The Role of Artificial Intelligence in E-Commerce Sector of India with Special Reference to Flipkart Pvt. Ltd.

Author:S.K.S. Yadav, Samreen Khan*

Abstract:
India's E-Commerce sector is rapidly evolving due to the country's growing mobile population and advancements like 5G networks, Open Network for Digital Commerce, Hyper local Delivery, and Quick Commerce. An online retail company, Flipkart, has deployed AI in marketing, data analysis and campaign optimization to enrich users’ experience, marketing initiatives and operational productivity. AI algorithms automatically understand user needs, rephrase queries, extract and analyze information and direct users to right answers. However, the deployment of AI brings ethical as well as privacy challenges concerning collection and use of personal data. This paper explores the impact of AI on the e-commerce sector in India by focusing on Flipkart Pvt. Ltd., as well as describes opportunities provided by these technologies along with associated risks and their implications for the sector. The contribution of the study is that AI has made a big difference in the sector of e-commerce in India through customized recommendations made to consumers, higher rate of customer satisfaction, increased conversion rate, etc. These benefits have enabled businesses to formulate very strong campaign strategies, but there are also new risks due to AI, such as overreliance by customers on the recommendations from machines or bias of algorithm-based decisions. The research methodology involves review of many research articles and collection of secondary data. Flipkart is focusing on AI-based products and setting up a base in the heart of Silicon Valley in California. It has also partnered with Microsoft to enhance its online shopping experience, coupled with the launch of AI for India, aimed at capitalizing on the growing internet user base and smart phone markets.

Keywords:E-Commerce, Artificial Intelligence, Flipkart Pvt. Ltd., Mobile Population, 5G Network, Digital Commerce.

DOI:10.46333/ijtc/13/1/8

International Journal of Trade & Commerce (Vol: 13 Issue:1)