THE EVOLUTION OF ONLINE TRADING PLATFORMS: ASSESSING THEIR IMPACT ON RETAIL INVESTOR BEHAVIOR AND MARKET ACCESSIBILITY AT KARVY STOCK BROKING LIMITED

Abstract

Online trading refers to the process of buying and selling financial securities such as stocks, bonds, mutual funds, commodities, and derivatives through internet-based trading platforms. It has transformed the traditional method of trading by providing investors with direct access to financial markets from any location and at any time. The advancement of information technology, increased internet penetration, and the availability of user-friendly trading applications have significantly contributed to the growth of online trading. Online trading offers several advantages, including convenience, faster execution of transactions, lower brokerage costs, real-time market information, and greater transparency. Investors can monitor market movements, analyze stock performance, and make informed investment decisions using various analytical tools provided by trading platforms. It has also encouraged greater participation of retail investors in the capital market. Despite its benefits, online trading involves certain risks such as market volatility, cybersecurity threats, technical failures, and the possibility of making uninformed investment decisions. Therefore, investors need adequate knowledge, awareness, and risk management strategies to ensure successful trading outcomes. This study aims to examine the concept, features, advantages, challenges, and impact of online trading on investor behavior and financial market development. The findings of the study highlight that online trading has become an essential component of modern financial markets, contributing to increased market efficiency, liquidity, and investor participation. Proper education and regulatory measures can further enhance the effectiveness and security of online trading systems.