DECLARATION

I Shankar Shinde here by declare that the Project Report entitled “E-COMMERCE MARKETPLACE

ANALYSIS BASED ON CUSTOMER FEEDBACK”. Significance of the project written and submitted by me

to the Savitribai Phule University of Pune, in partial fulfilment of the requirement for the award

of degree of Master of Business Administration under the guidance of Prof. Anila Alam. It is my

original work and the conclusions drawn therein are based on the material collected and study

undertaken by me.

Date: Mrs. Shankar Shinde

Place: JSIMR Hadapsar, Pune.

1
 ACKNOWLEDGEMENT

Words fail short acknowledging immense support lends to me, yet I try to give full credit to

the deserved. I take this opportunity to thank for my friends for helping me to allowing

carry out the Project “E-COMMERCE MARKETPLACE ANALYSIS BASED ON CUSTOMER FEEDBACK”.

Significance of the project also express my sincere gratitude and thank to Principal DR.

Chandrakant Hake. JSIMR Hadapsar, Pune and internal guide Prof. Anila Alam for her

guidance support through these two months for her suggestion and support for

betterment of the project. Every work is an outcome of full proof planning continuous and

organized effort. This is combination of all the through put together sincerely. Last but the

not least would like to express my gratitude to my classmate for their encouragement and

moral support

2
 Index

SR.No. Chapter Page No.

1. Title Page
2. Declaration by Student
3. Acknowledgment by Student
4. Certification by the Guide Institutional Letterhead
5. Table of Contents
6. Abstract
7. Chapter I - Introduction
7.1 Statement of Problem
7.2 Purpose/ Objectives of the Project
7.3 Theoretical Framework
7.4 Significance of the Project

8. Chapter II -Review of the Literature

9. Chapter III -Methodology

9.1 Research Design
9.2 Data Collection Methods (Primary)
9.2.1 Survey Method
9.2.2 Structure of the Google Forms Survey
9.3 Sampling Method
9.4 Data Analysis Method
9.5 Limitations of the study

10. Chapter IV - Data Collection and Analysis

10.1 Google form and employees survey

11. Chapter V - Results/ Findings and Suggestions

11.1 Identifying Key Issues, Opportunities and Trends
11.2 Proposed Feasible Solutions or Recommendations
11.3 Reflections and Scope for Further Research
12. Chapter VI - Annexure
12.1 Questionnaire
12.2 geotagged Photos

3
 Abstract

The E-Commerce Marketplace Analysis Power BI Dashboard is a powerful analytical tool

designed to evaluate customer feedback across multiple online marketplaces. This project
focuses on analyzing reviews and ratings from platforms such as Amazon, Flipkart, Myntra,
and others to uncover patterns in customer satisfaction, complaints, and preferences. By
leveraging data visualizations and key sentiment metrics, the dashboard enables e-commerce
businesses and decision-makers to identify strengths, address shortcomings, and enhance
overall customer experience. The insights derived from this analysis support data-driven
strategies to improve product offerings, streamline service delivery, and boost brand loyalty in
a highly competitive online retail environment.

4
 Chapter I
INTRODUCTION

5
 INTRODUCTION

E-commerce, or electronic commerce, refers to the buying and selling of goods and services

over the internet. It involves online transactions conducted through websites, mobile apps,

and other digital platforms. E-commerce encompasses a wide range of business models

including Business-to-Consumer (B2C), Business-to-Business (B2B), Consumer-to-

Consumer (C2C), and more. The convenience of browsing, ordering, and paying online has

made e-commerce a dominant force in the modern retail industry.

In recent years, e-commerce has revolutionized the retail industry by enabling consumers

to purchase products and services through online platforms with speed, convenience, and

flexibility. E-commerce, or electronic commerce, involves digital transactions conducted via

websites, mobile applications, and online marketplaces. This sector has seen tremendous

growth in India, fueled by increasing internet access, digital payments, smartphone

adoption, and changing consumer lifestyles.

Popular platforms such as Amazon, Flipkart, Meesho, Myntra, Ajio, Nykaa, and Snapdeal

have become household names, offering customers a variety of options across categories

like fashion, electronics, groceries, cosmetics, and home appliances. However, as

competition between these platforms intensifies, providing a superior customer experience

has become a key differentiator.

Customer feedback plays a critical role in evaluating a platform’s performance, identifying

service gaps, and enhancing overall user satisfaction. Factors such as product quality,

delivery timelines, ease of returns, user interface, and customer support heavily influence

a consumer’s loyalty to a particular platform. Despite this, many platforms lack a structured,

data-driven approach to analyzing customer feedback in a meaningful and actionable way.

6
Most companies rely on ratings or occasional surveys, which often fail to capture the deeper

sentiments of users. Without detailed analysis, it becomes difficult to identify trends,

understand customer behavior, or improve weak areas in service delivery. This leads to

missed opportunities for growth and can negatively impact brand perception.

To bridge this gap, this project aims to analyze customer feedback collected through Google

Forms and visualize it using Power BI. By studying responses from real users across multiple

platforms, the project provides insights into customer satisfaction levels, common

complaints, platform preferences, and improvement suggestions. The objective is to help

e-commerce companies understand what their customers truly want—and use those

insights to refine strategies, boost satisfaction, and remain competitive.

Ultimately, this study seeks to support the shift from assumption-based decision-making to

evidence-based, customer-centric improvements in India’s rapidly evolving e-commerce

landscape.

7
Statement of the Problem

The rapid growth of e-commerce in India has transformed the retail landscape, offering

consumers a variety of platforms like Amazon, Flipkart, Meesho, Myntra, Nykaa, Snapdeal,

and Ajio. However, with rising competition, customer satisfaction and feedback have

become critical factors for marketplace success. Negative reviews, delivery issues, return

policies, and poor service experiences often lead to customer dissatisfaction, which can

impact brand reputation and customer retention. Many e-commerce platforms lack a

structured mechanism to systematically analyze customer feedback and identify actionable

insights. As a result, they miss opportunities to enhance user experience, optimize product

offerings, and build trust with consumers. Another significant issue is the absence of data-

driven tools that can categorize, visualize, and interpret large volumes of customer

feedback across different marketplaces. Without a strategic analysis of customer

sentiments, companies cannot effectively address key pain points, improve logistics, or

personalize services. Furthermore, the dynamic behavior of online customers, influenced

by price sensitivity, reviews, delivery time, and post-purchase service, makes it challenging

to meet expectations without deep analytical insights. Relying solely on ratings or general

surveys may not capture the complexity of consumer experiences across marketplaces. This

project aims to bridge the gap by using Power BI to analyze customer reviews, identify

patterns in feedback across various e-commerce platforms, and provide visual insights for

better decision-making. The analysis will help stakeholders understand consumer

expectations, improve service quality, and strengthen marketplace performance in a

competitive digital ecosystem. Ultimately, it will support e-commerce businesses in

becoming more customer-centric and responsive to market

8
Objective of the Project

The primary objective of the E-Commerce Marketplace Analysis Based on Customer Feedback

project is to develop a data-driven, interactive Power BI dashboard that enables e-commerce

managers, analysts, and business stakeholders to monitor, understand, and act on customer

sentiments across various online marketplaces. This dashboard aims to offer in-depth insights

into customer feedback to help improve service quality, customer satisfaction, and platform

performance. The specific objectives of the project are as follows:

1) Analyze customer sentiment trends across various e-commerce platforms

2) Identify feedback patterns shared by users across different marketplaces

3) Understand the key reasons behind customer dissatisfaction

4) Track product-specific issues that impact the shopping experience

5) Evaluate whether platform improvements have led to better satisfaction

6) Measure the business impact of negative customer feedback

7) Offer actionable insights to help e-commerce businesses improve services

8) Support better planning and market positioning through feedback analysis

By achieving these objectives, this project will enable e-commerce marketplaces to

better understand their customers, address critical feedback areas, and enhance overall

user experience—ultimately driving customer loyalty and platform growth. The Power

BI dashboard will act as a valuable tool for fostering data-backed decisions in the

competitive e-commerce ecosystem.

9
Theoretical Framework

The E-Commerce Marketplace Analysis Based on Customer Feedback project is grounded in

several theoretical concepts from consumer behavior, marketing analytics, service quality, and

business intelligence. These frameworks provide a foundation for understanding how customer

perceptions influence e-commerce performance and guide the development of data-driven

strategies for improvement. The theoretical framework for this study includes the following key

models and theories:

1. SERVQUAL Model (Parasuraman, Zeithaml & Berry, 1988)

• Concept: This model identifies five key dimensions of service quality—Tangibles,

Reliability, Responsiveness, Assurance, and Empathy—that determine customer

satisfaction.

• Application to Dashboard: The Power BI dashboard will assess and visualize feedback

on delivery timeliness, product quality, service responsiveness, and overall customer

satisfaction, helping identify which SERVQUAL dimensions need improvement.

2. Kano Model (Kano, 1984)

• Concept: The Kano Model classifies customer needs into basic, performance, and

excitement attributes. Understanding which features delight customers versus those

that frustrate them helps prioritize service changes.

• Application to Dashboard: The dashboard will categorize feedback into complaints,

neutral comments, and positive reviews, enabling platforms to detect and enhance

features that directly affect satisfaction and loyalty.

3. Expectancy-Disconfirmation Theory (Oliver, 1980)

• Concept: This theory posits that satisfaction is determined by the gap between

customer expectations and actual service performance. A negative disconfirmation

leads to dissatisfaction.

• Application to Dashboard: By comparing feedback sentiment with service metrics

10
 (like delivery time or product accuracy), the dashboard will highlight areas where

expectations are not being met, allowing businesses to close those gaps.

4. Net Promoter Score (NPS) Framework (Reichheld, 2003)

• Concept: NPS measures customer loyalty by asking how likely customers are to

recommend a service to others. It segments them into promoters, passives, and

detractors.

• Application to Dashboard: The system can integrate and visualize NPS data from

feedback, helping assess brand loyalty across different marketplaces and guiding

retention-focused strategies.

5. Customer Satisfaction Index Models (CSI)

• Concept: CSI models evaluate overall customer satisfaction based on various

weighted service attributes and demographic data.

• Application to Dashboard: The dashboard will allow weighting of satisfaction

variables (such as pricing, delivery, return process), producing a composite satisfaction

score that can be monitored over time.

6. Text Mining and Sentiment Analysis Techniques

• Concept: These data analytics techniques involve extracting insights from

unstructured customer reviews using natural language processing (NLP) to determine

sentiment polarity (positive, negative, neutral).

• Application to Dashboard: The Power BI solution will use sentiment analysis to

classify and visualize review polarity across product categories and marketplaces,

identifying what customers feel most strongly about.

7. Customer Lifetime Value (CLV) Theory

• Concept: CLV estimates the total revenue a business can expect from a customer

throughout their relationship. High satisfaction correlates with increased CLV.

• Application to Dashboard: The dashboard will help identify dissatisfied customer

11
 segments that may churn and allow businesses to prioritize interventions to boost

loyalty and CLV.

8. Balanced Scorecard Approach (Kaplan & Norton, 1992)

• Concept: This framework emphasizes performance measurement through multiple

perspectives: financial, customer, internal processes, and learning & growth.

• Application to Dashboard: Alongside satisfaction metrics, the dashboard will include

KPIs related to financial outcomes (e.g., sales trends, return rates), offering a holistic

view of how customer feedback ties into broader business goals.

9. Diffusion of Innovation Theory (Rogers, 1962)

• Concept: This theory explains how new ideas and technologies spread through

consumer populations, influenced by early adopters and social proof.

• Application to Dashboard: The dashboard may reflect customer attitudes toward

new platform features, tracking acceptance or resistance across feedback to guide

future innovation strategies.

Conclusion of the Theoretical Framework

The E-Commerce Marketplace Analysis Based on Customer Feedback Power BI Dashboard

draws from well-established theories in customer behavior, marketing analytics, and service

quality. These frameworks help to systematically understand, interpret, and visualize customer

sentiments across different platforms. By combining these theories with real-time feedback and

predictive analytics, the dashboard offers actionable insights that guide improvements in user

experience, service delivery, and marketplace performance. This theoretical grounding ensures

that the dashboard not only visualizes customer feedback but transforms it into strategic

knowledge—ultimately supporting data-driven decision-making and enhanced

competitiveness in the e-commerce ecosystem.

12
Significance of the Project

The E-Commerce Marketplace Analysis Based on Customer Feedback is a crucial project

aimed at understanding consumer sentiment, identifying platform-specific strengths and

weaknesses, and helping businesses enhance customer experience. As competition intensifies

among platforms like Amazon, Flipkart, Meesho, Myntra, Ajio, Nykaa, and Snapdeal, gaining

direct insights from users becomes a powerful strategy for differentiation and growth. This

project holds significant value for the following reasons:

1. Improved Customer Experience Strategies

Understanding customer pain points related to delivery, quality, pricing, or return policies

allows platforms to optimize user experience. This project identifies areas where each

platform excels or needs improvement, helping businesses design targeted customer

satisfaction strategies.

2. Competitor Benchmarking

By comparing feedback across multiple platforms, the project provides valuable competitive

intelligence. It highlights which platform leads in pricing, customer service, or app usability—

helping others adopt best practices and stay competitive.

3. Data-Driven Decision Making

Instead of relying on assumptions, this project uses real customer data to provide actionable

insights. With the help of Power BI visualizations, e-commerce businesses can make informed

decisions about UI design, promotions, logistics, and customer service.

4. Enhanced Brand Loyalty

Platforms that act on customer feedback tend to build stronger brand loyalty. By analyzing

sentiments and addressing recurring complaints, e-commerce players can foster long-term

customer trust and reduce churn.

13
5. Understanding Key Satisfaction Drivers

This analysis helps determine which factors—product quality, delivery speed, app experience,

pricing, etc.—influence overall satisfaction the most. It enables platforms to prioritize the

features that matter most to users.

6. Feedback-Based Product & Service Improvement

The project captures direct customer suggestions that can guide feature updates, logistics

optimization, and even vendor selection. These insights are crucial for continuous

improvement in a fast-paced online market.

7. Platform-Specific Insights

Each marketplace has a unique positioning and audience. This project reveals individual

platform strengths and weaknesses, enabling them to tailor marketing and operational

strategies accordingly.

8. Alignment with Business Goals

Customer satisfaction is directly tied to repeat purchases, word-of-mouth referrals, and

revenue growth. This analysis aligns with e-commerce companies' broader goals by

promoting customer-centric development.

9. Market Trend Identification

By analyzing preferences across age groups, gender, and regions, the project helps identify

trending platforms, popular product categories, or shifting expectations, enabling platforms to

adapt and innovate.

10. Creating a Positive Feedback Loop

When customers see their feedback results in visible changes (like faster delivery or better

app experience), it builds a positive feedback loop—encouraging more reviews and

strengthening brand-customer relationships.

14
 Chapter II
Review of the Literature

15
Literature Review

1. E-Commerce Marketplace Analysis Based on Customer Feedback

• Consumer Perception Towards E-Commerce Portals: This paper examined consumer behavior

and expectations while shopping on platforms like Amazon and Flipkart. It revealed that

delivery speed, product quality, and return policies significantly influence customer satisfaction.

The study found that 78% of customers prefer platforms with smooth return processes, and

65% are influenced by product reviews before purchasing.

• Impact of Customer Reviews on Purchase Decisions in Online Marketplaces: This research

highlighted the growing importance of customer feedback in e-commerce platforms. It was

found that platforms like Myntra and Nykaa that actively respond to feedback and show

transparency in review sections have 23% higher engagement rates. The study emphasized the

trust-building role of verified reviews.

• Service Quality and Customer Loyalty in E-Commerce: This study focused on how e-

commerce giants retain customers through efficient logistics, user-friendly interfaces, and

personalized recommendations. It concluded that consistent service quality directly increases

repeat purchases. Flipkart and Meesho were cited for their adaptive customer service models

and strong delivery networks in Tier-2 and Tier-3 cities.

• Role of Personalization and Recommendation Systems: This paper analyzed how AI-based

product recommendations increase customer engagement. It found that 35% of purchases on

platforms like Amazon are driven by personalized suggestions, making recommendation

engines a key to improving user experience.

16
Chapter III
Method

17
Data Collection Methods: Google Forms

The success of the E-Commerce Marketplace Analysis Based on Customer Feedback project

relies heavily on collecting accurate, relevant, and diverse data from online shoppers. Google

Forms was used as the primary data collection tool due to its ease of use, wide accessibility,

and ability to gather structured feedback across various e-commerce platforms. This method

enabled the collection of customer opinions and experiences across platforms like Amazon,

Flipkart, Meesho, Snapdeal, Myntra, Nykaa, and Ajio.

1. Research Design

The research design follows a descriptive and exploratory approach to understand consumer

sentiment, preferences, and pain points while using different e-commerce platforms. Google

Forms was used to design a customer feedback survey distributed among a diverse group of

online shoppers. The collected responses were later imported into Power BI to generate

interactive dashboards and identify key trends across marketplaces.

2. Data Collection Method

2.1 Survey Method

The survey method is central to the project, enabling real users to share their feedback on e-

commerce platforms. Questions were designed to evaluate areas such as product quality,

delivery experience, pricing, app usability, customer support, and overall satisfaction. The goal

was to understand what customers like, dislike, and expect from each platform.

2.2 Structure of the Google Forms Survey

The questionnaire was divided into sections for detailed and targeted feedback:

1. Customer Demographics

o Age, Gender, Location, Frequency of online shopping

18
 2. Platform Usage

o Which platforms they use: Amazon, Flipkart, Meesho, Myntra, Snapdeal, Nykaa,

Ajio, etc.

3. Feedback Parameters

o Product Quality

o Delivery Speed & Packaging

o Pricing & Offers

o App/Website Interface

o Customer Support

o Return & Refund Experience

o Trust & Security

4. Overall Satisfaction and Comparison

o Which platform they prefer most and why

o Specific platform strengths and weaknesses

5. Suggestions

o What improvements they’d like to see on their least preferred platforms

3. Sampling Method

A non-probability convenience sampling technique was used to gather feedback from a variety

of online shoppers. The sources included:

• College students and professionals who regularly shop online

• Social media users (via WhatsApp, Instagram, LinkedIn, etc.)

• Respondents from different age groups and backgrounds

19
This approach helped ensure data diversity for better marketplace comparison and

segmentation analysis.

4. Data Analysis Method

Collected data was cleaned and imported into Power BI for visual analysis. Key steps included:

• Categorizing data by platform

• Visualizing customer ratings and feedback trends

• Comparing performance across factors like price, service, and delivery

• Identifying common complaints and top-rated platforms

This helped uncover patterns such as which platform performs best in pricing, who has faster

deliveries, and what issues affect customer satisfaction.

5. Limitations of the Study

While the Google Forms method provided a solid base for analysis, the project faced a few

limitations:

• Limited Sample Size: The findings reflect only the views of a specific group, not the

entire online shopping population.

• Bias in Responses: Respondents may be loyal to a specific platform, leading to biased

feedback.

• Lack of Platform-Specific Data: Some users had not tried all platforms, limiting

comparative insights.

• Self-Reported Data: Customer ratings and responses are subjective and may vary over

time or based on recent experiences.

Acknowledging these limitations is important to keep the findings in context and suggest areas

for deeper research.

20
 Chapter IV
Data Collection and Analysis

21
1.Count of Which e-commerce platforms do you use most frequently?

Platforms Number of Users No. of usrs in percentage

Amzon 35 33.33 %

Flipkart 27 25.71 %

Meesho 20 19.05 %

Mytra 18 17.14 %

Nykaa 3 2.86 %

Blinkit 1 0.95 %

All 1 0.96 %

Total 105 100%

Figure 1

Interpretation

• Amazon (33.33%) is the most frequently used platform, followed by Flipkart (25.71%).
• Meesho (19.05%) and Myntra (17.14%) also have a good share of users.
• Platforms like Nykaa (2.86%), Blinkit (0.95%), and All (0.96%) have limited usage.
• The data shows Amazon and Flipkart are the dominant choices among users.

22
2.How often do you shop on e-commerce platforms?

Shopping Frequency Number of Users No. of usrs in percentage

Daily 10 9.52 %

Monthly 33 31.43 %

Occasionally 35 33.33 %

Rerely 13 12.38 %

Weekly 14 13.13%

Total 105 100%

Figure 2

Interpretation
• Occasional (33.33%) and Monthly (31.43%) shopping are the most common among
users.
• Only 9.52% of users shop daily, indicating limited daily engagement.
• Weekly shoppers (13.13%) form a moderate user group.
• 12.38% of respondents shop rarely, showing low dependence on e-commerce for
regular purchases.

23
3. What type of products do you mostly purchase from these platforms ?

Types of products Number of Users No. of usrs in percentage

Fashion 51 49.04 %

Electronic, Beauty & 31 29.81 %

Wellness
Groceries 12 11.54 %

Home Appliances 7 6.73 %

Other 3 2.88 %

Total 105 100 %

Figure 3

Interpretation

• Fashion products are the most purchased, with 49.04% of users choosing them.
• Electronics, Beauty & Wellness follow with 29.81%, showing high demand.
• Groceries (11.54%) and Home Appliances (6.73%) are less commonly bought online.
• Only 2.88% of users selected other categories, indicating niche purchases.

24
4.What factors influence your decision to purchase from an e-commerce

platform?

Factors influence your Number of Users No. of usrs in percentage

decision

Price 34 32.38 %

Brand 24 22.86 %

Product Reviews and 20 19.05 %

Ratings
Return Policy 14 13.33 %

Delivery Speed 6 5.71 %

Offers & Discounts 3 2.86 %

Customers Support& 2 1.90 %

After- Sales Service
Other 2 1.90 %

Total 105 100 %

25

Figure 4
Interpretation

• Price (32.38%) is the top factor influencing users' purchase decisions.

• Brand value (22.86%) and product reviews (19.05%) also play major roles.

• Return policy (13.33%) matters more than delivery speed (5.71%) or offers (2.86%).

• Factors like customer support and after-sales service (1.90%) are least considered.

26
5.How satisfied are you with the overall shopping experience on e-commerce
platforms?

Satisfication Level Number of Users No. of usrs in percentage

Very Satisfied 23 21.09 %

Satisfied 56 53.33 %

Neutral 25 23.81 %

Dissatisfied 1 0.95 %

Very Dissatisfied 0 0%

Total 105 100 %

Figure 5

Interpretation

• A majority (53.33%) of users reported being satisfied with their e-commerce

experience.
• 21.09% of users are very satisfied, showing strong platform performance.
• 23.81% chose neutral, indicating room for improvement.
• Very few users (0.95%) are dissatisfied, and none reported being very dissatisfied.

27
6. How would you rate the quality of products received?

Satisfaction Level Number of Users No. of Users in Percentage

Good 68 64.76 %

Excellent 21 20.00 %

Average 14 13.33 %

Poor 1 0.95 %

Very Poor 1 0.95 %

Total 105 100 %

Figure 6

Interpretation

• 64.76% of users rated their experience as Good, showing high satisfaction.

• 20% marked it as Excellent, indicating strong service/product quality.
• Only 13.33% felt the experience was Average, and very few rated it as Poor (0.95%) or
Very Poor (0.95%).
• Overall, user feedback is largely positive, reflecting well on e-commerce service
standards.

28
7. How important are customer reviews and ratings in your purchasing decision?

Importance Level Number of Users No. of Users in Percentage

Very Important 59 56.19 %

Important 31 29.52 %

Neutral 15 14.29 %

Not Important 0 0%

Irrelevant 0 0%

Total 105 100%

Figure 7

Interpretation

• 56.19% of users believe customer feedback is very important in improving services.

• 29.52% consider it important, reinforcing its value in business decisions.
• 14.29% are neutral, while no one marked it as unimportant or irrelevant.
• This shows a strong user belief that feedback plays a key role in enhancing the e-
commerce experience.

29
8. How satisfied are you with the customer service/support provided by e-
commerce platforms?

Satisfaction Level Number of Responses Percentage

Satisfied 51 48.57 %

Neutral 38 36.19 %

Very Satisfied 16 15.24 %

Dissatisfied 0 0%

Very Dissatisfied 0 0%

Total 105 100 %

Figure 8

Interpretation

• Nearly 48.57% of users are satisfied with the delivery and packaging services.
• 36.19% responded as neutral, suggesting mixed or average experiences.
• 15.24% are very satisfied, reflecting strong service quality in some cases.
• No users reported dissatisfaction, showing no major issues with delivery and
packaging.

30
9. How often do you compare prices across multiple e-commerce platforms
before making a purchase?

Frequency Number of Responses Percentage

Sometimes 37 35.24 %

Always 36 34.29 %

Often 26 24.76 %

Rarely 5 4.76 %

Never 1 0.95 %

Total 105 100 %

Figure 9

Interpretation

• 35.24% of users reported facing return/refund issues sometimes, while 34.29% said
they always encounter such problems.
• 24.76% face issues often, indicating it's a common concern for many users.
• Only 4.76% reported rarely facing issues, and 0.95% said never.
• This highlights that return/refund processes still need significant improvement across
platforms.

31
10. How do you feel about the pricing of products on e-commerce platforms

compared to offline stores?

Perception Number of Responses Percentage

Similar 40 38.10 %

Slightly Cheaper 39 37.14 %

Much Cheaper 14 13.33 %

Slightly Expensive 11 10.48 %

Much Expensive 1 0.95 %

Total 105 100 %

Figure 10

Interpretation

• 38.10% of users feel prices across platforms are similar, while 37.14% find them
slightly cheaper.
• 13.33% believe platforms offer much cheaper prices, showing good value perception.
• Only 10.48% found prices slightly expensive, and just 0.95% felt they were much more
expensive.
• Overall, most users view e-commerce pricing as competitive or better than offline
options.

32
11. Have you faced any issues with returns or refund ?

Issue Faced Number of Responses Percentage

Received a defective/damaged
37 35.24 %
product

Wrong item delivered 29 27.62 %

Better price found elsewhere 20 19.05 %

Order delayed or never arrived 15 13.33 %

Other 5 4.76 %

Total 105 100 %

Figure 11

33
Interpretation

• The most common issue reported is receiving defective or damaged products

(35.24%), followed by wrong item delivery (27.62%).
• 19.05% of users found better prices elsewhere, showing price competitiveness as a
concern.
• 13.33% experienced order delays or non-delivery, affecting trust in service.
• A small number (4.76%) reported other issues, possibly related to app experience or
support.

34
12. What improvements would you suggest for e-commerce platforms? (Select
all that apply)

Improvement Suggested Count Percentage

Faster Delivery Options 30 28.57%

Better Product Descriptions 22 20.95%

More Discounts and Offers 21 20.00%

Improved Customer Support 17 16.19%

Easier Return Process 14 13.33%

All options 1 0.95%

Total 105 100%

Figure 12

35
Interpretation

• The top suggestion is faster delivery options (28.57%), indicating urgency and time
expectations from users.
• Better product descriptions (20.95%) and more discounts (20%) were also common
requests.
• 16.19% of users want improved customer support, and 13.33% suggested an easier
return process.
• These insights highlight that speed, clarity, savings, and service are the key focus areas
for improvement.

36
 Chapter V
Results / Findings and Suggestions

37
Results / Findings
1. Employee-Related Observations
• Limited Career Advancement
Roles in customer support, delivery, and warehouse departments offer minimal
growth opportunities due to lack of structured promotion paths.
This results in a stagnant workforce with low motivation to upskill.
Companies miss out on internal talent that could be developed for mid-level roles.

• High Attrition in Certain Platforms

Reliance on part-time and contract workers in platforms like Snapdeal and Meesho

leads to frequent workforce turnover.

Constant hiring and training cycles increase operational costs.

A lack of employee loyalty also reduces service consistency and reliability.

• Inadequate Compensation Structures

Salary structures do not align with workloads; bonus and incentive systems are either

absent or ineffective.

Employees feel underappreciated for their efforts, reducing morale.

This creates challenges in attracting and retaining skilled manpower.

• Operational Stress Points

Stringent KPIs, tight deadlines, and continuous shifts contribute to workplace stress in

frontline roles.

High pressure environments lead to fatigue, errors, and burnout.

This eventually affects the quality and speed of task execution.

• Lack of Employee Recognition Systems

Recognition programs are missing or not effectively implemented across several

platforms.

Employees who consistently perform well remain unnoticed and demotivated.

Lack of recognition also reduces overall workplace engagement.

38
• Demand for Remote Flexibility

Hybrid or remote work models are underutilized, especially for technical and analytics

teams.

This limits access to a broader talent pool preferring flexible arrangements.

Companies miss opportunities to improve productivity through modern work policies.

39
2. Customer Experience-Related Observations

• Logistical Challenges

Delivery delays, product mismatches, and damaged packaging are more frequent on

Snapdeal, Meesho, and occasionally Flipkart.

These issues disrupt the customer journey and reduce satisfaction.

Weak last-mile delivery management and vendor oversight are major contributing

factors.

• Product Authenticity Issues

Budget platforms face higher instances of low-quality or counterfeit products due to

inconsistent vendor policies.

This undermines customer trust and harms brand reputation.

Lack of quality control mechanisms increases the rate of product returns.

• Inefficient Return Systems

Complex return and refund processes create barriers to resolution and affect repeat

usage.

Customers often abandon the platform after a negative return experience.

Slow refunds and unclear policies contribute to rising complaint volumes.

• Service Infrastructure Disparity

Advanced and responsive support systems are more prevalent in Amazon and Myntra

compared to other platforms.

Use of automation, multilingual support, and real-time resolution boosts user

satisfaction.

Platforms lacking this infrastructure struggle to retain users post-issue.

• Variations in Platform Reliability

Platforms differ significantly in operational consistency, with Amazon and Myntra

being perceived as more dependable.

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Their investment in tech, logistics, and customer service reflects in smoother order

experiences.

Meanwhile, inconsistent platforms face rising cart abandonment and negative

reviews.

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Suggestions

For E-Commerce Employers (HR-Focused Improvements)

1. Build Transparent Career Paths

• Introduce internal job portals for lateral or vertical job movements.

• Set up mentorship programs where senior staff guide junior employees.

• Encourage internal certification and upskilling (e.g., logistics, inventory, AI-enabled

supply chain tools).

2. Retain Talent through Competitive Benefits

• Benchmark salaries with industry standards to remain competitive.

• Introduce performance-based appraisals every 6 or 12 months.

• Provide ESOPs (Employee Stock Ownership Plans) for long-term employees to build

loyalty.

3. Reduce Workplace Stress & Promote Work-Life Balance

• Implement rotating shifts to prevent burnout among delivery and support staff.

• Encourage mandatory break hours and rest days during peak season.

• Offer stress management workshops and confidential counseling sessions.

4. Create Robust Employee Recognition Systems

• Launch internal platforms like “Kudos Boards” or “Shoutouts” for peer recognition.

• Provide “Best Performer” awards with financial incentives.

• Send personalized appreciation emails or letters from department heads.

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5. Offer Flexible Work & Career Development

• Implement a hybrid work model for roles like IT, marketing, finance, and HR.

• Provide access to online learning platforms like Coursera, Udemy, or internal LMS.

• Host monthly internal webinars on emerging tech trends in e-commerce and logistics.

6. Use Analytics for HR Decisions

• Use data to track attrition trends, training effectiveness, and team satisfaction.

• Deploy anonymous employee satisfaction surveys monthly and act on feedback.

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For E-Commerce Platforms (Customer Experience Improvements)

1. Upgrade Logistics and Last-Mile Delivery

• Use GPS-based real-time tracking for customers.

• Set up micro-warehouses in metro cities to ensure 1-day delivery.

• Train delivery staff for professionalism, safety, and customer etiquette.

2. Implement Smart Vendor Management Systems

• Introduce a vendor rating mechanism visible to customers.

• Penalize vendors for repeated poor product quality or fake listings.

• Conduct surprise quality audits and mystery shopping evaluations.

3. Simplify Returns, Refunds, and Exchanges

• Introduce “No Questions Asked” returns for high-value customers.

• Automate refund process to complete within 24–48 hours.

• Allow pickup for returns from doorstep to improve convenience.

4. Strengthen Multilingual and Omni-Channel Customer Support

• Hire support agents fluent in regional languages.

• Offer 24/7 support across WhatsApp, live chat, app chat, and call center.

• Use sentiment analysis in chatbots to escalate urgent complaints instantly.

5. Loyalty, Referral, and Personalization Programs

• Introduce a Tiered Loyalty Program (Silver, Gold, Platinum) based on purchase

frequency.

• Give personalized product suggestions using AI.

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 • Offer cashback, early access to sales, or free shipping to returning users.

6. Monitor Feedback to Improve Operational Decisions

• Set up a dashboard that visualizes both employee and customer sentiment.

• Use feedback to guide decisions on UI design, warehouse staffing, return policy, etc.

• Encourage reviews and ratings post-purchase to gather consistent insights.

7. Transparency in Product Listings

• Provide real photos and video previews of products.

• Disclose full vendor details, shipping time estimates, and return eligibility up front.

• Flag listings with recurring complaints to protect customer trust.

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Chapter VI - Annexure

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Questionnaire

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