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E‐commerce's fast‐tracking diffusion and adaptation in developing countries

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  • Thomas Reardon
  • Ben Belton
  • Lenis Saweda O. Liverpool‐Tasie
  • Liang Lu
  • Chandra S. R. Nuthalapati
  • Oyinkan Tasie
  • David Zilberman

Abstract

E‐commerce is rapidly diffusing in developing regions of the world. Its share is still small even in modern retail, except in the frontrunner China, but it is developing quickly in Asia and Latin America and emerging in Africa. Patterns of diffusion over regions mirror the supermarket revolution but are lagged by several decades. E‐commerce firms employ strategies to “fast‐track” their spread, responding to challenges of high transaction costs, heterogeneous consumers, and persisting importance of retail small and medium enterprises. Over the past 10–15 years, e‐commerce firms in developing regions have fast‐tracked their adaptation to these challenges by bundling services as well as partnering with retail SMEs and delivery intermediaries.

Suggested Citation

  • Thomas Reardon & Ben Belton & Lenis Saweda O. Liverpool‐Tasie & Liang Lu & Chandra S. R. Nuthalapati & Oyinkan Tasie & David Zilberman, 2021. "E‐commerce's fast‐tracking diffusion and adaptation in developing countries," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 43(4), pages 1243-1259, December.
    • Handle: RePEc:wly:apecpp:v:43:y:2021:i:4:p:1243-1259
    DOI: 10.1002/aepp.13160
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    References listed on IDEAS

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    Cited by:

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    2. Chong Ji & Wenhui Zhao & Hui Wang & Puyu Yuan, 2022. "Online Platform Customer Shopping Repurchase Behavior Analysis," Sustainability, MDPI, vol. 14(14), pages 1-14, July.
    3. Anderson, Kym, 2022. "Trade-related food policies in a more volatile climate and trade environment," Food Policy, Elsevier, vol. 109(C).
    4. Guo, Jianxin & Jin, Songqing & Zhao, Jichun & Wang, Hongbiao & Zhao, Fang, 2022. "Has COVID-19 accelerated the E-commerce of agricultural products? Evidence from sales data of E-stores in China," Food Policy, Elsevier, vol. 112(C).
    5. Wanglin Ma & Christopher Gan & Puneet Vatsa & Wei Yang & Hongyun Zheng, 2022. "Factors affecting online shopping frequency: lessons from New Zealand," SN Business & Economics, Springer, vol. 2(6), pages 1-10, June.

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