Their marketing strategy essentially includes social media and internet. Due to FDI restrictions all top e-retailers under this study except HS18 prefer marketplace model in pure/hybrid form and earn revenue through transaction fee. It is observed that online retail is a meager 0.5% of overall retail in India and future potential is huge. Six major e-retailers are compared on the basis of monthly traffic data obtained from. Thoughtful insights on business model components of top e-retailers based in India have been achieved through content analysis of reliable books, reports, journals and the web.