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26SJIF 2023 = 6.131 / ASI Factor = 1.7
3(9), September, 2023
BARRIERS AND LIMITATIONS OF E-COMMERCE DEVELOPMENT IN
TASHKENT
The recent increase of business entities that are involved in e-commerce and in contrast a low demand in the market lead to revealing a research gap. The ecommerce market demonstrates a significant contribution to the county economy that can be witnessed in the examples of developed and developing countries. This research aims to determine why consumers do not use e-commerce; namely barriers and limitations from the perspective of the companies and then concentrating on analysis of consumer behavior. As a result, this research finding will make a contribution towards strategic, marketing and other decisions of organizations and improve their results having a conceptual background that is applied in the real business practice. There were carried out exploratory research via 6 in-depth interviews with such companies as Arba.uz, Lebazar.uz, Days.uz, Olcha.uz, Agrofield Group and related specialists such as ICT specialist, Mikhail Shpirko to have a comprehensive understanding.
Key words: consumers behavior, e-commerce, barriers and limitations.
В последнее время рост числа субъектов предпринимательства, занимающихся электронной коммерцией, и низкий спрос на рынке приводят к выявлению пробела в исследованиях. На примере развитых и развивающихся стран можно увидеть, что рынок электронной коммерции вносит большой вклад в региональную экономику. Целью данного исследования является выяснить, почему потребители не используют электронную коммерцию. Барьеры и ограничения с точки зрения компаний, а затем сосредоточиться на анализе поведения потребителей. В результате результаты этого исследования способствуют принятию стратегических, маркетинговых и других решений организаций. Их результаты будут иметь концептуальную основу, которую можно будет использовать в реальной деловой практике.
Ключевые слова: поведение потребителей, электронная коммерция, барьеры и ограничения.
Masrurakhon Kudratkhujaeva
Masters (WIUT) Deputy director "MUSAFIR'S" LLC
ABSTRACT
АННОТАЦИЯ
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INTRODUCTION
In recent years, the proliferation of interests towards online consumer behavior is practiced all over the world both from academics and business practitioners. Ecommerce still refers to a new practice for consumers and increased trust practiced once people become familiar with it; however, it is important to reveal new ways for continuous attraction and retention of consumers to use the e-commerce system. (Jones and Leonard, 2008; Wang, et., al, 2016). After comprehensive investigation of research papers; while at the same time striving to address a problem like pain, which requires intellectual resources such as medicines and that can be significant for implications in the real word of business, the research gap was identified. The detailed reading of business journals and newspapers to find out this pain lead to revealing shocking trends in the global market and domestic market such as Uzbekistan. Global e-commerce sales are forecasted to grow 3.5 trillion USD that constitutes 12% of global sales according to emarketer. Meanwhile, the e-commerce market constituted 1% in Uzbekistan by 2019 taking into account that the only ecommerce market is developed in Tashkent with more than 90% of Internet users. Why does the e-commerce market demonstrate such pitiable results? This problem needs an answer thus two sides of the truth are analyzed with the help of in-depth interviews of key market players and questionnaires of buyers.
THE LITERATURE REVIEW
E-commerce in the developed versus developing countries
Referring to Lane et al., (2004) research paper, the e-commerce development is highly correlated with websites' number and characteristics and e-readiness (So, W.C.M et al., 2005; Lane, M.S et al., 2004). Meanwhile, in accordance with the Netcraft Survey report, websites' number is constituted to over 1.8 billion worldwide; namely, companies accounted for its revolution as it was pointed out by over mentioned research (News.netcraft.com, 2018). Meanwhile, web site features such as layout design and content play crucial roles that are determined as main variables to analyze consumers' intention and behavior of making an online purchase (So, W.C.M et al., 2005). Furthermore, e-readiness represents countries' capabilities to take part in cyberspace by creating, diffusing and adopting its components; namely, its variables include technology, cultural and social infrastructures, legal and business environments etc. (Lane, M.S et al., 2004).
Barriers and limitations of e-commerce
Referring Palumbo and Herbig (1998) concluded that organizations experience a wide-range of factors that hinder e-commerce development such as political, economic, business, infrastructural, cultural and marketing challenges, whereas low
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PC penetration, language, non-standardized regulations, insufficient knowledge, competitive advantage, tax, security, documentation issues take place as well. Turban et al, (2010) identified technical limitations (inadequate security of system, reliability, communication protocol, and standards, software and infrastructure development eventually) and and non-technical barriers (trust & confidence, privacy & security, internet experience, e-commerce costs, government regulations & standards, lack of expertise, inconvenient/expensive electronic access, legal issues and an insufficient number of sellers and buyers). Chen and Barnes (2007) advocates that trust has a relationship with the intention to use e-commerce.
E-commerce in Uzbekistan
According to Uzbekistan National News Agency, internet penetration is constituted to 47.7% (15.45 million); namely internet access performed via smartphones is equal to 51% of users, via personal computers- 47% of users and via tablets constitutes 2% of users (Uzbekistan National News Agency, 2018). Tashkent, the capital of Uzbekistan, is the only sustainable region for e-commerce due to the fact that 90% of users belong to this territory (Export.gov, 2017; Unctad.org, 2018). Internet penetration is expected to hit 58% by 2021 that refers to the fundamental significant driver for e-commerce development (Euromonitor, 2018). Referring to Shawn T., Asian Development Bank Institute, 5% or less of the population have credit cards in Uzbekistan, Turkmenistan, Tajikistan, and Armenia whereas less than 1% of individuals use the Internet to purchase goods in Uzbekistan (Asian Development Bank Institute, 2018). Moreover, the barriers and limitations of ecommerce development are undeveloped logistics infrastructure and payment systems (Adb.org, 2018).
METHODOLOGY
Qualitative research is carried out with the help of data collection instruments such as in-depth interviews to address research question and objectives. The main reason that the researcher's implemented qualitative research is because the problem at hand was not widely investigated referring to the literature review. Exploratory design is carried out to have comprehensive insight regarding a particular phenomenon or a topic, in particular, qualitative research is carried out by conducting in-depth interviews with specialists in the e-commerce sector.
Data collection method comprises both secondary and primary data, the former presents information collected by the third party that is not related to a problem at hand, whereas the latter implies data collected based on a research purpose of the researcher.
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Secondary data was gathered via investigation of corresponding theories and statistics and conducted studies, which was performed via credible journals and websites such as EMERALD, JSTORE, Science Direct etc. As it was over mentioned, primary data was collected with the help of conducted 6 in-depth interviews with specialists in e-commerce
Reliability, Validity, Generalizability
Threats to Reliability:
Participant error is eliminated as respondents have their own choice; namely, in-depth interviews were carried out concentrating on the convenience of interviewees thus it was extremely challenging to schedule in-depth interviews because interviewees are business people and specialists who have an extremely tough schedule. Participant bias is eliminated by conducting the interview in the closed space, at the respondents' office, even if the research question has neutral context such as e-commerce barriers and limitations. Researcher error is eliminated with the help of effective time management not overwhelming the researcher's schedule. Researcher bias is removed by concentration and referring only on the outcomes of in-depth interviews.
Validity for Qualitative research:
Credibility was established because findings of qualitative research such as transcripts of in-depth interviews were approved by the interviewees as credible. Meaning that these results are able to reflect their beliefs and feelings accurately.
Transferability can be established to some extent when the process is extensively adopted, having an intensive description for others to follow. It will be maximum performed to make a generalization to other contexts or settings.
Dependability is reached because the same results will be obtained twice; in particular, transcripts of in-depth interviews are presented from audio records thus precise answers of an interviewee were gathered as data.
Confirmability is reached with the help of detailed and comprehensive description because of records of undertaken procedures for replication, therefore the same results could be confirmed by others.
Generalizability implies an extension of the research carried out on the sample population to the population at large. These paper findings are accomplished at the sample size, decided by the researcher; namely 6 specialists for in-depth interviews and 207 respondents for the questionnaire. This study needs to exercise caution when generalizing the findings because convenience sampling technique was carried out.
RESULTS: Quantitative research results
Oriental Renaissance: Innovative, educational, natural and social sciences
SJIF 2023 = 6.131 / ASI Factor = 1.7
Objective #1: to determine factors for consumers' intention to use ecommerce
The current stage of the e-commerce development
The query findings demonstrate that these days the state has a major role in ecommerce development with the weighted percentage of 8.51%. Meanwhile, regions need further investment to create the e-commerce market. The current stage of e-commerce is at the beginning level (with 4.26 %) that is mainly concentrated in Tashkent city. There are contradicting ideas that online stores outperform brick-and-mortar business and vice versa.
Source: "In your opinion, these days at what stage is e-commerce development in Tashkent? " Forecasts for mass online purchases
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projections for mass online purchases, there should be developed the entire business sector (with 9.40 % of the weighted percentage) such as banking sector; namely payment systems to boost usage of online services. The prosperity of Internet purchases is closely correlated with adoption of changes (4.63%)/modifications (3.56%).
Source: "According to your forecasts, how many years will it take for Internet
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The major strengths of the e-commerce market comprise the population number and its growth (5.73 %, 5.28%), a great number of large business practitioners and the market size (3.33%), customer similar purchasing habits and high purchasing power that creates opportunities for ecommerce growth. The market has not yet been saturated, having a limited number of larger corporations as competitors (1.85%).
Source: "What are strengths/positive factors of the e-commerce market? " Opportunities for the e-commerce market
Source: "What opportunities exist for development of the e-commerce market? "
The potential opportunities for the e-commerce market is closely related with the payment system that these days does not work properly as it was stated. Improvements in credit card penetration and payment system (6.67 %) will create opportunities for its development. The major factor creating future opportunities is a large market size that can be saturated and expanded even further.
Oriental Renaissance: Innovative, educational, natural and social sciences
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Weaknesses of the e-commerce market
The most prominent issue was related to customer and delivery services (6.17%). First of all, the respondents highlighted that there is a low customer service in e-commerce; in particular, as customers they face problems related with late delivery of online purchases they made. Sardor Pulatov, Trade Manager at Arba.uz pointed that this is connected with the problem that there is no single database of addresses in Tashkent; thus companies struggle to provide timely delivery because a lot of time is wasted actually to find an address. The other weakness of the market is related to people; namely online booking, order, purchases are not widely practiced (3.70%); in particular, its related with consumers' sensitivity to cost/price (4.12%). The importance of cost efficiency is a primary factor that creates demand (2.88%); while, outperforms other ones such as time efficiency (3.70%) and convenience (2.47%)
Source: "What are weaknesses of the e-commerce market? " Barriers experienced by the e-commerce business
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Source: "Many online stores are closed after a year of existence. What do you think is the reason? " & "What barriers and challenges did the company face while opening and promoting an online store? " What barriers do exist for the development of e-commerce?
The companies have a great confusion regarding legislation because of a limited number of legal acts that represents a clear overview for responsibilities and obligations of a party involved in the e-commerce business. Moreover, in 2019, there was a modification related with the e-commerce sector; however, companies still have misunderstandings with their rights and liabilities. For example, Days.uz stated that they approached the tax committee to clarify regarding decreasing income tax from 33% to 2% of the e-commerce parties and the company was not able to determine whether the company is considered as the e-commerce party. As a result, the company makes 33% of corporate income tax because of lack of knowledge and understanding the legal acts (3.30%). The main barrier is associated with improper and inefficient supply and logistics (3.30%); namely, companies struggle to practice timely delivery that leads to poor customer service and low satisfaction eventually. The company highlights that late delivery is related with unavailability of a single address database that decreases finding the required location and restricted number of logistics companies that provide high service for delivery in regions. Moreover, untimely delivery has a primary connection with high formalization required to deliver products such as verification procedures for safety and legitimacy. The other
SJIF 2023 = 6.131 / ASI Factor = 1.7
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issue represents unsatisfactory stock management in the companies' warehouses; in particular, firms have challenges to determine precise quantities of products left in their warehouse before and after a purchase. Arba.uz mentioned that they experience problems with accurate synchronization of the website and warehouse regarding stock. Sardor Pulatov mentioned that there is scarcity of IT specialists with high proficiency in the labor market thus such issues are incurred. Furthermore, low Internet penetration & connection, credit card penetration, inefficiency of payment system poses another obstacle for e-commerce companies (3.03%). In addition, another major problem that Uzbekistan has is a presence of the gray market that accounts for approximately 50% of GDP; in particular, a great number of parties import goods in unofficial ways without paying customs duties that are considered as high by the respondents. Moreover, a species-typical behavior of consumers such as personal interaction with products before making purchase and payment is another obstacle; namely consumers are more reluctant to buy a product if they see and touch prior to it (1.59%). The companies claimed that it's very challenging to initiate a first purchase from consumers rather than encourage the next one because of low level of trust thus high financial resources are allocated for marketing campaigns and promotions to attract new and retain existing companies. The next problems associated with creating a partnership with suppliers, unclear future results, required high investments and its returns in the long-run. For instance, the companies make huge investments to design effective communication channels to attract and retain new and existing clients respectively (1.58%). Overall, the country does not develop a standardized process/system in banking, payment, tax sectors that contributes towards e-commerce penetration. This means that the companies experience a wide-range of problems related to inefficient work of credit cards and payment systems (1.49%). Additionally, there is a high customs duties rate that creates an additional issue of the gray market that was over mentioned and leads to unofficial trade via physical stores and social sites. As a result, e-commerce parties have intense competition with these parties that are able to sell products for a lower price. This means that these illegal parties have lower expenditures because of operating illegally without paying taxes and other costs associated with opening a legal entity, having a public offer, tax payments, website design, employees' salaries etc. Moreover, unofficial parties do not bear any responsibilities for a service they provide; in contrast with legal online stores.
Oriental Renaissance: Innovative, educational, natural and social sciences
SJIF 2023 = 6.131 / ASI Factor = 1.7
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Source: Transcripts, "Why is it not a popular consumer habit to buy online these days? ", "What barriers prevent consumers from making online purchases? "
Word Frequency's findings indicated that Uzbek people have a shopping cultu re to have personal interaction with products to see, touch (1.32%) and even smell prior its purchase that is related with a low level of trust (3.31%) and fear of being defrauded. This buying behavior has a solid reason generated from a chance to have a bad customer experience from a service of illegal parties that do not bear any liabilities and provide compensation for losses eventually.
Reasons why consumers do not use e-commerce
As can be seen from the Word Frequency, the total 207 responses were gathered by the designed questionnaire. There was an open-ended question with options such as "it's expensive", "low quality customer service", "high risks", "bad experience" and open field, where people write their answer that is not included in options.
Source: "Why don't you use the e-commerce system? "
Oriental Renaissance: Innovative, educational, natural and social sciences
SJIF 2023 = 6.131 / ASI Factor = 1.7
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As can be seen from the word frequency, respondents mentioned high and risks over 80 times as the main reason for non-usage of e-commerce. This indicates that respondents have some doubts and fear related to e-commerce usage that leads to a low level of trust. Moreover, respondents cite issues related with service, experience and quality over 40 times, representing that they have used e-commerce and were not satisfied with over mentioned factors thus stopped using e-commerce. Meanwhile, price concerns were not the main factor; in particular, expensive was stated only 16 times. The other reasons were related to poor and uncomfortable payment systems, a lot of waiting after purchase, low quality of post service, experiencing no need for ecommerce etc.
As can be seen from the word tree, personal interaction with a product e.g. to see, touch and smell prior its purchase is due to distrust. This factor is considered as a main cultural and psychological barrier that prevents consumers from using e-
Oriental Renaissance: Innovative, educational, natural and social sciences
SJIF 2023 = 6.131 / ASI Factor = 1.7
commerce having a fear of being defrauded. Moreover, consumers experience distrust because of illegal parties' operations and limited number of legal acts.
Text Search Query - Results Preview
a result, we gain customer because of brand awareness and created a low level of pose a problem and undermine
According to your forecasts, how We strive to sell products and popularity . We didn't face referring to the case of
The companies allocate investments to gain customers and trust; whereas it undergoes to worsen because of illegal parties that provide low-qualified services and unreliable and outdated information.
The major reason why people do not purchase online is their mentality to touch beforehand having a physical product. Otherwise, still the majority of people are reluctant to use e-commerce. The comprehensive analyses of research papers in the literature review and outcomes of the qualitative research via in-depth interview that was analyzed by Nvivo software program.
CONCLUSION
The exploratory research underlined barriers and limitations for e-commerce development both at macro level; while highlighting those associates with consumer behavior. Firstly, the market has not yet been developed and has huge issues related to the limited number of the legal base regulating obligations and responsibilities of e-commerce companies. Thus the word frequency query called "The current stage of the e-commerce development" demonstrated that the state has a significant role in further prosperity of the market. The findings underlined that the companies expect support from the government because at the first glance it can be stated that there is a high competition because still the number of e-commerce companies is not huge having only several numbers of big players such as Arba.uz, Lebazar.uz etc. However, unofficial companies that operate illegally without registering their business; namely having a legal form and public offer. As a consequence, these
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companies have much lower expenditures related to the physical presence of the legal company, tax considerations, daily costs etc. and therefore have a lower price for their product and service. Meanwhile, e-commerce companies that have a legal business conforming with all legal requirements and paying income taxes experience high costs and thus cannot minimize their product and service prices. The companies interviewed cited that their prices are still competitive in comparison with illegal parties. Moreover, it is identified that e-commerce markets in regions are not sufficiently developed being Tashkent the only relatively existing market; whereas, consumers in regions have high consumer buying power and there is a demand for ecommerce. Furthermore, the next query illustrated that the popularity of mass online purchases are related to the development of e-commerce business that is highly linked with prosperity of the banking sector, payment systems, service sectors etc. The main point that was stated by the respondents is that the market requires modification and improvements in the sectors provided above to accelerate ecommerce penetration and development. It is challenging and requires years and years to reach targeted goals for their development but outcomes will definitely have a positive impact not only e-commerce but other sectors as well.
The main existing strengths of the market such as market size, similar consumers purchasing behavior, and high purchasing power indicates that ecommerce has good potential to be developed possessing significant opportunities in the future. However, the major weaknesses of the market such as presence of the gray market, inefficient payment systems, expensive qualified logistics companies, low Internet penetration & speed, no single database of addresses demonstrate serious barriers that decelerates its potentials. Concerning obstacles that are experienced by e-commerce companies, the findings illustrate that the business practitioners have a misunderstanding and confusion about their rights and obligations on the legal basis. Moreover, insufficient number of logistic companies, IT specialists for warehouse management, its synchronization with the corporate website, internal software programs and operations.
The barriers associated with consumer behavior such as fear to be defrauded, trust and instrumental factor (Need for touch); the quantitative research demonstrated that trust is statistically significant and its vice versa for instrumental factor. Meanwhile, this buying behavior has a solid reason generated from a chance to have a bad customer experience from a service of unqualified products and illegal parties that do not bear any liabilities and provide compensation for losses eventually. Meaning that cultural and psychological behavior related with distrust and fear to be
Oriental Renaissance: Innovative, educational, natural and social sciences
SJIF 2023 = 6.131 / ASI Factor = 1.7
defrauded should be the main consideration to minimize for companies to attract new customers and generate sales.
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