This paper examined the precursors and derivatives of social buying initiatives on e-tail companies in India. Further, success of Group On and Living Social has forced e-tailers to place buy button on their social networking channel’s general page as well as on their social profile page. Their peer network’s reviews, recommendations and advantages exerted pressure to adopt social shopping techniques. Meanwhile, in the United States, it was surpassed by the savings applications Fetch Rewards and Ibotta, which registered 12 million and 5.6 million downloads, respectively.The phenomenal growth of social networking and e-tail industry has carved new paths for customer’s purchasing. In 2020, Groupon was the fifth most downloaded free discount and offers app in the world, far behind, however, Singapore's Shopee. While Groupon made its name through its web portal, the growing demand for mobile solutions has led the company to increasingly invest in its app. Between 20, the number of active customers on the site halved from nearly 50 million to less than 25 million.īorn in Las Vegas, Nevada, the deal-sharing website Slickdeals stands as Groupon's biggest rival, registering nearly twice as many visits in the United States and globally. In recent years, Groupon has struggled to retain, let alone grow, its user base. With the coronavirus taking its toll, consumers across the globe stopped traveling and engaging in social activities, leaving the daily deals site with revenues below 1.5 billion dollars in 2020.

dollars in global revenue in 2016, this figure has gradually fallen over the last few years.

Despite reaching an all-time high of three billion U.S. Since then, the company has been on a roller coaster ride. Following a year of disappointing results, Groupon's CEO and co-founder, Andrew Mason, was removed from his duties in February 2013.

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