Digital and E-commerce Retailing
This section covers Digital and E-commerce Retailing. The exam tests online business models, product listings, digital payments, logistics, returns and consumer protection in e-commerce.
Core rules
E-commerce models include business-to-consumer (B2C), business-to-business (B2B), direct-to-consumer (D2C), marketplace and omnichannel. A marketplace connects sellers and buyers; a D2C brand sells through its own website. A good listing has an accurate title, category, attributes, size chart, clear images, price, tax and shipping details, stock status, and return policy. Use secure payment gateways and never store card PINs. Plan reverse logistics for returns and refunds. Follow the e-commerce rules under the Consumer Protection Act, 2019: disclose seller details, provide a grievance officer, avoid misleading claims, and do not use dark patterns.
Worked example
A seller lists a cotton kurta. The title states fabric, fit and sleeve length; images show front, back and fabric close-up; the size chart gives chest and length in centimetres; price includes tax; delivery and return windows are stated. The seller does not use a stretched image or hide shipping charges. The reasoning is that accurate attributes reduce returns and build trust, while hidden charges cause complaints.
Traps
Do not use a misleading product photo or fake reviews. Do not hide shipping, COD or restocking charges. Do not ignore return pickup and refund timelines. Do not collect more personal data than needed.
Key points
- Distinguish B2C, B2B, D2C and marketplace models.
- Write accurate listings with attributes, images and size charts.
- Use secure payment and clear refund processes.
- Disclose seller, price, shipping and return terms.
- Follow e-commerce consumer protection and privacy rules.