Also, if you are not giving the lowest price, other companies will steal your customers and you will die. We have seen this story play out in e-commerce—a space which saw disproportionate amount of funding and is now seeing a slowdown. The last two years have seen high levels of funding activity in start-ups focused on digital commerce ($1.85 billion in 2014, $ 4.26 billion in 2015 and $1.79 billion in 2016), according to a Grant Thornton report.

This article apeared in Live Mint on 09th December, 2016.