The joint study by ASSOCHAM and Deloitte said that digital ads are more effective catching consumers attentions due to the two-way interactive capability and the ability to customise ads for target audience.

While releasing the study, MP and Chairman of the Parliamentary Standing Committee on Industry K C Tyagi said: "Predictive analytics is helping e-tailers to provide better solutions in real-time enabling compelling user experience even on mobile screens."
     
The availability of eCommerce applications on various mobility devices is helping drive sales and revenue, he added.
     
"Growth of smartphones, tablets, TV, laptop has pushed the digital advertisement industry and may likely to cross Rs 36.75 billion by April 2015 growing at a CAGR of about 30 percent," the study said.

Deloitte India Partner TMT leader Hemant Joshi said that domestic firms need different metrics to preserve the investor confidence against global players such as Amazon and Alibaba, which have deep pockets to rely on their parent companies for continuous funding support.
     
New technologies that can significantly bring a paradigm shift in online businesses are analytics, autonomous vehicles, social commerce, and 3D printing and domestic firms should start utilising them, he added.

Alibaba.com Country General Manager Khalid Isar said the future of eCommerce is bright and growth will come from mobile platforms, personalisation, social media analytics, omni channel service and sharing economy business models.

"The industry is an exciting place with the interplay of social, mobility, analytics, cloud (SMAC), digital, 3D and, virtualisation. The current high valuations, in spite of losses, perhaps, are indicative of the future potential," he added.