Overcoming e-commerce barriers in developing markets

A review of data-driven strategies for sustainable growth

Bibliographic Data

ID16969765
AuthorsMeng Bao (0000-0002-9569-4695, Shenzhen Metro (China)), Shahid Latif (0000-0002-6368-2729, Gomal University, corresponding author), Dongdong Bao (Shenzhen Metro (China)), Zahid Latif (0000-0001-6735-7555), Jianfeng Lu (0000-0002-6839-0442, Ninghai First Hospital Medicare and Health Group)
Year2025
Volume10
Pages101408
Publication date2025-12-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueSustainable Futures (JOURNAL)
Journal identifiersISSN: 2666-1888
PublisherElsevier BV (PUBLISHER)
DOI10.1016/j.sftr.2025.101408
OpenAlexW4415069594
LanguageEN
References cited52

Background E-commerce involves online buying and selling of goods or services, including electronic payments, internet banking, and digital marketing. Barriers and enablers of e-commerce growth include infrastructure, technology, policy, and consumer behavior. Barriers encompass limited access, trust issues, and digital literacy, while enablers include government policies, technological advancements, and market accessibility. Objective This study examines barriers and enablers of e-commerce growth in developing economies via a systematic literature review. Problem Key challenges include infrastructural limitations, trust and security concerns, and socio-cultural factors. Additional barriers are ICT and logistical constraints, policy and regulatory issues, and economic limitations. Methodology The study conducts a systematic review of recent literature to analyze e-commerce growth factors in developing economies. Findings Socio-economic factors like income and education significantly affect e-commerce adoption. Digital literacy and infrastructure are critical, with mobile commerce and literacy programs driving market expansion. Cross-regional comparisons show varied challenges. Enablers include supportive government policies, advancements in mobile technology and payment systems, community initiatives, and mobile-first strategies in rural areas. Conclusion The study highlights critical factors impacting e-commerce in developing economies, offering insights for leveraging e-commerce for growth and digital transformation. Recommendations Recommendations include developing infrastructure, implementing digital literacy programs, enhancing security, and adopting mobile-first solutions to foster e-commerce growth

Developing country · Sustainability · Sustainable development · Sustainable Growth Rate · Digital Economy and Work Transformation · Digital Platforms and Economics · Sharing Economy and Platforms

Tools

Open DOIOpen Access