An Analytical Study on User Experience on E-commerce Platforms in India

Dr. R. Vennila; C. Srividhya; Dr. Sudha B.S.

An Analytical Study on User Experience on E-commerce Platforms in India

Author(s)	Dr. R. Vennila, C. Srividhya, Dr. Sudha B.S.
Country	India
Abstract	India's digital economy has expanded at a remarkable pace over the past decade, propelled by rising smartphone penetration, cheaper mobile data, and a series of government-led digital initiatives. As of 2024, the country counted over 950 million internet subscribers and more than 270 million online shoppers, figures that placed it among the largest e-retail markets in the world alongside China and the United States. Within this fast-growing digital marketplace, platforms such as Amazon, Flipkart, Meesho, and Myntra compete not only on price and product range but increasingly on the quality of the experience they deliver to the end user. This paper undertakes an analytical examination of user experience (UX) on e-commerce platforms operating in India, viewed through the lens of established UX and service-quality frameworks including the Technology Acceptance Model, SERVQUAL, and the DeLone and McLean information-systems success model. Drawing on secondary data from industry and regulatory sources together with a structured review of the academic literature, the study examines six core dimensions of UX — usability and navigation, visual design, personalisation, trust and payment security, mobile responsiveness, and post-purchase support — and considers how well current platforms address the needs of an increasingly diverse user base drawn from metropolitan, Tier II, and Tier III markets. The analysis further considers the roles that emerging technologies such as artificial intelligence, conversational commerce, and the Open Network for Digital Commerce (ONDC) are likely to play in reshaping UX standards going forward. The paper concludes that while Indian e-commerce platforms have made substantial gains in functional usability, meaningful gaps remain in personalisation, regional-language support, and post-purchase service, and it offers a set of practical recommendations for platform designers, businesses, and policymakers seeking to build more inclusive and user-centric digital commerce.
Keywords	E-Commerce; User Experience; Online Platforms; Digital India; Consumer Behaviour; ONDC; Usability
Field	Business Administration
Published In	Volume 7, Issue 7, July 2026
Published On	2026-07-24

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An Analytical Study on User Experience on E-commerce Platforms in India

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