Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Effectiveness and Sustainability in Modern E-tailing Business through Application of Artificial Intelligence

Author(s): Jaheer Mukthar KP, JK Singh and Sanjay Kumar Singh

Electronic business or technically known as the electronic retailing is a booming sector across the world. E-tailing refers to the various activities related to buying and selling of goods and services to consumers around the world. The global e-tailing business is categorised by types of business, through end-use sector, and also geography. The market business model is categorized as B2B, B2C, C2B and C2C. In this e-tailing business, the emergence of AI component is very significant. It helps to understand the business better, helps to gather data through data mining, helps in human-machine interactions and helps to retrieve data and provide solution for customer related issues. On this backdrop, this study aims to bring out importance of e-tailing industry and also focusses to identify the role of artificial intelligence in the growth of e-tailing. It also aims to reveal the customer satisfaction and operational benefits for the e-tail business enterprises. It also studies the various trends in e-tailing by using AI technology and attempt find out challenges faced by the consumer and business enterprises in e-tailing. This piece of work adopts the descriptive research method to carry out the study. Based on the study, the existing gaps have been identified to provide suggestions for further innovations in e-tail business the AI technology.

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