E-commerce adoption in livestock product marketing: a systematic review of challenges and opportunities in selected developing countries

Abstract

E-commerce offers transformative potential for livestock product marketing in developing countries by reducing intermediary dependency, enhancing market access, and enabling price premiums through digital quality signalling. However, systematic evidence on adoption dynamics remains limited. This study presents a systematic review guided by PRISMA 2020, drawing on Scopus and Web of Science (2016–2026). Following rigorous screening, 11 peer-reviewed articles were synthesised using inductive thematic analysis, reflecting the nascent state of the field. Five thematic clusters emerged: e-commerce adoption and behavioural factors; consumer behaviour and market access; digital surveillance and food safety regulation; value chain resilience and digital pivoting; and ICT integration and supply chain performance. Adoption remains critically low, constrained by inadequate digital infrastructure, low digital literacy, capital limitations, and weak regulatory frameworks, though substantial opportunities exist through direct market access, traceability-based premiums, and ICT-enabled efficiency. Agricultural economics frameworks dominate theoretically, mainstream technology adoption models remain absent, and studies are geographically concentrated in China, limiting generalisability. Critical gaps include limited longitudinal designs, smallholder perspectives, and gender-inclusive analyses.

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