Adoption of B-2-C Model of E-Commerce to Analyze the Prospects Ecommerce in Rural Context

Abstract

As part of new urbanization process, e-commerce has been expanding swiftly in the country's rural areas. The growth and unique features of rural e-commerce were examined in this study. On the other hand, rural areas have significant barriers to entry for e-commerce. Therefore, individuals have realized that rural areas may benefit from engaging in e-commerce. The purpose of this research is to analyze the potential, reach, and current state of e-commerce in a rural setting. Studying the potential of e-commerce in rural areas required selecting a sample of 100 e-commerce users using a straightforward sampling approach. Therefore, the purpose of this article is to inform those who would like to engage in e-commerce in rural regions about the numerous obstacles they may face while setting up shop.