Faisal Ahmad, Rizwana Atiq2026-05-1820269789368845331http://136.232.12.194:4000/handle/123456789/1831Book Title – Rebuilding the future: strategic shift in market trends Author(s) – Dr.orooj siddiqui, Ms Anamta Ali.The rapid growth of e-commerce has fundamentally transformed the landscape of global retail. In India, the proliferation of internet access, smartphones, and digital payment infrastructure has catalysed a dramatic shift in consumer buying behaviour. Increasingly, Indian consumers are choosing to shop online rather than visit traditional brick-and-mortar stores, drawn by the convenience, variety, and competitive pricing available through e-commerce platforms. This digital shift has given rise to a fiercely competitive marketplace, dominated by two major players-Flipkart and Amazon who continuously strive to capture consumer attention and loyalty.en-USBusiness ManagementBook chapter