E-commerce in Bangladesh

Abstract

E-commerce is a modern marketing strategy for business dealings through the Internet. Thus, it has become a decisive trend in the world's first growing Bangladeshi digital economy. However, there is no in-depth research on the concurrent market conditions of e-commerce. Therefore, this study aims to investigate the Bangladeshi e-commerce industry and its challenges and opportunities. It conducted qualitative research, and the data were collected from the CEO and managers of the case company. Using the open-ended questionnaire, it employed thematic analysis to make the pattern of the collected qualified data.

The study indicates that e-commerce effectiveness and competition depend on consumer satisfaction, safe and secure payment systems, supply chain management, technology advancements, and legal compliance. Theoretically, it illustrates that customer behaviors toward digitalization, technological acceptance, and competence are the leading indicators contributing to Michael Porter’s five forces when applied to an e-commerce business.

The research suggests that companies must consider secure payment systems, supply chains, legislation, and quality service for sustainable e-commerce ecosystems in Bangladesh.