E-tailing, or electronic retailing, refers to the sale of goods and services to consumers through electronic networks, particularly the Internet. It is a form of retailing in which customers search for products, compare prices, place orders, make payments and receive products or services through digital platforms. E-tailing includes online marketplaces, company websites, mobile shopping applications and social commerce platforms. Examples include Amazon, Flipkart, Myntra and online grocery stores. E-tailing provides consumers with convenience, wider product choices, easy price comparison and shopping facilities available at any time. For retailers, it provides access to a large geographical market and reduces some of the costs associated with physical stores. The retail mix refers to the combination of controllable elements that a retailer uses to satisfy customers and achieve its business objectives. In e-tailing, the traditional retail mix is