10.5281/zenodo.10432480 Abstract : Digitization being a key economic driver in the present world itis important to integrate the economy by creating digital markets.Thisrevolution has been aided by the advent of the Internet in a big way. Internetis fast changing the way people used to do things. Naturally, the samewould have an impact on the advertisers. The Internet has been acceptedas the most powerful media for advertising due to the absence ofgeographical barriers. The advent of the Internet and its subsequentacceptance has once again challenged the traditional forms of advertising.Advertisers are trying to use the ‘net’ to advertise their products and hence‘net’ their customers. Thus, with the Internet gaining prominence, advertisingequations are fast changing.The present paper is guided by the objectiveto study the impact of online marketing on Indian economy, the growthpace and its benefits and challenges.