Discount and deal sites helping e-commerce boom in India.

As online shopping grows in India, deal sites that offer cash-back and discount coupons have emerged, helping retailers to add customers and widen the market. E-commerce entities such as Amazon have started to realise the importance of these deal sites and the impact they can have on business.

For large e-commerce players, partnering with discount coupon and cash- back sites is a way to gain a larger market share and build competitive advantage, said Sandeep Banga, PR and marketing manager at, a coupon and cash-back shopping website

Couponing websites are most useful for those retailers and service providers who are new, local, or too small to compete with large e-tailers in driving traffic to their websites, said Devangshu Dutta, chief executive officer at Third Eyesight, a consulting firm.