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Electronic Marketplace (EM) has diminished the gap between big players and small players. Now, even a small business can compete with an established one by registering with an EM such as Amazon and Flipkart. EM provides a distinctive worldwide prospect for smaller merchants that can benefit from the affiliate channels within these marketplaces. Smaller businesses face the disadvantage of huge spend by bigger rivals for marketing, which can be countered to some extent through EM. Joining an EM gives them the added advantage of advanced technological infrastructure and website traffic that is usually high in EM as compared to discrete websites. In India, apparel and home décor categories are growing at a similar pace as the fast-paced electronic products category; many small merchants from metro and non-metro cities are trying to make their mark with infrastructure support provided by EM. There are …