Challenges and opportunities of e-commerce in rural areas in Vietnam
Ngo, Lam (2023)
2023
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https://urn.fi/URN:NBN:fi:amk-202302212631
https://urn.fi/URN:NBN:fi:amk-202302212631
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The research aimed to discover the current state of e-commerce in rural Vietnam and identify potential solutions for attracting customers. In addition, the study attempted to identify the challenges and opportunities of e-commerce in reaching rural consumers in Vietnam.
A multi-method approach was used to achieve the objectives, including a review of existing literature, an interview with an e-commerce expert, and a survey of rural customers in Vietnam. The literature review provided an overview of e-commerce, such as e-commerce foundation, e-commerce types, customer satisfaction, and the benefits of e-commerce to customers. The interview was conducted with an e-commerce expert who has been working in this industry in Vietnam for a long time. This expert's practical experiences and perspectives gave insights into the challenges, difficulties, and opportunities an e-commerce business has faced. The survey with rural customers helped understand their attitudes, behaviors, and preferences regarding buying products on e-commerce to identify the factors that e-commerce businesses need to improve.
The findings from the research provided valuable information for e-commerce businesses. The interview results gave specific challenges and opportunities for the interviewee's company. Limited digital literacy, lacking direct instructions, and shipping costs are among the main problems of the expert's business. The survey findings showed that rural customers were unfamiliar with shopping on e-commerce since they did not know how to buy, e-commerce was too complex for them, shipping costs were too high, or they lacked trust in e-commerce retailers. These problems of rural customers were related to e-commerce shopping experiences, such as website quality, customer service, and customer risk.
A multi-method approach was used to achieve the objectives, including a review of existing literature, an interview with an e-commerce expert, and a survey of rural customers in Vietnam. The literature review provided an overview of e-commerce, such as e-commerce foundation, e-commerce types, customer satisfaction, and the benefits of e-commerce to customers. The interview was conducted with an e-commerce expert who has been working in this industry in Vietnam for a long time. This expert's practical experiences and perspectives gave insights into the challenges, difficulties, and opportunities an e-commerce business has faced. The survey with rural customers helped understand their attitudes, behaviors, and preferences regarding buying products on e-commerce to identify the factors that e-commerce businesses need to improve.
The findings from the research provided valuable information for e-commerce businesses. The interview results gave specific challenges and opportunities for the interviewee's company. Limited digital literacy, lacking direct instructions, and shipping costs are among the main problems of the expert's business. The survey findings showed that rural customers were unfamiliar with shopping on e-commerce since they did not know how to buy, e-commerce was too complex for them, shipping costs were too high, or they lacked trust in e-commerce retailers. These problems of rural customers were related to e-commerce shopping experiences, such as website quality, customer service, and customer risk.