50 Copyright © 2016, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 3 DOI: 10.4018/978-1-4666-9921-2.ch003 ABSTRACT The increase in penetration of internet and information and communication technology (ICT) along with change in consumer lifestyle and growing population of internet savvy consumers presents an encouraging platform for e-retailers in emerging markets. Education, technology and growing demand from middle class consumers are further driving the growth vehicle of e-tailing in these nations. There is adequate literature available for electronic business in the context of developed nations but applying that knowledge without any consideration of the unique business environment prevalent in emerging markets may spell danger for online traders. Therefore, the proposed chapter focuses on the growth of e-tailing in emerging economies. It talks about the driving forces for success of e-tailing in various developing economies. The opportunities, challenges and unique issues associated with e-tailing in emerging markets are also discussed. The chapter ends with a discussion on the future of e-tailing in emerging nations. INTRODUCTION E-tailing is catching up quickly with the offline stores and expanding its reach in emerging economies. The last few years have seen a radical increase in traffic from traditional to online retail formats (Tong, 2010). The increase in penetration of internet and information and communication technology (ICT) has resulted in development of new distribution channels, making online presence a major requirement (Liang & Huang, 1998) for retailers to expand their geographic reach. Consequently, the national boundaries are blurring and consumers across the globe are being served by good quality products at a competitive price, at their convenience, at their door step and at their chosen paying terms. Challenges and Opportunities of E-Tailing in Emerging Economies Ritu Narang University of Lucknow, India Prashant Trivedi University of Lucknow, India