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A Study on Online Shopping Trust Among Youth in India: A Review

A review of analysis and researches about online shopping trust among youths in India to examine the e-commerce business gaining the confidence of highest population segment is attempted in this paper. India has the highest number of internet users and became the second-largest base in the word. Six million new entrants penetrate into the e-commerce business every month and its growth is at an inflection point with young users aged between 16 – 29 years being the most frequent users at the end of 2019. As India holds the biggest young population the money spent on buying products online increasing exponentially creates modesty on amount spending for products in online. Consequently, greater amount being spent purchasing products from online need much focus on with performance of the product bought using traditional conventional method. The core objective of this study is to review the literature on online shopping trust among youth in India, and to highlight the awareness level of online shopping, digital transformation and its new insights and barriers on online shopping with respect to the factor trust. It is expected that e-commerce market is estimated to grow to US$200 billion by 2026 as India’s e-commerce is growing at the annual rate of 51 per cent, comparatively highest in the world. Thus this study would throw light to understand the market trend in terms of trust factor in online shopping.