E-commerce is an indispensable part of daily internet usage for consumers today. In India, the advent of the internet, the rise in the use of smartphones, and the entry of global players like Amazon have fuelled the growth of e-commerce. Since its inception, Amazon has seen steady growth in the number of sellers across its platform in India. Increasing numbers of sellers and consumers have resulted in Amazon being the most visited online shopping site in India for the last two years.