Before you dive into this post i must clarify that I am SEO guy and working in this field since last 7 years plus I am running my own e-commerce store since last 2 years.
The second stage when Indian ecommerce start to grow, there is a lot more awareness about it. They know where the customer are and they start hitting them. They got heavy funds so the bigger Indian ecommerce players have lots of money to spend on other medium of advertising , which includes TV, newspaper and other media.
So now what happens to the average new e-commerce customer in India, which is not good searcher and paying a high price of internet, it becomes a half backed cake. Which is not eaten by e-commerce company, and if they eat it tastes bad.