Fresh projections show India’s online retail market will grow 55.67 per cent year on year until 2018.

Increased internet penetration is one of many factors driving the upward trend in online shopping.

Online retailers are introducing innovative concepts every day to make online shopping a more pleasurable experience.

Zovi, an apparel retailer that sells in-house designed labels, rolled out a virtual trial room to enable its buyers to check out how selected merchandise looked on them via an interactive webcam.

Zivame.com, a solely online retailer of undergarments for women, conducted a lingerie-fitting workshop for women employees at Ciber, a Bangalore-based IT consulting and outsourcing firm, to help consumers select the best fitting lingerie while shopping online.

Similarly, Myntra’s “try and buy” concept has seen a sharp jump in the number of visitors shopping on its portal since the scheme’s launch.

These kinds of initiatives provide touch and feel comfort to Indian consumers, for whom the inability to touch or try goods before purchase was a hindrance to shopping confidently online.

One of the main challenges for online retailers is a lack of infrastructure, which affect product delivery and customer satisfaction.

Nevertheless, it believes online expansion of retailers will continue to grow exponentially in the country.