EXPLORING THE PERCEPTION OF GUJARAT's WORKING WOMEN ON E-COMMERCE PLATFORMS

E-commerce has emerged as a transformative force in India's retail landscape, revolutionizing the way consumers shop and businesses operate. With the advent of affordable smartphones, widespread internet penetration, and digital payment solutions, India has become one of the fastest-growing e-commerce markets globally. Platforms like Amazon India, Flipkart, and Nykaa, among others, have made shopping convenient and accessible, catering to the diverse needs of a digitally connected population. For consumers, e-commerce offers significant advantages such as 24/7 accessibility, a wide range of products, competitive pricing, and home delivery services. It has particularly empowered working professionals, including women, by addressing time constraints and providing flexible shopping options. Additionally, e-commerce has created new opportunities for small businesses, artisans, and entrepreneurs by enabling them to reach a larger audience. The rapid growth of e-commerce in India has transformed consumer behaviour, providing unparalleled convenience, variety, and accessibility. This study focuses on exploring the perception of working women in Gujarat towards e-commerce platforms, a demographic with unique preferences and challenges. By analysing their attitudes and behaviours, the research aims to provide insights into how these platforms align with their expectations. Furthermore, the study examines the association between the demographic profiles of working women and their perceptions of e-commerce. Data was collected from a sample size of 253 working women across Gujarat using a structured questionnaire. The findings highlight the factors influencing their satisfaction, trust, and preferences, providing valuable insights for e-commerce businesses to enhance user experience and target marketing strategies effectively.