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The Role of Technology in Business-to-Consumer E-Commerce: Evidence from Asia

Author

Listed:
  • Jong Woo Kang

    (Asian Development Bank)

  • Tengfei Wang

    (United Nations Economic and Social Commission for Asia and the Pacific)

  • Dorothea Ramizo

    (Asian Development Bank)

Abstract

The business-to-consumer (B2C) online commerce landscape is changing rapidly, supported by the technological innovation. However, its diffusion remains concentrated in developed and large economies and is creating a digital divide that excludes small and medium-sized enterprises and people with limited means. The coronavirus disease (COVID-19) pandemic exposed an urgent need to close the divide, both within and across countries. This paper explores disparities in B2C online commerce revenues among selected Asian economies by investigating the role of technology adoption in B2C sales online. Using proprietary panel data to ensure comparability of B2C online commerce across countries and years, the study investigates empirically the possible drivers of B2C online commerce growth. This paper yields important insights for policy makers and businesses and provides evidence that internet access and speed, online security, and financial inclusiveness matter in facilitating internet retail sales. Governments should consider these as important issues in building an enabling environment that will help B2C online commerce adapt to the post COVID-19 world and ensure that innovations create opportunities for all.

Suggested Citation

  • Jong Woo Kang & Tengfei Wang & Dorothea Ramizo, 2021. "The Role of Technology in Business-to-Consumer E-Commerce: Evidence from Asia," ADB Economics Working Paper Series 632, Asian Development Bank.
    • Handle: RePEc:ris:adbewp:0632
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    References listed on IDEAS

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    1. Zhu, Wenlong & Mou, Jian & Benyoucef, Morad, 2019. "Exploring purchase intention in cross-border E-commerce: A three stage model," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 320-330.
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    Keywords

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    JEL classification:

    • F13 - International Economics - - Trade - - - Trade Policy; International Trade Organizations
    • F14 - International Economics - - Trade - - - Empirical Studies of Trade

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