Role of e-tailing: a new way of business during COVID situation in India – a critical view

Purpose The COVID-19 situation affected the whole landscape of retailing in India and around the world. However, some businesses have used the pandemic-related difficulties into opportunities. E-tailing is one of the ways that helped people in India to continue shopping their essential products and choosing their luxury products without making any physical visits during the lockdown. This research understands the current situation through an observation study and suggests the e-tailing model suitable during the COVID-19 and beyond. Design/methodology We used secondary data to make the observational study. We also conducted two case studies and interviews with grocery shops and an automotive company. Findings This research suggests a simple collaborative e-tailing model combining all supply chain players to reduce people’s movement, timely delivery and enhanced service to meet customers demand during the lockdown period. Originality/value This paper has considered two real cases for discussion and also obtained information from public domain. The proposed model has been discussed with the case companies, and it hoped to support business planning for online services.