Development dimensions of E-Commerce in Bangladesh:

Scope, challenges and threats

Md Altab Hossin Md Nazirul Islam Sarker
School of Management and Economics, School of Public Administration,
University of Electronic Science and Technology of Sichuan University,
China, Chengdu 610065, Sichuan, People’s Republic of China
Chengdu 611731, Sichuan, P.R. China
[email protected]
[email protected]
Yin Xiaohua Adasa Nkrumah Kofi Frimpong
School of Automation Engineering, School of Management and Economics,
University of Electronic Science and Technology of University of Electronic Science and Technology of
China, Chengdu 611731, Sichuan, P.R. China China,
Chengdu 611731, Sichuan, P.R. China
[email protected]
[email protected]

ABSTRACT Commerce model. It comprises the approaches of business like

The main purpose of the study is to explore the scope, challenges buying and selling of products, services and information fully
and threats of e-commerce as well as its development dimensions based on internet. It basically uses communications based on
in Bangladesh. The study uses survey findings, SWOT analysis digital information technology in business. It provides a platform
approach and case study of two top ranking e-commerce business for sharing information related to product and services among the
institutions in Bangladesh. The study also uses secondary data buyers, sellers, and related stakeholders using communication and
through extensive literature review. It reveals that there is a great information technology like EDI (Electronic Data Interchange). It
prospect of e-commerce in Bangladesh with growing trust, e- also connects different payment system through mobile banking,
commerce facilities, security, people’s awareness and debit card, credit card of EFT (Electronic fund transfer) payments,
transformation from traditional shopping to online shopping. It QR (quick response) payment system like Wechat, and Alipay
also explores that people like online shopping due to its payment system. It provides various benefits to the customers by
convenience, security and time saving nature. The study further making availability of goods at lower price, broader choice and
reveals that quality of the product, consumer dishonesty, lack of saving times. It is characterized by technology driven, business
proper cyber security in some e-commerce site, unavailable model innovation and quick scale expansion [1]. It helps to
banking facility, product availability and mandatory credit card enhance operations efficiency and directed to the productivity
requirement are the major challenges to the development of e- growth. E-Commerce covers a broad range of businesses models
commerce in Bangladesh. The article suggests that a proper like business to customer (B2C), business to business (B2B),
initiative should be taken by the government to implement ICT consumer to consumer (C2C), online to offline (O2O), and
policy properly for smooth running e-commerce business in business to government (B2G) covering all types of products and
Bangladesh and achieving goals of digital Bangladesh. services [2]. It has a great potential to contribute to the
mainstream economy. It saves time, cost and distance for
CCS Concepts purchasing, exchanging and dealing products and services without
• Social and professional topics → Professional major challenges. In last few years, the growth rate of e-
topics → Management of computing and information commerce is tremendously occupying the business sector.
systems → Information system economics According to Ecommerce Foundation, about $2671 bn global
business turnover by 2016 which mentioning a notable
Keywords achievement for e-commerce sector [3].
E-commerce; Business Model; SWOT analysis; Online shopping
in Bangladesh; Information security; Payment method. The adoption of Information Communication Technology (ICT) is
a timely demand to adopt almost everyone in the society so it is
1. INTRODUCTION necessary to develop a sustainable e-commerce ecosystem [4].
Technological development facilitates people’s life to adopt it in Besides there is another challenge related to increasing fake
every sphere of life. Electronic commerce is one of them. products gradually which reduces the trust of e-commerce
Electronic commerce means business based on internet which is business. Both consumers and traders are suffering from this
usually known as E-Commerce. Figure 1 shows the generic E- problem which affects the ecommerce ecosystem. Accordingly,
Permission to make digital or hard copies of all or part of this work for the third party of e-commerce have a significant role to overcome
personal or classroom use is granted without fee provided that copies are the situation as a mediator [5].
not made or distributed for profit or commercial advantage and that
copies bear this notice and the full citation on the first page. Copyrights
for components of this work owned by others than ACM must be
honored. Abstracting with credit is permitted. To copy otherwise, or
republish, to post on servers or to redistribute to lists, requires prior
specific permission and/or a fee. Request permissions from
[email protected].
IMMS 2018, August 25–27, 2018, Chengdu, China
© 2018 Association for Computing Machinery.
ACM ISBN 978-1-4503-6486-7/18/08…$15.00
DOI: https://doi.org/10.1145/3277139.3277152

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 Figure 1. Generic E-Commerce model
Figure 2. Monthly BTRC report on internet subscribers in
The adoption of Information Communication Technology (ICT) is Bangladesh (February 2012- January 2016)
a timely demand to adopt almost everyone in the society so it is
necessary to develop a sustainable e-commerce ecosystem [4]. The rest of the paper is organized as follows. Section 2 describes
Besides there is another challenge related to increasing fake the review of related literature. Section 3 presents methodology.
products gradually which reduces the trust of e-commerce Section 4 dimensions of the e-commerce business in Bangladesh
business. Both consumers and traders are suffering from this including a survey statistic. Section 5 depicts the opportunity, and
problem which affects the ecommerce ecosystem. Accordingly, challenges and threats of the e-commerce in Bangladesh and
the third party of e-commerce have a significant role to overcome Section 6 describes the SWOT analysis as a case study of two
the situation as a mediator [5]. largest e-commerce firm in Bangladesh and final section
However, in developing countries poor access to correct market concludes the research.
information, poor infrastructure, sometimes absent infrastructure
hampers to adopt e-commerce technology properly. But adoption 2. METHODOLOGY
of e-commerce approach may be a good opportunity to develop a This study is based on both quantitative and qualitative approach.
nation. Because the producer easily represents their products to First, we collected a survey results from 284 respondents in
global market irrespective of the language, culture, nation, and Dhaka, Bangladesh which was the convenient sample size for our
country. The internet provides this facility to bring the globe in subjects as well as research guidelines were properly reviewed
hand and market their product worldwide. It provides a lot of and followed to select the sample size. The respondents were aged
benefits to individuals and trader in developing as well as between 15 to 40 years with average age 26 years. The study was
developed countries. Some developed countries smoothly run conducted by face to face interview with questionnaire and
worldwide brand E-commerce site like Amazon, eBay, ensuring who have internet facility. For the sampling, stratified
Walmart.com, LLBeandn.com, Sony.com, Alibaba.com, random sampling method were used to ensure the presence of key
Taobao.com etc. whereas large number of firms from developing subgroups in the sample. The subgroups or strata for selecting the
countries such as South Korea, Tai-wan, Israel, Brazil and samples are gender, age, and education (see table 1 for strata).
Bangladesh have already become global players in many Most of the data were classified into 1-5 scale to emphasis the
industries [6]. This developing countries firms can take range and accuracy. The data collection and analysis for this study
advantages of ecommerce to market their product into domestic have been done from January to March 2018. Data were analyzed
and worldwide. from different perspectives of e-commerce considering various
dimensions and indicators for e-commerce technologies in
Bangladesh adopts the internet technology in 1996 and the Bangladesh. Second, this study focuses on dimensions, challenges,
internet users growing rapidly now. BTRC [7] reports that 50% threats and opportunities of e-commerce in Bangladesh.
growth of internet user’s subscription and user number around 60 According to Rother [8], a systematic literature review is
million from 2013 to 2016 (see figure 2). The e-commerce is considered as an original research work because of following a
gradually taking place in Bangladesh though increasing of the rigorous, and systematic process. The analysis has been confined
internet service provider, IT specialist, e-commerce websites and to the exploring the status, challenges and opportunities of e-
a sincere cooperation from the government of Bangladesh and commerce in Bangladesh. An extensive review is done by using
central bank. In future, online business strategy can bring glorious web of science, engineering village, Springer link, science direct
opportunity to this developing country if it can be applied in and Google Scholar website and some keywords like “electronic
proper business purposes including all e-commerce business commerce, m-commerce, challenges, opportunities, Bangladesh,
dimensions such as B2B, B2C, C2C and M-commerce. Hence online shopping in Bangladesh” have been used to get the latest
understanding all the challenges, opportunities, threats, strength, research related to the topic [9]. Third, e-commerce related
weakness are indeed necessary now for successful ecommerce documents consisting journal articles, working papers, book
growing in Bangladesh. Despite the summary statistic of chapter, magazine article, and books have been reviewed to
ecommerce sector in Bangladesh, however only few researchers explore the dimension of ecommerce in Bangladesh. This
have so far analyzed the scope, challenges and threats of qualitative document selection has been done by following the
Bangladesh ecommerce market. Therefore, the aim is to explore checklist of the Reporting of Observational Studies
the scope, challenges and threats of e-commerce in its
development dimensions in Bangladesh as well as deepen the
knowledge about online shopping in Bangladesh to the seller,
investor, practitioners, and consumers.

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in Epidemiology (STROBE) [10]. Finally, the study uses SWOT
analysis as a case study of two top ranking e-commerce business 3. DIMENSION OF ECOMMERCE IN
institutions in Bangladesh. The case study approach refers to an BANGLADESH
in-depth study or examination of a contemporary phenomenon 3.1 Findings from Survey
using multiple sources of evidence within its real-life context [11]. To find the current ecommerce summary statistic result, we
According to Yin [11], case research is actually useful when the collected 284 sample survey data in the context of ecommerce
context is complex nature. Case study is an appropriate strategy to sector in Bangladesh such as B2B, B2C, C2C, O2O, and B2G. For
determine a case to in-depth which is helpful for analyzing the the survey we consider to find statistic data of some major
top-ranking e-commerce site of Bangladesh. Therefore, this study parameters such as age, education, online shopping, job status,
adopts the SWOT analysis approach for analyzing the e- shopping time, shopping frequency, payment method, shopping
commerce firm. experience, and shopping type. Table 1 summarizes the survey
result and statistic.
Table 1. Summary statistic from survey result of Ecommerce dimension in Bangladesh
Variables N Type and Percentage
Gender 284 Male Female
80.4% 19.6%
Online shopping 284 Yes No
41.3% 58.7%
Age 284 <20 20-24 25-29 30-40 >40
7.1% 28.7% 31.3% 25.2% 7.7%
Education 284 Junior school Senior school Diploma Undergraduate Graduate and above 27.2%
5.5% 11.6% 17.3% 38.4%
Status 284 Student Teacher Service Business Unemployed
43.2% 11.4% 24.1% 14.2% 7.1%
Shopping hours/month 284 <5 5-9 10-14 15-20 >20
30.3% 34.7% 18.4% 11.5% 5.1%
Shopping 284 <2 2-4 5-7 8-10 >10
frequency/month 29.3% 35.7% 17.6% 12.2% 5.2%
Payment method 284 Credit card Debit card Mobile banking Cash on delivery
6.5% 3.5% 17.9% 72.1%
Shopping experience 284 Difficult Convenient Helpfulness Easy delivery Easy service support 22%
27.3% 78.5% 82.4% 75.7%
Shopping type 284 B2B B2C C2C O2O B2G
7.1% 42.4% 17.3% 30.2% 3%

The survey data were analyzed through IBM SPSS software. The
decorations and furniture items, job seeking and online
survey result used to analyze and discussed the scope, challenges,
advertisements, online cards, gifts, online transportation system,
and opportunities of ecommerce in Bangladesh as well as SWOT
Hotel management and tourism etc., sports and travelling items,
analysis of two largest ecommerce site in Bangladesh.
software and entertainment(video, music, games), toys and
3.2 Present Situation of E-Commerce in handicrafts, web hosting and domain, restaurant and community
service.
Bangladesh
With the aid of internet, information technology and ecommerce
evolution, Bangladesh also rapidly moving towards to ecommerce
sector. Taking the advantages of optical fiber and mobile network,
Bangladesh has high speed internet covering all divisional and
district as well as Upazila level. Nowadays internet services
available in the remote area also [12]. At present several
dimension of ecommerce business available in Bangladesh.
Among them B2C is most widely existent and prominent in
market. O2O business such as transportation, foods, hotel and
tourism, and apartment rent are also expanding rapidly. C2C
business slightly existent with some ecommerce site such as
bikroy.com. A limited number of B2B and B2G business exists in
Bangladesh.
Light Castle [13] reports the different categories of products in
ecommerce sectors in Bangladesh (see figure 3). These positive
indicators are favoring the prospects of e-commerce in
Bangladesh. Some potential sectors for e-commerce in
Bangladesh are - banking sectors (online banking), beauty and Figure 3. Product categories for Ecommerce sector in
health, electronics and home appliance products, fashions and Bangladesh
cloths, foods and restaurant, apartment selling and rent, home

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In spite of some obstacles, recently many ecommerce platforms information [16] resulting critical issues may happen. Yet some of
are established in Bangladesh. Using the digital information the online shopping website don’t have SSL certificates to ensure
technology knowledge and growing number of mobile and the online security. All online shopping needed to use SSL
internet users, Bangladesh consumer are now familiar with e- certificate ensuring prevention of hacking and loss of consumer’s
business [14] and various field of ecommerce platforms sensitive information. Proper use of antivirus and firewall
expanding rapidly. In 2012 ecommerce transaction volume around protection also needed for successful secured online shopping[19]
BDT(Bangladeshi currency) 450 million where in 2013 it is and counterattack of malwares and Trojan.
expected to reach BDT-2000 million [15] which indicating a
remarkable progress of ecommerce sector in Bangladesh. Logistics and Shipment Services: Smooth and managed logistics
Nowadays various ecommerce platform exists in B2C, C2C, and and shipment services is key factor for successful ecommerce.
O2O business in Bangladesh. Bangladesh is still lagging behind this improvement specially
remote areas not covered for logistics and shipment services [19].
Among them major findings of ecommerce platforms are- Developed countries like USA, China have proper and smooth
www.ajkerdeal.com, www.akhoni.com, www.banglamart.com, logistics services for ecommerce sector. Bangladesh online
www.bdjobs.com, www.bagdoom.com, www.bikroy.com, merchants and logistics companies can follow their operation and
www.buymobile.com.bd, www.cellbazaar.com, management policy for goods shipping.
www.daraz.com.bd, www.mutobazaar.com, www.picaboo.com,
www.rokomari.com, www.sohoz.com Goods Packaging: Packaging technology still not developed in
Bangladesh, and many of the goods hampered during shipping
4. OPPORTUNITIES, CHALLENGES AND without proper packaging bringing negative thought of online
RISKS OF E-COMMERCE IN shopping by the consumers. By using proper and safety packaging
many goods can be shipped smoothly, thus development of
BANGLADESH packaging technology industry and packaging method need for
Although ecommerce sector have remarkable progress in one step more successful online shopping in Bangladesh.
Bangladesh due to high internet speed and information technology
advancement, but it is still far lagging behind the developed Fear and Fraud Factor: Majority of the consumer in Bangladesh
countries [16] like USA, China. Till now there are many not well known about the online shopping process, payment
challenges, risk and opportunities for the merchants to smoothly dealings and its security[20]. Hence they fear to transact online,
operate their e-business in Bangladesh. Issues like online money even they prefer pay on delivery while shopping. Another major
transaction, logistics, packaging etc. being the critical issues for factors are credit card information loss. Some firms giving
ecommerce operation in this country. Possible factors of lucrative offers to collect credit card information while online
challenges, threats and opportunities are: shopping and later they hack the consumer card information and
illegally punch to make money. Proper rules and authority action
Poor Knowledge and Awareness: Comparing the ratio of required to remove this tricky.
internet users and information technology revolution, majority of
the population specially from rural area people are not aware of Physical Touch of Goods: Consumer in Bangladesh used to buy
ecommerce business and its benefit as well they are not well products after touching it physically and even they like to bargain
known about internet uses and its application [17]. Some of them the price. Hence they are more likely to transacts C2C and O2O
yet afraid of online security and fraud, hence ecommerce products/service [21] and prefer pay on delivery in B2C shopping.
knowledge gap still exists [16]. Reliable survey shows that more However, 7/30 days’ money back guarantee and some other
than 50% of consumer in Bangladesh don’t have enough similar policy can reduce this consumer tendency and improve
knowledge about the online security solutions. online shopping process.
Online Transaction: Internet banking, online transaction yet not Product Quality: Quality is a universal and common issues for
popular in Bangladesh and most of them unknown about the online shopping. Some quality issues like product description
online transaction operation, hence effecting the online shopping mismatching [20], refurbished, fake products annoying the
growth [18]. However, some of the bank started their online trustworthy of online shopping. Proper rules and regulation can
banking operation such as Islami bank Bangladesh limited, Dutch enhance customer trust regarding product quality and merchants
Bangla Bank Limited and even Bkash have agreement with should go for original and quality product for success in this
Chinese wallet Alipay which undoubtedly an improvement sign of sector.
ecommerce sector in Bangladesh.
Tax Structure: Unlike developed countries tax rate varies sector
Cash on Delivery: People yet prefer cash on delivery (COD) for by sector in Bangladesh [12] hindering the development of online
payment method while shop online which replacing the online shopping. A proper tax policy from government for online
transaction barriers in ecommerce sector. 30-50% consumers shopping and circulation can eliminate this hindrance and
taking advantages of COD for their online shopping [15] as they successfully grow of online shopping.
can ensure the product quality after delivery removing security
Customer and Social Relationships: Face to face trading can
issues. However COD brings sales loss for merchants [16], some
enhance customer and social relationship whereas online shopping
consumers denied to pay and unable to contact at the delivery
fail to develop this relation. But merchants in Bangladesh can
time of the goods. Proper online retailing law and judicial steps
improve the online consumer reviews (OCR) as marketing tool to
taken by government can eliminate this problem and improving
build up customer trust and relationships to improve online
online shopping.
shopping.
Online Security: Many firms using pirated software and
application and not proper aware of online security issues which is
prone to leak out consumers personal information and banking

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5. THE SWOT (STRENTHS, WEAKNESS,
OPPORTUNITIES, THREATS) ANALYSIS Bagdoom 5%
5.1 SWOT analysis of daraz.com.bd
Daraz.com.bd (previously kaymu bd) is the biggest and popular Pickaboo 7%
B2C online shopping platform successfully running in Bangladesh
market offering all kinds of consumer products such as electronics, Kaymu 29%
cloths, household products etc. statistic shows that approximately
59 percent of respondents stated that Daraz was the top e- Daraz 59%
commerce site in Bangladesh [22]. Recently daraz.com.bd have
an agreement with Chinese biggest ecommerce vendor Alibaba 0% 20% 40% 60% 80%
group which indicating they are pioneer and market leader in
Percentage of respondents
Bangladesh. Figure 4 shows the leading ecommerce sites in
Bangladesh and Daraz percentage of respondents. Table 2
summarizes the SWOT analysis of daraz.com.bd. Figure 4. Leading e-commerce sites in Bangladesh in 2016
Table 2. SWOT analysis of bikray.com and daraz.com.bd
Site Strength Weaknesses Opportunities Threats
Daraz 1. Business model - B2C 1. High subscription fees 1. Eliminating market middleman 1. Improper shipping
.com 2. Revenue model –Seller for seller 2. Creating employment and can affect the sales
.bd subscription fees, transaction 2. Limited seller, brands advancing ecommerce volume
commission and products 3. Consumer getting IT and more 2. Site speed can affect
3. Target consumers - City 3. No proper shipping product knowledge the order process
corporation and district area policies. 4. Introducing new brand and new 3. High price and
4. Payment method – Both 4. No other business products limited brands/seller
online and cash on delivery model like C2C, O2O, 5. Can run their own logistics can lose the customer
5. Product categories-all kinds of B2B company for better and smooth 4. Poor online security
consumer products 5. Only paid seller can shipping. can be targeted by
6. Privacy policy – Secure sell the goods 6. Further improvement can bring hacker
personal information of both it to become ideal ecommerce site 5. Poor knowledge of
seller/consumer in Bangladesh [23]. consumer may have
7. Support social network 7. Integrate C2C, O2O, time limit effected by internet
8. Products – Original quality buy, auctions to have more phishing
products revenue
9. Navigation – easy to use and 8. Enhance online consumer
have shopping cart option reviews(OCR) can bring more
10. Support – customer support, consumers
tracking number, refund
Bikroy 1. Business model- C2C, 1. Most of the products 1. Can run multiple business 1. Revenue not stable
.com 2. Revenue model – are old, not attractive and model like B2B, B2C, Auctions because of user
Advertisement new [24] generated posts [24]
3. Target consumers- all 2. No other business 2. User can extra money by 1. May fail to compete
consumers in Bangladesh model like B2B, B2C selling old and unused products the market
4. Payment method –pay on 3. Limited revenue, no 3. Recycling the products and 2. Users not stable due
delivery fees for transaction, environment friendly to old goods
5. Area covering – Whole subscription [24] 4. Has chance to eliminate market 3. Hand to hand
Bangladesh 4. No online payment middlemen, transaction may bring
6. Product categories – system 5. Creating employment and fraud and safety issues
Consumer goods/Service 5. User decide the advancing IT 4. Shipping delay may
7. Fees: No fees to sell the goods shipping 6. Consumers getting IT bring consumers claims
8. Privacy policy –Secure 6. No shopping cart and knowledge 5. Limited revenue
personal information of seller less product dimension 7. Can run online payment system hinder the growth of
9. Language- both English and 7. Support only BDT for more smooth transaction [25], firm
Bengali (Bangladesh Currency) 8. Run apps to cover all types of
10. Support social network. 8. Used only in domestic consumer

5.2 SWOT Analysis of Bikroy.com ecommerce are just introducing in Bangladesh market. User can
In Bangladesh C2C ecommerce sector Bikroy.com considered as sell/post over 50 categories of products at free of cost [23]. SWOT
one of the top marketplace [26]. It starts journey when the analysis of bikroy.com are mentioned in table 2.

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