Online Marketing Strategies for Increasing Sales Revenue for Small Retail Businesses in Delhi-NCR

Abstract

The widespread digitalization of business processes has created significant opportunities for small retailers to improve market reach, customer interaction, and revenue performance. However, limited digital capabilities and resource constraints hinder the strategic use of digital tools by small enterprises. This research investigates how digital marketing is implemented by small retail businesses in the Delhi-NCR region and assesses its impact on business performance. Using a mixed-methods framework, data was collected from 150 small business owners through structured surveys and supplemented by qualitative interviews with 10 respondents. The study finds that businesses utilizing multichannel digital marketing strategies—particularly search engine optimization (SEO), email marketing, and social media—consistently report improved sales, customer retention, and brand engagement. The research also identifies major implementation challenges including lack of digital literacy, inadequate time, and uncertainty in ROI tracking. Recommendations are presented to aid practitioners, policymakers, and researchers in advancing digital inclusion in the small retail sector.