E-tailing is the process of selling retail goods electronically over the internet. In e-tailing, business to consumer transactions are often take place for selling of goods. E-tailing include sale of products through website, or through advertisement. E-tailing offers a wide range of products and services to consumers without requiring them to be physically present in a store. With growing adoption of e-tailing, companies are providing enhanced and effective solutions such as products or service comparisons for purchase.

The demand for e-tailing is swelling due to rising penetration of internet and growing preference for online shopping by consumers. The e-tailing market is primarily driven by increasing consumer spending over internet to purchase the products or services. Moreover, e-tailing enables brick and mortar retailers to increase the presence of their products and services across the world without any land cost.

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The evolution of unique business models such as online payment, cash on delivery, and online wallet is supplementing the growth of e-tailing adoption worldwide. Furthermore, the value added services such as product or service comparison, and any time accessibility offered by e-tailing companies are paving way for the adoption of e-tailing platform by consumers.

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In addition, the rising competition among the online shopping websites with discounts and cheap rates has increased the consumer demand for online shopping.