Assignment Sample on BUS7048 E-Commerce in Asia
Chapter 1: Introduction
1.0 Introduction
E-commerce of electronic commerce has become a significant platform through which larger and multinational brands have gauged abundant success by increasing unprecedented market visibility across the globe. This study focuses on a comprehensive analysis of e-commerce growth in Asian countries by incorporating relevant and required evidence in order to allure the core findings or results.
1.1 Background
E-commerce originated for exchanging essential business documents like orders or invoices so that involved suppliers and business customers can attain meaningful insights regarding their financial transactions. Since the era of 1948-49, Telex was used during Berlin Blockade and airlift systems for order preliminary goods whereas, in Asian countries, acquisition of e-commerce portals is undeniable in modern society. From e-banking to unbanked SMEs entailing supply chain functions have started encountering tremendous growth in their businesses through which certain firms have been able to integrate with inclusive marketplaces (unescap.org, 2018). In Malaysia, Lazada, Shopee, eBay, Zalora, Zilingo have been remarked as well-known e-commerce sites whereas, in China and India, Alibaba and Flipkart have changed their current economic infrastructure.
In entire Asia, the e-commerce market has been expected to reach US$1,623,264m by 2021 through which the annual growth rate would be fostered at a CAGR of 6.95%. As a result, predicted market volume would be up to US$2,124,155m by 2025 (statista.com, 2020). Fashion has become the largest retail marketplace that entails a projected market volume of US$429,685m in 2021. From 2014 to 2020, e-commerce market value in Singapore stood at 3 billion U.S dollar whereas the figure reached 4 billion U.S dollars in Malaysia (statista.com, 2020). In Malaysia, 2% of people from the age bracket of 45 to 54 shopped online every day in 2020 whereas people over 55 shopped online less than once a month.
In China, online shopping started with an establishment of the largest Chinese portal Alibaba in urban areas that has been keeping track of continual demands towards online shopping. From 2009 to 2020, approximately 782.41 million people were found purchasing goods online whereas China’ digital buyer penetration rate stood at 57% by 2021 (statista.com, 2021). As a result, China has become accountable for more than 50% of online retail sales across globe by hindering growth in UK, U.S and Germany. Perhaps, the upliftment of online selling and purchasing has been unprecedented in Asian market but several factors have played a vital role in influencing such implementations. This research has been conducted to cover up those factors through which better findings or results can be produced to dealing with online business for larger brands or SMEs in Asian continents
1.2 Rationale
“Inclination of fake products is gradually reducing the trust of e-commerce businesses that often lead consumers and traders to go through and suffer from a complicated e-commerce ecosystem.” (Hossinet al. 2018)
E-commerce has been noted as a potential platform that has leveraged buyers and shoppers both to play major parts in a country’s economic development. On the other hand, e-commerce portals have been also criticised for imposing threats towards consumers and buyers’ confidential data security or integrating with fragile services that tranquillize product reliability. Despite growth of e-commerce channels in Asian region, online retail market has constituted less than 2.5% compared to Europe and North America where online retail market accounts for 6% to 8% (cgtn.com, 2020). Maximum brands or SMEs have considered that Asian e-commerce market is a tough nut to crack due to having local tax rules and enormous language barriers.
Order fulfilment within estimated deadlines, integrating with last-mile delivery process, lack of technical knowledge and required expertise along inconvenient payment processes have been key challenges for Indian e-commerce market (economictimes.indiatimes.com, 2020). In order to revamp brands’ position in market, funding in start-ups has boomed more than $2.3 billion in fourth-quarter in 2016 and the first quarter in 2017. Flipkart, Koubei and Uxin Pai accounted for around 63% of total dollar funding during that period (indiatimes.com, 2017). In terms of law, Alibaba has been badly affected by China’s hard regulations that led Jack Ma to impose conflict of interests with IPO of Ant Group. As a result, Alibaba’s shares felt by 18% whereas selling cheaper products via Wish.com has caused China to face abundant criticism in global market (theatlantic.com, 2018).
This empirical study has been assessed by the researcher for gaining crucial insights in order to suggest commercially viable recommendations to Asian companies through which they can uplift their serviceability. By taking consideration of all such relevant factors, this study has imposed explicit knowledge and experiences that can aid such brands to overcome respective challenges in an outright way.
1.3 Research Aim
The research aims to identify current growth and challenges of the e-commerce market in Asian continents by incorporating authentic information of existing brands in form of supporting evidence.
1.4 Research Objective
- To define the importance of e-commerce market in Asian countries
- To analysis the extent to which e-commerce market has been increased in Asian market
- To determine challenges associated with ecommerce in Asia
- To recommend better solution against the issues faced by Asian brands for dealing with e-commerce platforms
1.5 Research Question
- Why is the e-commerce market important for Asian countries?
- What is the extent to which the e-commerce market has increased in Asian market?
- What are some challenges of e-commerce business in Asia?
- Which strategies can be recommended to overcome such issues by Asian brands?
1.6 Purpose of the research
This research has been conducted to assess an overview of e-commerce in a broader context by aligning supporting evidence through justification has been provided more precisely. This study has signified values and contribution of e-commerce in Asian economy along with addressing key challenges so that better knowledge and experiences can be perceived by future readers.
1.8 Summary
This chapter of the study concludes formation of key objectives and aims to be completed or accomplished by the researcher so that an ultimate knowledge can be produced. Apart from that, this chapter concludes the rationale behind assessing this paper along with robust background knowledge so that data can be evaluated broadly in upcoming chapters.
Chapter 2: Literature Review
2.0 Introduction
In literature review, this research analyses the basic concept of E-commerce in a detailed way. The growth of E-commerce within Asia is further described in this study. This context develops the issues of E-commerce within Asia.
2.2 Concept of E-commerce
E-commerce can be referred to as the action of electronic selling or buying either through the internet or otherwise by the internet service. As per the views of Lin et al. (2019), E-commerce includes various kinds of information technology for conducting its operation such as internet marketing, “electronic funds transfer”, inventory management, and “electronic data interchange”. It has been determined that Dr. Robert Jacobson is the man who first invented the term “E-commerce”.
Business of E-commerce involves various kinds of factors including online retailing via mobile app, voice assistant, live chat, business to consumer, and consumer to consumer sales. On the other hand, it has further been found that Governmental legislation like “Electronic Commerce Act 2000 (c. 17)” and “Information Technology Act 2000 (c. 21)” help in maintaining E-commerce within Asia. It has been claimed by Mitsui (2019), E-commerce is a beneficial factor for countries as it helps the companies in increasing their global business through the online mode by allowing Global trend through it. As a result, it has been found that retail companies of Asia are able to induce their turnover by expanding their selling region on online marketing. It has henceforth been asserted that E-commerce plays a significant role in businesses of Asia for reducing cost, inducing sales growth as well as determining customer segmentation.
2.3 Growth of E-commerce in Asia
It has been found that Asia’s e-commerce revenues were projected to increase by 22.4% in 2020 so that the value can reach USD 1.92 trillion by 2024. Due to prevalence of remote or mobile payments, popularity of online shopping via smartphones has increased in China whereas in same year, Shoppee was the most visited ecommerce website in Singapore (statista.com, 2021). Similarly, Lazada has become “Southeast Asia’s next Amazon” which was sold to Alibaba intending to support this giant e-commerce brand for further proliferation.
2.3.1 Alibaba
Alibaba is China’s largest e-commerce market who seeks to improve their business efficacy and agility in a continual way by constituting broader technological infrastructure and reaching out to merchants directly. Alibaba comprises core commerce; cloud computing, entertainment and digital media through which they have become prestigious in taking abundant innovative initiatives (alibabagroup.com, 2021). Between fiscal year 2010 and fiscal year 2020, annual revenues of Alibaba were recorded worth 509.7 billion Yuan. In terms of key success factors, Alibaba group completely relies upon a monetization model for consolidating their online marketing services which allowed them to gain approximately 779 million annual active buyers (statista.com, 2021). However, Alibaba is quite effective in accommodating scattered customers with equal demands and similar preferences in order to build powerful purchasing groups for selling single products at wholesale prices.
2.3.2 Flipkart
Flipkart has been recognised as India’s leading e-commerce marketplace that encompasses more than 80 million products across 80+ categories. Currently, this e-commerce portal contains over 100 million registered users who account for 10 million daily visits on product pages along with more than 100 sellers and 21 state-of-the-art warehouses (flipkart.com, 2021). In 2020, Flipkart’s revenues were increased by 12% compared to 2019 although this e-commerce portal encountered an additional drop of 18% in same year. In order to uplift and allure its serviceability, Flipkart announced its acquisition with American giant Wal-Mart in 2018 (financialexpress.com, 2020). Based on that, it has been possible to bring Wal-Mart into India with 28 Best Price cash-and-carry wholesale stores offering around 5,000 products and having fulfilment centres in Lucknow and Hyderabad. Collaboration with Wal-Mart has not only brought global opportunity for Flipkart to promote its branding but also allowed them to exaggerate $7.5 billion with 50% year-on-year growth in 2018 (indiatimes.com, 2018). In this way, Flipkart has been able to attain unexpected competitive advantages for sustaining in Indian market for a long term compared to Jabong and Myntra.
Daraz BD is a strong and largest online site in Bangladesh whereas Bikroy.com and Clickbd.com have been significant for fostering C2C business models. Due to being well-known as a South East country, Bangladesh encompassed an e-commerce market with 1,648 million U.S dollar in 2019 (newagebd.net, 2020). It is expected to grow to 2,077 million by 2024 as people out there have found it quite convenient to make monetary and service transactions.
2.4 Influential factors for upliftment of e-commerce in Asian countries
Growing Trend of B2B and B2C opportunities
E-commerce ventures in Asian countries have undergone rapid growth for the past ten to fifteen years. New forms of customer engagement have been shaping the business strategies. According to Kumar and Roy (2021), increasing customer engagement has increased the number of “Business to Consumer” (B2C) business in e-commerce ventures. Due to the 24*7 facilities of online companies, customers have also started to engage into starting “Business to Business” (B2B) facilities under the e-commerce sector. As per the views of Tang and Zhu (2020), China based company Alibaba.com has emerged as Asia’s largest online B2B platform. Alibaba connects manufacturers and suppliers across Asia and the western countries having annual revenue of $71.985B in 2020. Alibaba stands as an example of the growing scope of B2B platforms in the Asian countries with a future approach of global expansion.
Internet Accessibility
Accessibility of the Internet among developed and developing Asian countries acts as an influential factor for e-commerce growth. As observed by Toh (2021), e-commerce businesses grow on the easy accessibility of the Internet and technological services by consumers would pave the way for the rise in e-commerce opportunities within a country. Easy accessibility of the Internet includes faster web browsing, easy downloading facilities and cost-effective service bills provided by companies. According to Rasheed et al. (2019), introduction of easy and cost-effective Internet facilities provided by Reliance JIO in India in 2016 have rapidly increased the accessibility of Internet facilities among Indians. For Instance, JIO Internet services have enabled developing countries such as India to access 4G Internet services at minimum data plans which have increased the growth of B2C companies like Flipkart and Myntra.
Role of Government
Governments in developing countries of Asian region have played an important role in the emergence of e-commerce facilities. As asserted by Mahmood (2018), e-commerce platforms depend on the online facilities and payment security services provided by Government Bureaus. Governments provide facilities to consumers and businesses with robust IT infrastructure ensuring secure online payments and gateways. Educational programmes initiated by Government authorities creates a positive impact in raising awareness of growing business trends among small business companies and helps in growth of e-commerce industries. Reardon et al. (2021) noted that in 2020 the Government of Singapore had proposed a plan of “Retail Industry Transformation Map” (ITM) and “Networked Trade Platform” (NTP) for developing small businesses into adopting e-commerce ventures for expanding their operations. The government initiatives of Singapore helped in boosting productivity, reduced manual operations and increased expansion in the global e-commerce sector. For instance, the government had induced e-commerce training programmes like “Workforce Singapore” (WSG) and “Skills Future Singapore” (SSG) for accommodating their labour and workforce with e-commerce operations.
2.5 Issues of E-commerce in Asia
Distribution and Delivery Infrastructures
E-commerce companies in Asia face serious backlash from consumers due to lack of effective delivery and distribution facilities. According to Koo et al. (2018) consumers rely on faster delivery facilities provided by e-commerce companies especially after making online transactions. Companies failing to provide faster shipping facilities with effective tracking and status of orders, create a negative impact on the consumer’s mind. As per the views of Tang and Zhu (2020), in developing countries like India smaller e-commerce firms fail to adapt to the latest logistics technology which would provide customers with instant tracking facilities of their orders. Customers often had to follow up with shipping facilitators for the delay in deliveries which creates an adverse effect in the functioning of the company.
Low Payment Security
Asian e-commerce companies face hurdles in providing global consumers with reliable payment infrastructures. Anandarajah et al. (2019), noted that due to the poor Internet accessibility in developing Asian countries like India, Thailand, Indonesia and Philippines, consumers often refuse to make online transactions through e-commerce platforms. Online sales in an e-commerce platform significantly increase by the usage of credit cards or “smart cards” in online transactions. E-commerce companies in developing Asian countries like Thailand and Indonesia have poor online transaction facilities for consumers. Hence in order to avoid payment failure, fraudulent payment activities, global consumers refuse to purchase items from smaller Asian e-commerce platforms.
Low Communication Infrastructure
Communication infrastructure in e-commerce platforms plays a significant role in connecting businesses with consumers. According to Lai et al. (2018), poor communication and customer service facilities prevent an ecommerce company from connecting with its customers and satisfy their demands. Smaller e-commerce companies in Asia haven poor customer service facilities which prevent them from connecting with global consumers. Employees and staff are often not well trained and equipped with updated technological facilities that help in customer interaction. This issue obstructs the growth of smaller e-commerce companies from expanding their business among global companies in the e-commerce sector.
2.6 Theoretical Interventions
Theory of Planned Behaviour (TPB)
“Theory of Planned Behaviour” (TPB) refers to the behavioural perceptions and actual behaviour observed among consumers and businesses in a particular market. As asserted by Apau and Koranteng (2019), TPB explains the three main factors such as “attitude”, “subjective norm”, “perceived behaviour control” which influences the “intention” of an individual. Based on the objectives developed in the “intention” the behavioural instinct of an individual or an organisation is being shaped. Application of TPB helps in understanding the behavioural instincts of online consumers in acceptance and preference of a particular online or web services. Principles of TPB can be applied by Web retailers in providing customized services thereby increasing consumer satisfaction and gaining competitive advantage.
Theory of Reasoned Action (TRA)
“Theory of Reasoned Action” (TRA) refers to the relationship between actual behaviours and attitudes determining an individual’s action. As observed by F, TRA states that “behavioural intention” of an individual is determined by two major principles such as “attitude towards behaviour” and “subjective norm.” The combination of “behavioural intention” reflects its actions on the “actual behaviour” of an individual. According to Haris et al. (2017), TRA can be applied by e-commerce companies in practical fields for addressing change in consumer’s behaviour regarding particular services. TRA would help in maintaining supply chains and performing logistics activities as per the rising demand for a particular product. Analysis and evaluation of TRA would help e-commerce companies to manufacture their products as per consumer preferences.
2.7 Literature Gap
This literature is focusing on the development of e-commerce companies in Asian countries. Factors influencing the growth and challenges faced by Asian e-commerce companies have also been addressed. However political and economic factors in individual Asian countries have not been considered which influences the growth and challenges faced by e-commerce companies. Demographic distribution of wealth and income has not been considered as a major factor behind e-commerce growth in Asian countries thereby acting as a limitation for this literature. Additionally, the effect of globalisation policies on e-commerce has not been taken into account for determining the scope of e-businesses which also act as a limitation to this literature. Application of relevant theories like TPB and TRA has been considered, however comparative analysis has not been derived in this literature. Comparative analysis between the two theories would have provided evaluation of both their principles in developing e-commerce companies. The literature consists of gaps in critical analysis and implications of theoretical perspectives.
2.8 Summary
E-commerce companies in Asia have shown significant emergence in the global e-business in the past few years. Concept of e-commerce and its principles of operations have been highlighted in the literature review. Based on the concepts a conceptual framework has been constructed determining the functions and activities of e-commerce businesses. It is followed by factors influencing growth of e-commerce companies in Asia and challenges faced by the companies in their expansion. Relevant theoretical perspectives such as “Theory of Reasoned Action” and “Theory of Planned Behaviour” have been proposed to address the challenges faced by e-commerce companies. Practical application of the theories has been instructed in this chapter which is further supported by practical examples.
Chapter 3: Research Methodology
3.0 Introduction
Research methodology, which defines the entire process or technique of research, helps the researchers in determining the outcome of the research. The research methodology further assists in determining the solutions to the research question as well as achieving the research aim.
3.1 Research Onion
Research onion plays an important role within this research as it aids the researchers in selecting beneficial research methodology for reaching the end of the research effectively. It has been referred to by Quinlan et al. (2019), research onion includes the entire research process in its layer so that it is beneficial for the researchers in identifying the effective research procedures. It has been understood that mono research methods are utilized in this research as secondary data collection has happened. It has been determined that mono research method has helped the researchers in analyzing qualitative data regarding the E-commerce of Asia.
3.2 Research Philosophy
Research philosophy assists the researchers in understanding effective activities for the sake of scrutinizing, collecting, and employing the regarded information of the present topic of research. It has been discussed by Melnikovas (2018), research philosophy is divided into three types positivism, interpretivism, and realism. Interpretivism research philosophy has been utilized in this research for discovering effective data regarding the current topic. It has been obtained that interpretivism research philosophy has provided benefits to the researchers by allowing the analysis of contextual factors which are the most important aspects of qualitative research. It has also been understood that interpretivism research philosophy helps researchers in collecting specific as well as unique data regarding the effectiveness of the E-commerce market in Asia with the help of secondary data collection.
3.3 Research Approach
Research approach includes the detailed planning of the research procedure including data analysis and data collection. It has been derived by Lystbaek (2017), research approach is available in three types: abductive, inductive, and deductive research approach. This research has involved an inductive research approach for gaining an effective result of the research. It has been found that an inductive research approach has assisted researchers by providing an observation of current topics in a detailed way. Apart from that inductive research approach helps researchers in determining generalized ideas for determining solutions for challenges of E-commerce in Asian market.
3.4 Research Design
Research design incorporates the definitive process of data collection as well as data analysis and also facilitates the relevant approaches of these. It has been described by Vissak (2020), a research design of three types exploratory, explanatory, and descriptive. This current research has considered an exploratory research design for conducting this research. It has been obtained that exploratory researchers have been benefited by increasing the uniqueness of the research. Exploratory research design further has assisted the researchers in providing different points of view of a problem regarding the issues faced by Asian brands for dealing with e-commerce platforms.
3.5 Research Strategy
Research strategy helps the researchers in planning, monitoring as well as executing effectively the research process. It has been identified by Daniel et al. (2018), research strategy is classified into “grounded theory, case study, action research, archival research strategy, secondary qualitative method, and case study”. This research has used a secondary qualitative method for determining the growth of E-commerce within the Asian market. It has been depicted that researchers have been able to extract as well as collect evidence for significant and growth of e-commerce within Asian market. Apart from that researchers have been effective in investigating E-commerce activities of different countries of Asia by a secondary qualitative method.
3.6 Data Collection Method
Data collection method is beneficial for research as it helps in understanding the effectiveness of issues as well as determining solutions to these issues of recent topics. It has been established by Ngozwana (2018), primary data collection and secondary data collection are two types of data collection. This research has facilitated secondary data collection for analyzing the factors of E-commerce. It has been found that in secondary data collection, relevant journals and articles are included for analyzing information. It has been found that a secondary data collection method has helped the researchers in identifying the solutions for the issues of E-commerce as well as Asian brands in a detailed way.
3.7 Data Collection Tools and Techniques
Secondary sources have been gathered from books, journals, and articles. Thereby it has been determined that a simple random data collection technique is utilized in this research. Simple random data collection technique has helped the researchers in analyzing every small factor of E-commerce within Asia in a detailed manner. It has further been analyzed that simple random data collection technique assists the researchers in determining advanced knowledge regarding Asian E-commerce activities.
3.8 Sampling Size and Sampling Technique
3.8.1 Inclusion and Exclusion Criteria
| Inclusion Area | Exclusion Area | |
| ● Articles and journals which have been published after 2017 are included in this research.
● Reliable and peer-reviewed journals and articles collected in this research. ● Journals having authentic sources are involved in this research.
|
● Articles and journals which have been released before 2017 are prohibited in this research.
● This research has excluded the journals and articles which are not relevant to this topic. ● Journals which have not authentic sources have not included in this research. |
|
Table 3.1: Inclusion and exclusion criteria
(Source: Created by author)
3.9 Reliability and Validity
Reliability is the procedure by which researchers can use similar instruments multiple times. Additionally, it has been depicted that validity is the factor that recognizes the demands of scientific process within the research. In the current research, articles and journals which have been published after 2017 and use of different analytical tools are considered as reliable. This research has utilized keywords like “E-commerce”, “Asian brands” for gathering information which is defined as validity.
3.10 Ethical Consideration
Ethical consideration is the set of rules and regulations which help this research in maintaining trustworthiness throughout the research. It has been found that ethical consideration has assisted the researchers in reducing biases as well as handling authenticity within this research. “Data Protection Act 2018 (c. 12)” and “Copyright, Designs and Patents Act 1988 (c. 48)” have helped this research in gathering secondary qualitative data as well as managing informational ethics during the time of conducting this research.
3.11 Analysis of Capital Resources
Capital and additional resources are beneficial for this research as these allow the smooth and effective sailing of steps of research for completing the research. It has been mentioned by Lystbaek (2017), capital resources assist in enabling the utilization of advanced tools and techniques for data analysis and collection. Capital investment incorporated with time has further aided the research tacking different steps in an effective way and in inducing productivity.
3.13 Summary
It has been found from the analysis of research methodology that involvement research onion has helped in inducing the quality of secondary data collection. Inclusion of interpretivism research philosophy, abductive research approach, secondary qualitative data collection, and exploratory research design have helped this research in gathering related information from journals and articles. It has thereby been asserted that outcome of this research would be helpful for eradicating the issues of Asian brands and E-commerce.
Chapter 4: Data Analysis and Findings
4.0 Introduction
In data analysis and findings chapter, secondary data collection is analyzed effectively for determining the solutions to the problem of recent topics. Data analysis and findings chapter further helps in determining future scope of the study as well as in inducing quality of the research. Thematic analysis is mentioned in this chapter. This chapter describes the four key themes for obtaining the outcomes of this research effectively. A brief discussion of findings is evaluated in this research.
4.1 Thematic Analysis
In this research, secondary data collection has been utilized for determining the role of E-commerce within Asian companies. This secondary data collection has been analyzed by discussing four distinct themes. It has been recommended by Castleberry and Nolen (2018), thematic analysis is beneficial for secondary qualitative research as it helps in determining positive points of view of this recent research topic. Thereby it has been understood that thematic analysis has helped researchers in determining positive solutions to the issues of Asian brands and E-commerce. Apart from that, it has been found that thematic analysis also is helpful as it allows researchers in making effective and generalized ideas by analyzing relevant theories.
4.1.1 Thematic Table
| Key Themes | Intext | Reference |
| Theme 1: Discussion of the role of E-commerce within Asia | ● Kinda (2019)
● RELIANCE DIGITAL, (2021) ● ALIBABA, (2O21)
|
● Kinda, M.T., (2019). E-commerce as a Potential New Engine for Growth in Asia. International Monetary Fund.
● Reliance Digital, (2021), Official Website. Available at https://www.reliancedigital.in/ [Accessed on 12 May 2021]. ● alibabagroup.com, (2021).About Us. Available at:https://www.alibabagroup.com/en/about/overview [Accessed on: 12th May, 2021]
|
| Theme 2: Factors that influencing E-commerce within Asia | ● Chen (2017)
● Fatonah et al. (2018) |
● Chen, L., (2017). Developing Asia in the Era of Cross-border E-commerce.
● Fatonah, S., Yulandari, A. and Wibowo, F.W., (2018), December. A review of e-payment system in e-commerce. In Journal of Physics: Conference Series (Vol. 1140, No. 1, p. 012033). IOP Publishing. |
| Theme 3: Issues of E-commerce within Asia | ● Babenko et al. (2019)
● FLIPKART, (2021) |
● Babenko, V., Kulczyk, Z., Perevosova, I., Syniavska, O. and Davydova, O., (2019). Factors of the development of international e-commerce under the conditions of globalization. In SHS Web of Conferences (Vol. 65, p. 04016). EDP Sciences.
● Flipkart, (2021), Official website. Available at https://www.flipkart.com/?ef_id=eb5923c124e01e7263274362876fef9a:G:s&s_kwcid=AL!739!10!76003876838573!76003887545054&semcmpid=sem_F1167BY7_Brand_adcenter [Accessed on 14 May 2021]. |
| Theme 4: Application of strategies guides to addresses issues of E-commerce | ● Tolstoy et al. (2021)
● ALIBABA, (2O21) |
● Tolstoy, D., Nordman, E.R., Hånell, S.M. and Özbek, N., (2021). The development of international e-commerce in retail SMEs: An effectuation perspective. Journal of World Business, 56(3), p.101165.
● alibabagroup.com, (2021).About Us. Available at:https://www.alibabagroup.com/en/about/overview [Accessed on: 12th May, 2021] |
Table 4.1 Thematic sources
4.1.2 Key Themes
4.1.2.1 Theme 1: Discussion of the role of E-commerce within Asia
E-commerce plays a considerable role within Asian retailing companies. It has been developed by Kinda (2019), E-commerce helps businesses of Asia in an excessive amount by providing low cost, a wider range consumer base, and 24×7 open business. Thereby it has been understood that retailing companies of Asia have been able to increase their global position as well as sales growth by utilizing E-commerce. It has been determined that E-commerce can be able to reduce the cost by removing physical infrastructure of store cost as well as cost of staff. As a result, it has been understood that companies like Reliance retail have reduced their cost by 30% by involving E-commerce (RELIANCE DIGITAL, 2021). It has henceforth been found that Asian companies are able to produce cost-effective products as well as launching innovative products involving E-commerce.
A wider range of consumer base is essential for any business for inducing customer value. It has further been asserted that a wider range of consumer base is effective for the Asian business in inducing their brand value as well as their customer satisfaction level. E-commerce allows the companies such as Alibaba in Shopee in Singapore and Flipkart in India to interact with consumers of different regions and thereby they can understand the customer preferences effectively. It has further been analyzed that E-commerce enables the companies in opening their online business 24×7 so that companies of Asia can be able to provide customer service throughout the day. Consequently, their sales growth, as well as customer satisfaction rate, increases effectively. It has been found that Alibaba has been able to induce their sales growth by 40% for E-commerce (ALIBABA, 2O21). It has henceforth been derived that E-commerce is effective for expanding the business of Asian retailing companies.
4.1.2.2 Theme 2: Factors that influencing E-commerce within Asia
E-commerce considers different factors like “Business to Business (B2B)” and “Business to Consumer (B2C)” opportunities and internet accessibility for developing within Asia. As inferred from the study by Chen (2017), the factors of E-commerce have helped companies in inducing their sales and revenue growth as well as gaining a high amount of consumers. By providing B2B opportunities, E-commerce assets involve different organizations as the consumers and thereby companies like Flipkart have successfully induced their brand value and reputation in the global position. Apart from that, it has also been found that B2B business opportunities enable a company to collect innovative resources at a low cost so that they can launch innovative products on a rapid basis. Besides that, B2C opportunities of E-commerce provides the self and automated service to the consumers. Consequently, it has been clarified that a high amount of customer satisfaction rate develops within companies of Asia due to the impact of E-commerce.
The Internet accessibility factor of E-commerce is the vital factor as it develops E-commerce. It has been determined by Fatonah et al. (2018), internet accessibility is essential for E-commerce as it provides access to E-commerce. Companies need to develop an easily accessible internet as well as a web browser for E-commerce. It has been understood that introduction of Reliance JIO has increased the rate of E-commerce involvement within the companies of Asia. It has henceforth been determined that factors of E-commerce are responsible in a high amount for developing E-commerce within Asia.
4.1.2.3 Theme 3: Issues of E-commerce within Asia
E-commerce has been facing several kinds of major issues within Asia including low payment security, low communication with consumers as well as inadequate delivery and distribution infrastructure. It has been observed by Mitsui (2019), low payment security can occur in E-commerce within Asian countries due to unreliable payment infrastructure. It has been found that as an effect of weak internet access as well as a poor privacy system, consumers refuse to pay their payment through online transactions. Apart from that, it has been evaluated that low communication with the consumers develops within Asian companies for involving E-commerce. It has been analyzed that as E-commerce is an online platform, thereby companies are not able to face-to-face communication with their consumers. As a result, companies fail to determine the preferences of consumers as well as feedback from customers. Consequently, Asian companies like Flipkart and Reliance often decrease their consumer satisfaction rate followed by sales growth. It has been revealed that Flipkart has reduced its sales growth by 20% for this problem (FLIPKART, 2021). It has henceforth been understood that this issue needs to be resolved on an urgent basis.
In Asian companies, it has been obtained that inadequate delivery and distribution infrastructure also have become the vital issue of E-commerce. It has been depicted that as E-commerce deals with consumers of different countries, thereby Asian companies have involved delivery and distribution organizations for delivering the products. As an effect, delay in delivery, charging extra service charge as well as mishandling the products happen. Consequently customer satisfaction rate decreases within the companies of Asia in a high amount. It has thereby been asserted that these issues of E-commerce are required to be mitigated immediately for maintaining business growth within companies.
4.1.2.4 Theme 4: Application of strategies guides to address issues of E-commerce
The major issues of E-commerce can be eradicated by implementing effective approaches. It has been suggested by Tolstoy et al. (2021), identification of strategies is essential as it helps by enabling smooth work conduction within a business. It has been determined that issues regarding low payment infrastructure can be prevented by utilizing effective privacy procedures for their online transaction. It has further been asserted that companies of Asia like Alibaba and Reliance would be able to resolve this problem by involving the advancement of technologies like UPI for securing their payment of consumers.
Low communication levels between consumers and companies would be reduced by developing feedback forms as well as official e-mail ids for consumers. It has been understood that by implementing this idea, Asian companies are able to communicate with their consumers as well as able to determine the preferences and demands of consumers. It has been realized that Alibaba has increased its customer satisfaction rate by around 45% by adopting this approach (ALIBABA, 2021). Thereby it is the most effective solution to this major challenge. It has been depicted that Asian companies would be benefited by resolving the problem of low quality of delivery and distribution infrastructure by involving an effective supply chain for distribution.
4.2 Findings and Discussion
From the analysis of four themes, it has been found that E-commerce is a beneficial factor for the Asian companies. It helps in increasing their business region as well as their brand position in the global market. It has further been determined that E-commerce involves a low amount of cost which helps retail Companies of Philippines, India, and China in launching innovative products. As a result, it has been understood that consumers are attracted to their innovativeness. Apart from that, it has been realized that launching cost-effective products often create an interest among consumers of Worldwide. Thereby it has been depicted that Asian companies can be able to induce their customer value as well as targeting customer audience by involving E-commerce. Besides that, it has been analyzed that providing a wide range of customer base is the essential factor for companies of Asia as it allows them to spread their business throughout the world. It has been found that Flipkart has spread its business throughout the 10 countries due to the impact of E-commerce (FLIPKART, 2021). It has further been analyzed that Asian companies are able to provide 24×7 services to consumers for E-commerce. As a result, Asian companies are benefited by inducing their customer satisfaction rate as well as their annual turnover.
From the discussion of factors that influence E-commerce, it has been obtained that these are vital as it allows smooth operation of E-commerce within the companies. As inferred from the study by Babenko et al. (2019), B2B and B2C opportunities can help both the companies and their consumers. It has been found that by introducing B2B opportunities, Asian companies are able to induce their global position as well as gain high quality of resources at a low amount of cost. On the flip side, it has been found that consumers are benefited by gaining freedom in buying as E-commerce allows self and automated service. It has thereby been asserted that B2B and B2C opportunities influence effectively in the development of E-commerce within Asian companies. Except for them, it has been evaluated that internet accessibility also is the major factor for influencing E-commerce. It has been depicted that in recent times internet is an easily accessible factor for people so that it brings E-commerce for gaining business benefits within Asian companies.
From the findings of issues of E-commerce within Asian companies, it has been found that low quality of payment infrastructure often happens due to lack of privacy within the E-commerce. Thereby it has been clarified that due to this problem, Asian companies have been facing a huge amount of financial loss and decrement in customer satisfaction level. It has further been depicted that low communication levels within consumers and companies often develop a conflict with companies and consumers and thereby sales growth of companies decreases. Delivery and distribution issues of E-commerce are also a major issue and it also develops consumer disagreement with companies.
In the part of analysis of strategies for mitigating issues, it has been analyzed that effective approaches are required to implement for resolving these vital issues. It has been found that effective payment infrastructure can be developed by utilizing advanced technologies as well as increasing the privacy of the company. Additionally, a low level of communication can be improved by creating a feedback form. The delivery and distribution regarding issues can be mitigated by involving a long chain of supply chains.
4.3 Summary
From the above discussions, it has been determined that E-commerce is beneficial for Asian companies. It has been found that it assists companies in reducing cost, inducing consumers, and allowing expedition of business. It has further been evaluated that internet accessibility and B2B and B2C opportunities are the considering factors that help in developing E-commerce within Asian Companies. It has also been concluded that E-commerce has been facing issues regarding the low level of communication, low quality of payment infrastructure, and delivery and distribution. It has been found that these issues often decrease customer satisfaction rate, customer value, and sales growth. However, it has been summarised from this chapter that implementation of effective approaches can be able to prevent these vital issues of E-commerce within Asian Companies.
Chapter 5: Conclusions and Recommendations
5.0 Conclusion
In recent years e-commerce companies based in Asian countries have shown significant growth in the global e-business ventures. Chapter 1 had focused on serving the aims and objectives of this research and developed a framework for conducting the findings and analysis. Chapter 2 of this study focuses on the growth and operations of two major e-commerce companies such as Alibaba and Flipkart. Comparative analysis of these two companies has been highlighted with relevant statistical data and company analysis. It is followed by constructing a Conceptual framework by consulting the concepts of e-commerce business. Additionally, factors influencing growth and challenges faced by Asian e-commerce companies have also been highlighted. Relevant theoretical concepts have been aligned with challenges faced by e-commerce companies and suggestive recommendations have been proposed.
Chapter 3 consists of deriving an appropriate research methodology for this study where Interpretivism research philosophy has been adopted. Apart from that an Inductive research approach has been chosen and exploratory research design has been proposed. In the data collection method under Chapter 3, secondary data has been collected for this research. Relevant journal articles and books have been consulted in constructing ethical construction and reliability required for e-commerce businesses.
Chapter 4 highlights the findings from the analytical data derived in the previous studies. Thematic Analysis and a Thematic Table have been constructed for performing analysis of data. Four different key themes are being taken into account under thematic analysis. Theme 1 and Theme 2 states the role and importance of e-commerce in Asia and factors influencing the functioning of e-commerce businesses. Theme 3 and Theme 4 explains the issues faced by Asian e-commerce businesses and possible solutions for mitigating the challenges have been addressed. Critical evaluation has been performed from the findings and discussion regarding future development and expansion of Asian e-commerce companies in global business has been suggested.
5.1 Linking with Objectives
5.1.1 Objective 1
The objective of determining the importance of the e-commerce market in Asian countries has been highlighted in this research. This objective has been interlinked with literature review as well as information gathered. Development of the e-commerce market in Asia has been explained in Chapter 1 through analysis of e-commerce companies Alibaba and Flipkart. Additionally, it has been interpreted through data analysis and Thematic Analysis of Chapter 4. Theme 1 stating the discussion and role of e-commerce companies in Asia are satisfying in explaining this objective.
5.1.2 Objective 2
The objective of analysing the extent of e-commerce growth in Asian countries has been addressed in this research. This objective has been aligned with Literature review and relevant information has been collected to satisfy the objective. Growth of e-commerce companies in Asia has been covered in Chapter 1 and Chapter 2 with practical examples of e-commerce companies based in China, India, Singapore and South Korea. It is further being supported by analytical data in Chapter 4 under Thematic Analysis. Theme 2 explaining the factors influencing the growth of e-commerce in Asia covers the topic under this objective.
5.1.3 Objective 3
The objective of determining the challenges faced by Asian e-commerce companies has been covered in this research. This objective has been explained with Literature review and is supported by practical examples of companies. Challenges faced by e-commerce companies have been addressed in Chapter 2 and theoretical perspectives have been proposed for mitigating these challenges. Additionally, under Thematic Analysis of Chapter 4, effects of these challenges have been supported by analytical data. Theme 3 stating the issues of e-commerce within Asia have focused on the limitations and challenges of Asian e-commerce companies.
5.1.4 Objective 4
The objective of recommending better solutions for Asian e-commerce companies in mitigating challenges has been suggested in this research. This objective has been satisfied in the Literature review section and is supported by possible solutions through data analysis. Recommendations for improving functions of Asian e-commerce companies have been covered in Chapter 3 and Chapter 4 through appropriate research methodology. Theme 4 under Thematic Analysis of Chapter 4 provides guidelines and strategies in addressing issues faced by Asian e-commerce companies.
5.2 Recommendation
Recommendations in developing the functions of Asian e-commerce companies have been proposed in this research. For reaching global consumers and expansion of trade outside Asia, e-commerce companies are recommended to perform intensive social media marketing through popular social media platforms. Social media marketing developed on the basis of regional choices and preferences of consumers across the world would help in gaining popularity of the Asian e-commerce companies. Additionally, effective customer service initiatives need to be organised by Asian e-commerce platforms. Staff and employees are required to be provided with global updates related to e-commerce industries for better interaction of customers. Secure payment services and faster shipping facilities would help increase consumer preference for Asian e-commerce companies. Stable internet facilities and user-friendly website integration would increase consumer satisfaction and help in increase in productivity. Asian e-commerce companies are recommended to derive comparative analysis between their plans and strategies adopted by global e-commerce leaders like Amazon and eBay. Critical evaluation would help in planning their manufacturing and distribution strategies accordingly.
5.3 Limitation of the Research
This research poses limitations in understanding the Theoretical perspectives under Literature review section in addressing the challenges faced by e-commerce companies in Asia. Comparative analysis of the two theories TPB and TRA have not been provided in this research which acts as a limitation in adopting the best principles among the two theories. Data analysis of smaller Asian e-commerce companies has also not been presented which prevents them from understanding their significant growth. Under research methodology, lack of primary data and individual surveys in any specific region of country in Asia acts as a limitation in understanding the user involvement in e-commerce businesses. Additionally, an approximate budget required for organising marketing strategies and supply chain management of e-commerce companies have not been proposed. This acts as an obstruction in understanding the budget required for developing e-commerce strategies.
5.4 Future Scope
The scope of growth of e-commerce business in Asian countries has chances of increasing in the current COVID-19 situation and in the post pandemic world. In the current pandemic era when businesses are shifting towards complete online functioning, rising e-commerce companies in developing countries in Asia have a future scope of expanding their business. Smaller e-commerce companies in India, Singapore and Indonesia have chances of collaborating with bigger e-commerce companies like Amazon distributing their products within local areas and regions of Asia. Rapid increase in Internet consumption and use of e-commerce in the pandemic situation would help in expansion of Asian e-commerce companies in the global sector by adopting sustainable and cost-effective policies.
Reflective account
Strengths obtained from this research
I have conducted research on e-commerce businesses in Asia by analysing their growth and development over the years. This research has helped me by providing an idea about the major e-commerce companies like Alibaba in China, Shopee in Singapore, and Flipkart in India and their operations. I consider the development of my critical thinking abilities as a major strength while conducting this research. Previously I was not accustomed to consulting scholarly articles and journals which had shown significant improvement after I had started preparing my research report. I have performed Descriptive research through literature review and secondary data analysis which has helped me to gain a deeper understanding on this topic. Adopting Thematic Analysis had helped me in linking my research findings and analysis with my proposed objectives thereby acting as strength. I had also been able to develop suggestive recommendations for mitigating challenges faced by e-commerce companies which had improved my analytical and management abilities.
Limitations faced during the research
During my research study on e-commerce businesses in Asia I faced certain limitations while performing my study. Lack of primary data has resulted in facing limitations while determining the approximate involvement of consumers in e-commerce businesses across Asia. This has obstructed me from determining the customer preference in any particular country in Asia and how it can be addressed by e-commerce companies. Implementation of exploratory research strategy has provided me with qualitative data. I have been unable to interpret my analysis in an inclusive way and have resulted in providing a biased analysis. Consulting Inductive research approach had obstructed me from understanding broader scope in expanding the business of Asian e-commerce companies. Single observations and inferences drawn from specific company case studies have acted as a limitation in analysing the overall performance of Asian e-commerce companies. Application of Interpretivism research philosophy has resulted in time consumption during data collection. I have faced limitations in performing data analysis as it is comparatively complex and unclear patterns, which have been derived from this research approach.
Keys Concepts determining functioning of Asian E-commerce companies
I have developed an understanding on the key concepts determining the functions of Asian e-commerce companies through my research. Asian e-commerce companies develop their operations according to the rising demand of “Business to Business (B2B)” and “Business to Consumers” (B2C) in individual regions and countries in Asia. Emergence of B2B in China has facilitated the growth of e-commerce companies like Alibaba.com. Similarly rising demand for B2C in India and Singapore has provided opportunities for growth of e-commerce companies like Flipkart and Shopee. Government Initiatives in Singapore have developed trade facilities for e-commerce companies and have helped in expansions of companies like Shopee in the global e-commerce sector. I have understood that e-commerce companies face challenges in logistics, supply chain management and online transaction facilities. Integrating user friendly websites and secured online payment gateway helps in determining smooth functioning of e-commerce businesses.
Asian e-commerce companies would be required to provide faster overseas shipping facilities to global companies and develop better customer services to ensure maximum consumer satisfaction. I have analysed that transparency in business performance helps in the growth of e-commerce companies. Asian e-commerce companies can achieve transparency by application of “middleware” that would help in distributing a computing environment. From my research, I have identified that in developing Asian countries like India, Indonesia and Philippines there is a considerable lack in Internet and technological services. Asian e-commerce companies would need to understand the demographic distribution of income and facilities and provide easy accessibility of items by opening retail outlets and educating consumers in accepting e-commerce facilities in future.
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