Challenges and Opportunities of E-Tailing in Emerging Economies

Abstract

The increase in penetration of internet and information and communication technology (ICT) along with change in consumer lifestyle and growing population of internet savvy consumers presents an encouraging platform for e-retailers in emerging markets. Education, technology and growing demand from middle class consumers are further driving the growth vehicle of e-tailing in these nations. There is adequate literature available for electronic business in the context of developed nations but applying that knowledge without any consideration of the unique business environment prevalent in emerging markets may spell danger for online traders. Therefore, the proposed chapter focuses on the growth of e-tailing in emerging economies. It talks about the driving forces for success of e-tailing in various developing economies. The opportunities, challenges and unique issues associated with e-tailing in emerging markets are also discussed. The chapter ends with a discussion on the future of e-tailing in emerging nations.

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