E-commerce selling in an emerging economy context

Abstract

Different studies have specified different definitions of Ecommerce. However most of these definitions concur and summarize that Ecommerce is constituted by buying and selling online. This study focusses on the Selling strategies in Ecommerce. Online Selling is now touted as a global raging phenomenon. Most studies have concentrated predominantly on developed Western countries. Initially slow to uptake Electronic markets and businesses, the emerging economies of Africa, Asia, and Latin America are now investing heavily in building Ecommerce infrastructure. In this chapter, we try to understand some of the strategies for selling online in emerging countries and the impediments involved. Thus emerging markets can be fertile ground for enormous online sales growth, but emerging markets have their own unique obstacles and difficulties that are distinct from the market scenarios in developed markets. Our study summarizes the following points as the four key success factors for entering and sustaining in emerging markets with an online sales strategy: (1) Develop a customized and differentiated value proposition (2) Manage the customer experience (3) Do not underestimate local players (4) Think long term.