Customer Retention Strategies in Indian E-Commerce Platforms: A Comparative Empirical Study

Abstract

In the rapidly evolving Indian e-commerce landscape, customer retention has emerged as a critical determinant of long-term competitiveness and profitability. With declining switching costs and increasing customer acquisition expenses, e-commerce platforms are compelled to shift their strategic focus from aggressive acquisition to sustainable retention mechanisms. This study investigates customer retention strategies adopted by leading Indian e-commerce platforms—Amazon, Flipkart, Myntra, Meesho, and Snapdeal—by examining consumer behavior, loyalty initiatives, and factors contributing to customer churn. A descriptive research design was employed, utilizing primary data collected from 49 Indian online shoppers through a structured questionnaire. Descriptive statistical tools were used to analyze repeat purchase behavior, loyalty program adoption, and service-related retention drivers. The findings reveal that pricing efficiency, delivery reliability, and ease of returns significantly influence customer retention, while loyalty programs and personalization serve as supportive mechanisms rather than primary drivers. Platform-wise analysis highlights differentiated retention strategies based on subscription ecosystems, emotional branding, and social commerce models. The study contributes to existing literature on customer relationship management in emerging digital markets and offers practical managerial implications for strengthening customer lifetime value in Indian e-commerce.