Document Type : Research Article



The Indian E-commerce industry is growing rapidly due to outbreak of pandemic, rapid increase
in use of smartphones and access to high speed internet have resulted in customers looking for
convenience by making online purchase thereby saving time and cost. Technology plays an
inevitable role in helping ecommerce firms maximize their profit by analyzing customer
behavior online, making recommendations and providing personalized pricing. This paper will
focus of understanding and analyzing the present scenario in the online retail space to explore the
following concerns which is a point of discussion in this field. Are customers really being treated
fairly by ecommerce firms? Are customers guided to make purchase through recommendation
engines and personalized pricing and end up paying more as firms are able to identify their
willingness to pay more? This provides a qualitative study to answer these questions.