PROBLEMS AND CHALLENGES FACED BY E-COMMERCE CUSTOMERS IN UTTAR PRADESH WITH SPECIAL REFERENCE TO VARANASI AND PRAYAGRAJ

E-commerce has changed the way of doing business in India. E-commerce provides various advantages to the consumers such as availability of goods and services at cheaper cost, wide options for shopping, saving time etc. in well-developed cities whereas people become more aware with e-commerce benefits. On the other hand, most of the people avoid the shopping through e-commerce portals due to some challenges like; Logistics and Supply chain, payment, Slow Internet, Return and cancellation, and poor customer services of the e-commerce. This study explores the various problems and challenges faced by the customers in the study area. The objective of the study is to analyse the various problems faced by the customers during the online transactions as well as the opinion of the customers about the problems and challenges of e-commerce in Varanasi and Prayagraj. The study was conducted through collection of primary data from 300 respondents in Varanasi and Prayagraj district. In this way, by analysing the data, it was identified that most people are agreed that they face problems during online shopping. The data analysis reveals the result of Percentage analysis test to find out the opinion of the respondents in the study area. Further, it is found that most of the people are agreed with the statement of the problems and challenges facing by them during online transactions so it is suggested that e-commerce portals need to decrease or overcome such problems.