The festive season is around the corner, and e-commerce and retail players are devising new ways to attract consumers and increase sales. As competition rises due to rising online business, e-commerce players are trying their best to corner the market pie. This has led to the rise – and requirement – of a dynamic and real-time system. As per Gartner, e-commerce in India has registered a growth of 36 percent year-over-year. Indian e-commerce business is expected to grow to $111 billion by 2025, and the COVID-induced lockdown and government support for digitization has made this growth feasible. Authored Article by Vidhya Krishnaswamy, Vice President and Head of CPRD, India Business Unit, Capgemini India.