The flourishing e-commerce market of India is a combination of a dynamic and competitive domain. The Indian e-commerce market is expected to grow to US$ 200 billion by 2026 from US$ 38.5 billion as of 2017 (source: The IBEF report 2018) much of this growth has been triggered by increasing internet and smartphone penetration. Existing and emerging players in this booming space are constantly innovating to keep up with this rapid growth. Shopping in this era is no longer an experience bound by four walls. The online furniture retail industry in particular, isperhaps the most fragmented industry and is gaining momentum alongside the key to retaining & keeping customers engaged which is to offer great shopping experiences coupled with modern ...