The eCommerce craze started in India way back in 2004 when eBay launched its operations in the country. Then followed Flipkart and Myntra in 2007, who with dedication and unique payment models started to win the trust of the not-so tech savvy Indian consumers. From then onward, every Tom, Dick and Harry ventured into the online industry with a hope to offering “something unique” to their consumer base. But did they ever thought to driving profits? Of course, they did. But it didn’t seem like that.