1. Partnerships: While on the one hand small retailers are feeling the irritated from online discounting, many are also benefiting by partnering with online marketplaces as logistics and distribution partners and re-sellers, thereby benefiting from the massive investments the large online players make in Marketing and Sales.
2. Pricing Pressure: Online shopping in India, with its focus on massive discounting has created a perception of the true value of a product in the minds of customers. With leading e-commerce companies often offering merchandise at a price well below landing costs for offline retailers, in many categories, conventional retailers, especially in the larger cities find themselves priced out of the market.
3. Increased walk ins in shops & reduced sales: With massive advertising of products and their prices, online retail has actually led to an increase in the number of walk ins at offline retail stores, however not just conversion rates, but even absolute sales have declined as customers check products out at offline stores before going on to make purchase online.
4. Closure of Small Retailers: In many categories, Books and mobile phones for example. Many small retailers are closing down businesses since they're unable to match prices being offered by online retailers for the same models.