Customer Experience in Indian Ecommerce A Comparative Qualitative Review of Marketplaces, Quick Commerce and Brand Websites

Abstract

Purpose: This article compares customer experience across Indian marketplaces, quick-commerce platforms and brand-owned websites, considering discovery, checkout, fulfilment and recovery. It also distinguishes physical products from time-sensitive services. Method: A bounded qualitative synthesis examines 17 journal articles, prioritising Indian evidence and using selected studies from Indonesia, Brazil and China to clarify mechanisms and channel differences. The studies were grouped by setting, design, journey stage, outcome and limits of inference. Guidance from the Central Consumer Protection Authority (CCPA) provides policy context but is not counted as journal evidence. Findings: Usability and relevant information help customers complete shopping tasks, whereas satisfaction after checkout also depends on accurate fulfilment, clear responsibility and a fair remedy when something goes wrong. An Indian checkout experiment finds that exposure to three dark patterns increased perceived betrayal, punitive intent and negative word of mouth, while no pattern significantly affected brand trust after a single exposure. Evidence on apps and mobile websites shows channel-specific relationships but does not establish a universally superior format. Contribution: The article sets out comparable questions about task completion, delivery, remedies and observed repeat purchasing. It reports neither a new consumer survey nor a PRISMA-based systematic review or causal comparison of the three business models.