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Electronic Commerce refers to all value transactions involving the transfer of information, products and services or payments via electronic networks. Electronic Commerce is recently a new mode of conducting business and its history can be traced back to1960s. E-commerce can enhance economic growth, increase business opportunities, competitiveness, better and profitable access to markets. B2B, B2C, C2C and similar opportunity help consumer preferences and consumer markets developing electronic infrastructure for challenges of the future. E-commerce has revolutionized business, changing the shape of competition with internet (The NET),the computer communication network creating a e-commerce market place for consumers and business. With developments in the Internet and Web-based technologies, distinctions between traditional markets and the global electronic marketplace-such as business capital size, among others-are gradually being narrowed down. India is showing tremendous growth in the Ecommerce. This paper deals the conceptual knowledge of search engine marketing (SEM) or e-commerce, literature review, current and future aspects of e-commerce in Indian context. This paper discussed about the top motivator factors of shopping online. The present development would be a valuable addition to researcher and academicians; and useful theory for practitioners, advertisers, and entrepreneurs. This paper represents the literature survey report on growth and success of e-commerce.