THE EVOLUTION AND IMPACT OF E-COMMERCE ON MALLS IN INDIA: A COMPARATIVE ANALYSIS

The growth of e-commerce has disrupted traditional retail models globally, and Indias retail landscape is no exception. This research paper examines the evolution and impact of e-commerce on malls in India, employing a comparative analysis approach. By analyzing changes in consumer behavior, footfall patterns, and the overall retail industry, this study provides valuable insights into the dynamic relationship between e-commerce and brick-and-mortar malls. By conducting a comparative analysis, the research further explores successful strategies employed by malls in India to counter the challenges posed by e-commerce. These strategies encompass creating immersive retail environments, offering personalized services, and utilizing innovative marketing techniques to attract and retain customers. Through examining these case studies, the study offers practical insights for mall owners, retailers, and policymakers to navigate the evolving retail landscape and foster sustainable growth. this research paper highlights the evolution and impact of e-commerce on malls in India, shedding light on the challenges and opportunities presented by this transformative trend. This paper contributes to the existing body of knowledge on e-commerce and retail in India and provides a foundation for future research in this field. KEYWORDS: e-commerce, malls, retail landscape, consumer behavior, omnichannel retailing, click-and-collect services.