The Indian mobile ecommerce website Paytm has said that offering cashback is a key method for customer retention in the country. “Cashback” refers to the practice of online retailers giving customers cash for buying items from their stores. This cash, which is paid into the customer’s online wallet, can then be spent again at that store, or sometimes on other services such as utility bills. Paytm provides customers with cashback that can be spent on its ecommerce site and also on utility bills and mobile charges. A spokesperson from Paytm commented on how cashback can help encourage ecommerce in India, saying: “Cashback is the reigning king of [the] Indian e-commerce market.” A recent report by Goldman Sachs predicted that the Indian ecommerce market will be worth over 100 billion US dollars by 2020, making it a hugely lucrative market for companies wanting to sell their goods online.