New Delhi, Dec 7 (KNN)  A study done by ASSOCHAM has revealed that digital marketing in India may touch USD 128 billion in 2017 as compared to today's level which is USD 42 billion.  The increase in usage of mobile and internet, m commerce sales, easy payment options, attractive discounts are the reasons behind the increase.

The growth in digital market is easily noticeable as it has grown steadily from USD 4.4 billion in 2010 to 13.6 billion in 2014 as per the study, ‘Future of E- commerce: uncovering Innovation’ conducted by ASSOCHAM and Deloitte jointly.

While releasing the paper D S Rawat, Secretary General, ASSOCHAM said, “the supply chain and logistics in e-commerce business are highly complex to manage in a vast country like India where infrastructure is not well-developed to reach every remote and rural area. The taxation policies for the e-businesses are not well-defined depending on different business models and transaction types. The complexity has further amplified with transactions happening across borders for online selling of goods and services. Moreover, e-businesses do not take sufficient steps to deploy a security solution, which is hindering the consumer rom transacting online.”

The study also revealed, the e-commerce companies are building communities on social media networks to better understand customer needs and to drive effective marketing strategies.

Around 75 per cent of Indian internet users are in the age group of 15 to 34 years. This category shops more than the remaining population. Peer pressure, rising aspirations with career growth, and fashion trends encourage this segment to shop more than any other category and India. This category, therefore, clearly enjoys a demographic dividend that favours the growth of the India e-commerce sector. (KNN Bureau)