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Introduction Having grown to great proportions presently, the world of ecommerce is showing great promise as an alternative buying channel vis-a-vis the traditional brick and mortar model. More and more retailers are looking at ways to maintain online stores and even increase sales by going online. For example, in India, e-tail is expected to account

Introduction In today’s era of online selling, the eCommerce website has become the de-facto standard and medium, which online shoppers can use to make their purchases online. When it comes to an eCommerce website, it could involve two basically different models, such as the direct model or the marketplace model. The direct model involves the