Prioritizing the barriers to higher and faster adoption of e-commerce in India

R.K Jena, Institute of Management Technology, Nagpur, India

Abstract: E-commerce has been predicted to be a new driver of economic growth for developing countries like India. Many factors could be responsible for the low usage of e-commerce in India particularly in ‘B’ grade and ‘C’ grade cities in India. In order to determine the barriers that hinder the adoption of e-commerce, experts from different segment of society were consulted and their feedback was analysed using DEMATEL technique. The results showed that technical barriers were the most important barriers followed by legal and regulatory barriers for faster e-commerce penetration in India. Also, findings of this paper implied that more efforts are needed by all the stakeholders to speed up e-commerce adoption, particularly semi-urban and rural areas in India.

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