of getting more customized products from online shops. Firms limit with their effi ciency and
production capacity to match the requirements of consumers to the best possible extent. As a result,
the model creates a large number of dissatisfi ed customers and reduces the customer base of fi rms.
■Competition spectrum: Entry to B2C e-commerce needs only building of own Web sites utiliz-
ing the market effi ciency offered by the digital environment. Many small players have entered the
market with various offers and options. Customers can browse various sites with great ease and
interface. A negligible difference in offers and price creates high elasticity in demand that can hurt
the prospects of a business. The challenge of ...
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