in India - A Review

  • Amit Kumar Bhanja Assistant Professor, Department of Management, School of Management Sciences, Varanasi, Uttar Pradesh
  • P. C. Tripathy Associate Professor, Department of Business Administration, Sambalpur University, Sambalpur, Odisha
Keywords: Innovation, E-commerce, Digital Marketing, Internet of Things (IoT), Artificial Intelligence, Amazon and Flipkart.


Innovation is the key to opportunities and growth in today's competitive and dynamic business environment.
It not only nurtures but also provides companies with unique dimensions for constant reinvention of the
existing way of performance which enables and facilitates them to reach out to their prospective customers
more effectively. It has been estimated by Morgan Stanley that India would have 480 million shoppers
buying products online by the year 2026,a drastic increase from 60 million online shoppers in the year 2016.
E-commerce companies are aggressively implementing innovative methods of marketing their product
offerings using tools like digital marketing, internet of things (IoT)and artificial intelligence to name a few.
This paper focuses on outlining the innovative ways of marketing that the E-Commerce sector implements
in orders to increase their customer base and aims at determining the future scope of this area. A conceptual
comparative study of Amazon and Flipkart helps to determine which marketing strategies are more
appealing and beneficial for both the customers and companies point of view.