The rise of borderless E-commerce : How is the digital business changing consumer buying behavior and the shape of Global Trade?

Abstract

The main aim of this thesis is to study and research how the rise of e-commerce impacted on consumer behavior and shape of global trade. The survey was completed among the 30 respondents, and the interview was done with two participants of different age groups and the geographical location of the student’s social circle to find out about the various aspects of E-commerce. A mixed method of research, combining quantitative survey and qualitative interview was applied to achieve the objectives, including a review of different existing literature found on the internet and books. The survey and interview helped to know the situation of the E commerce among consumers, their preferences, expectations, disappointments and satisfaction levels. Going through the study of literature and research helped us to understand E commerce from the perspective ‘of consumers more deeply. The entire process of research also helped in figuring out the factors that commerce must improve to make it more convenient and popular among consumers. The case study of Patagonia has also been done to highlight conscious consumerism and the importance of sustainability in E- Commerce. The findings from the research provided valuable information and insights about E-commerce and its impact on consumer behavior and shape of global trade. The research findings reveal that product quality and price (77%) are primary influencers of online purchases, while trust and accessibility disparities and contradiction persist between developed (e.g., Finland) and developing (e.g., Nepal) markets. Even though COVID-19 accelerated e-commerce adoption, 57% of consumers prefer hybrid (online and offline) shopping models and it can be predicted that future consumer market is not going to saturated in one way. The shape of global trade has changed as cross-border commerce is widespread (93% of respondents shop internationally), yet logistical and regulatory hurdles seem to be the biggest challenge highlighting uneven global participation. Sustainability seems to be secondary for most but still emerges as a growing priority among younger urban consumers, exemplified by case study of brands like Patagonia. The study highlights the need for enhanced digital infrastructure, trade policies, regulations, and ethical business practices to ensure equitable growth of E-commerce. The research recommendations include mobile-first platform optimization, fair trade practices, stronger consumer protections act, and further research on AI-driven personalization. The is no doubt that borderless e-commerce democratizes global trade, but it requires collaborative efforts to address its disparities and unfair distribution.