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Unlocking the Potential of E-Commerce in Yemen: Identifying Key Impacting Factors and Exploring Strategic Solutions

Author

Listed:
  • Yaser Khaled Al Harazi

    (College of Economics and Management, Northeast Forestry University, Harbin 150040, China)

  • Gang Tian

    (College of Economics and Management, Northeast Forestry University, Harbin 150040, China)

  • Syed Ahsan Ali Shah

    (EMC3 Research Group, Science and Math Education Department, Universidad de Salamanca, 37008 Salamanca, Spain)

  • Ahmed Khaled Al Harazi

    (School of Civil and Hydraulic Engineering, Huazhong University of Science and Technology, Wuhan 430074, China)

  • Saleh Yahya Alwan

    (College of Economics and Management, Northeast Forestry University, Harbin 150040, China)

  • Amr Mohammed Ali Amer

    (School of Economics and Management, Harbin University of Science and Technology, Harbin 150006, China)

Abstract

This study offers a comprehensive analysis of the e-commerce ecosystem in Yemen, identifying key opportunities and impacting factors to growth, and suggesting suitable strategies for e-commerce startups. The study employs an integrated methodical approach, combining a literature review, and data analysis using Grey Analytic Hierarchy Process (Grey AHP) and Grey Technique for Order of Preference by Similarity to Ideal Solution (Grey TOPSIS). The literature review identifies opportunities, challenges, and strategic solutions. The Grey AHP assesses the relative importance of opportunities and challenges. The Grey TOPSIS ranks the best strategies that e-commerce startups in Yemen can adopt to leverage these opportunities and manage the negative effects of the barriers. The results show that large market potential, the underserved market, and the growing middle class represent the most significant opportunities. In contrast, economic and political instability, logistical challenges, and the lack of trust in online payments are the most significant impacting factors. To overcome these challenges, the top three strategies recommended are building strategic partnerships, offering secure payment and delivery options, and targeting the underserved market. By implementing these strategies, the e-commerce ecosystem in Yemen can prosper, take advantage of opportunities, and contribute to the country’s economic development.

Suggested Citation

  • Yaser Khaled Al Harazi & Gang Tian & Syed Ahsan Ali Shah & Ahmed Khaled Al Harazi & Saleh Yahya Alwan & Amr Mohammed Ali Amer, 2023. "Unlocking the Potential of E-Commerce in Yemen: Identifying Key Impacting Factors and Exploring Strategic Solutions," Sustainability, MDPI, vol. 15(18), pages 1-24, September.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:18:p:13712-:d:1239668
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    References listed on IDEAS

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    1. Neelam Chawla & Basanta Kumar, 2022. "E-Commerce and Consumer Protection in India: The Emerging Trend," Journal of Business Ethics, Springer, vol. 180(2), pages 581-604, October.
    2. Hamood Mohammed Al-Hattami, 2021. "University Accounting Curriculum, IT, and Job Market Demands: Evidence From Yemen," SAGE Open, , vol. 11(2), pages 21582440211, April.
    3. Mohammed A. Hajar & Ammar Ahmed Alkahtani & Daing Nasir Ibrahim & Mohammed A. Al-Sharafi & Gamal Alkawsi & Noorminshah A. Iahad & Mohd Ridzuan Darun & Sieh Kiong Tiong, 2022. "The Effect of Value Innovation in the Superior Performance and Sustainable Growth of Telecommunications Sector: Mediation Effect of Customer Satisfaction and Loyalty," Sustainability, MDPI, vol. 14(10), pages 1-20, May.
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