226 World Review of Entrepreneurship, Management and Sust. Development, Vol. 15, Nos.

1/2, 2019

Literature review of emerging trends and future

directions of e-commerce in global business
landscape

Sandeep Goyal*
Institute for Competitiveness,
U 24/8, DLF Phase 3, Gurgaon 122 002,
Haryana, India
and
GD Goenka University,
Sohna Road, Gurgaon – 122 103,
Haryana, India
Email: sandy2u@gmail.com
Email: sandeep.goyal@competitiveness.in
*Corresponding author

Bruno S. Sergi
University of Messina,
Messina, Italy
and
Harvard University,
Cambridge, MA 02138, USA
Email: bsergi@fas.harvard.edu
Email: bsergi@unime.it

Mark Esposito
Harvard University,
Division of Continuing Education,
51, Brattle Street Cambridge,
MA, 02138, USA
and
Grenoble Ecole de Management,
12 rue Semard,
38000 Grenoble, France
Email: Markesposito@fas.harvard.edu

Abstract: The global business landscape is undergoing a dynamic

transformation due to the increasing penetration of internet and communication
technologies. This article reviews the e-commerce literature to understand the
emerging trends and future directions, which are shaping the competitive trends
in the global business landscape. The article focuses on the following research
dimensions – e-commerce definition; underlying research themes; theoretical

Copyright © 2019 Inderscience Enterprises Ltd.

Literature review of emerging trends and future directions of e-commerce 227

models and frameworks used to understand e-commerce adoption; and key

challenges faced by the e-commerce providers. The first contribution involves
elaborating the broad perspectives and statistical overview of the selected
articles including the publications summary, research themes, methodology,
and locations. The second contribution involves presenting an integrated view
of e-commerce definitions across five dimensions – information, technology,
buy-sell transactions, monetary transactions and competition. The third
contribution involves highlighting the theoretical models being used to study
patterns of consumer behaviour. The fourth contribution lies in identifying the
key challenges faced by the e-commerce organisations.

Keywords: e-commerce; internet; literature review; e-commerce challenges;

e-commerce definition.

Reference to this paper should be made as follows: Goyal, S., Sergi, B.S.
and Esposito, M. (2019) ‘Literature review of emerging trends and future
directions of e-commerce in global business landscape’, World Review of
Entrepreneurship, Management and Sustainable Development, Vol. 15,
Nos. 1/2, pp.226–255.

Biographical notes: Sandeep Goyal leads the Shared Value Initiative of

Institute for Competitiveness, India. He is responsible for aligning with the
different stakeholders to expand the foot-prints of shared value in India. He
came into this role with over 16 years of experience in the IT industry across
the global product based and IT delivery organisations. He holds Fellow
(EFPM) in Strategic Management (Social Entrepreneurship). He visited Martin
Prosperity Institute (Rotman School of Management, University of Toronto,
Canada) as a Research Scholar during 2013. He has published research papers
and teaching cases across international journals and Ivey Publishing. His
research interests include themes related to business models in emerging
markets, e-commerce, social entrepreneurship, shared value, circular economy
and sustainable development. He takes courses in the areas of strategic
management, international business, business models, and social
entrepreneurship.

Bruno S. Sergi is an Associate of Harvard University Davis Center for Russian

and Eurasian Studies. Besides, he teaches at the Harvard University and is the
Scientific Director of the International Center for Emerging Markets Research
at RUDN University – Moscow. He also teaches at the University of Messina
and has taught at New York University. His area of expertise is the economics
of emerging markets, with emphasis on Eastern Europe and Asia.

Mark Esposito teaches Business Government and Society and Economic

Strategy and Competitiveness at the Harvard University’s Division of
Continuing Education since 2011. He also serves as the Institutes Council
Co-Leader, for the Microeconomics of Competitiveness program (MOC) at the
Institute of Strategy and Competitiveness, at Harvard Business School. Besides
his role at Harvard, he is a Senior Professor at the Grenoble School of
Management and a Visiting Fellow at the Judge Business School, University of
Cambridge as well as a Fellow at the Mohammed Bin Rashid School of
Government in the UAE. He holds a PhD in Business and Economics from the
International School of Management, in a joint program with St. John’s
University in New York.
228 S. Goyal et al.

1 Introduction

The rapid growth, adoption, and penetration of digital landscape comprising the Internet
and mobile technologies is transforming the dynamics of business and competition
globally. The business terms like brick-and-mortar setup, retail stores, regional
competition, local customer segment, and value-chain are replaced by new terms like
online platform, e-stores, global competition, global customer segment and virtual value-
chain. The ongoing digital advancement along with increasing adoption of internet and
mobile technologies is resulting in the creation of global markets where buyers and
sellers undertake transactions of goods and services using the different combinations of
physical and virtual networks for value offering, value creation and value delivery
(Kunesova and Micik, 2015; Lucia-Palacios et al., 2014; Jahongir and Shin, 2014; Hajli
et al., 2014; Chiejina and Soremekun, 2014; Jahanshahi et al., 2013; Bonera, 2011;
Etemad et al., 2010). The use of the electronic platform for taking the customer orders,
receiving and making payments, providing customer service, collecting market
information as well as conducting marketing and promotional activities are collectively
referred to as e-commerce. From a business perspective, e-commerce involves not only
sale and purchase of a product or service but also involves managing the real-time
communication platform and ecosystem for providing pre-purchase information,
post-purchase feedback, and support (Sharma and Lijuan, 2013).
However, e-commerce is still considered to be halfway between inception and growth
phase with huge potential for future growth and adoption globally (Oliviera and Toaldo,
2015). At one end, the continuous evolution of digital technologies is bringing new
dimensions to the business, customer, and competition. At the other end, the majority of
the countries especially the developing and underdeveloped economies are characterised
by lack of basic infrastructure for enabling technology and computer education among
the masses and low level of internet and mobile penetration (Oliviera and Toaldo, 2015;
Alshibly and Chiong, 2015; Sila, 2013; Al-Somali et al., 2011; Kamari and Kamari,
2012; Bordonaba-Juste et al., 2012; Weisberg et al., 2011; Ifinedo, 2011; Yen, 2010; Van
Slyke et al., 2010; Yee-Loong et al., 2009; Boateng et al., 2008; Elbeltagi, 2007; Zhuang
and Lederer, 2003; McKnight and Chervany, 2001).
This article analyses the research literature to understand the past trends and future
directions regarding the role of e-commerce in the global business landscape. The article
attempts to answer the following questions. What is the definition of e-commerce? What
are the underlying research themes? How different theoretical frameworks and models
are being used to understand the e-commerce research themes? What are the key
challenges faced by the e-commerce providers?
The article is organised into the following sections. Section 2 provides an overview
regarding the e-commerce growth and trends. Section 3 describes the methodology and
organising framework being used for selection and coding analysis of the e-commerce
related articles. Section 4 focuses on the broad perspectives and statistical overview of
the selected articles including the publications summary, research themes, methodology
and target locations. Section 5 elaborates the key content of e-commerce literature
including e-commerce definition, theoretical frameworks and models, and challenges
faced by the e-commerce organisations. Section 6 discusses the theoretical, management
and policy-level implications. Section 7 concludes the article.
 Literature review of emerging trends and future directions of e-commerce 229

2 E-commerce overview

According to the ISO/IEC 15944-7:2009 of the International Organization for

Standardization, e-business is defined as a “business transaction, involving the
making of commitments, in a defined collaboration space, among persons using
their IT systems, according to Open-edi standards” (Kunesova and Micik, 2015).
These business transactions are broadly categorised into business-to-business (B2B),
business-to-consumer (B2C), consumer-to-business (C2B) and consumer-to-consumer
(C2C) depending upon the type of buyer and supplier involved.
During 2000–2015, the significance of e-commerce has increased significantly
resulting in dramatic growth and acceptance worldwide.
Regarding value contribution and growth trends, the total world-wide value of B2B
and B2C e-commerce exceeded USD 13 trillion and USD 1.2 trillion respectively in 2013
with the major share held by the USA, the UK, Japan, Germany and China (Table 1). As
an example, the contribution of e-commerce to the revenue of the manufacturing sector in
the USA has increased from 19% in 2002 to more than 50% in 2012 (UNCTAD, 2015).
Globally, Asia-Pacific region has emerged as the major growth market regarding B2C
e-commerce transactions, followed by Europe, North America, Latin America and
Middle-East. USA, UK, and China accounted for 57% of the global B2C e-commerce
sales in 2013. According to the PWC Report (2015), the B2C e-commerce value
distribution comprised Asia-Pacific (USD 567.3 billion), Europe (USD 482.3 billion) and
North America (USD 452.4 billion).
However, there is a huge gap and contrast regarding e-commerce growth and
adoption between the two fast-growing and most populous economies – India and China.
India (USD 10.7 billion) has 3.3% of the B2C e-commerce sales achieved by China
(USD 328.4) in 2013. This gap is attributed to the huge difference regarding internet
penetration among these two economies – China (641 million) versus India (243 million)
in 2014 (PWC Report, 2015). Figures 1 and 2 highlight the internet users and penetration
percentage across the major economies of the world.
Table 1 Global B2C revenues (top ten countries)

B2C Market (year 2013)

Country Online buyers (millions)
Value (USD billion) Percentage of B2B
China 301 18.5 271
USA 263 4.7* 133
Japan 119* 5.3* 55
Germany 52 4.5* 33
UK 144 5.2* 30
Russian Federation 13 14 20
Republic of Korea 22 2.2 19
France 68 12 18
Brazil 14 – 14
Canada 19 11.9 13
Total (top ten) 1,016 8.1 605
Source: UNCTAD (2015) (*represents data for year 2012)
230 S. Goyal et al.

Figure 1 Internet users (millions) (year 2014) (see online version for colours)

Source: PWC Report (2015)

Figure 2 Internet users (%age of population) (year 2014) (see online version for colours)

Source: PWC Report (2015)

The current trends indicate three things. First, B2C e-commerce will grow faster than
B2B e-commerce in the future. Second, the future growth and adoption of e-commerce
will come mainly from the developing economies across Asia and Africa rather than the
developed economies (UNCTAD, 2015). Third, India and China will account for the
majority of the e-commerce growth story thereby gaining a lot of interest, focus, and
attention from the global economies and businesses.

3 Methodology and organising framework

The selection of e-commerce related articles for literature review involved a systematic
and iterative approach to identifying the initial set, analysing the abstract and finalising
the final set for full review and analysis. The process involved in the final selection and
subsequent coding of selected articles is explained below.
 Literature review of emerging trends and future directions of e-commerce 231

3.1 Selecting the articles

The authors referred the ProQuest database for identifying the e-commerce related
articles. This is considered to be the major online database covering the majority of the
peer-reviewed journals in business related disciplines. The authors used the following
keywords for selecting the relevant articles – ‘e-commerce’, ‘electronic commerce’ and
‘online commerce’. The authors restricted the keyword search for the articles published
after 1999 across the peer-reviewed and scholarly journals.
The keywords based search led to an initial selection of 163 articles. The next step
involved reviewing the title, abstract, introduction and conclusion sections of these
articles to understand their relevance and contribution to the e-commerce field. The
articles which did not have meaningful relevance to the e-commerce context or having a
partial reference to the e-commerce context were excluded from the consideration list.
This detailed analysis of relevance to the e-commerce context led to the exclusion of 65
articles, thereby leading to the final list of 98 articles in the scope of this study. Appendix
depicts the categorisation of articles in scope as per their respective journals and
publication year.

3.2 The coding process

The authors created a template to standardise the coding process for all articles. This
helped in analysing the information extracted from all articles and formulating the trends
in the literature. The following main aspects of the selected articles are coded:
• journal details comprising the journal name and year of publication
• article details comprising the research theme, methodology, target location and
keywords
• definition of e-commerce
• theoretical models and frameworks referred by the articles
• challenges faced by the e-commerce providers.
This approach has been adopted to represent not only the research type and its connection
to the existing literature but also the definition and challenges faced by the e-commerce
providers.

4 E-commerce research – broad perspectives

This section focuses on the following broad perspectives of the selected e-commerce
articles – publications summary, research themes, target locations, and methodology. The
main consideration of the authors during the literature review is to understand the
evolutionary perspective of the e-commerce.

4.1 Publications summary

The period-wise summary of the selected e-commerce related articles is shown in
Figure 3. The time periods of 2006–2010 and 2011–2015 reflect a radical increase in
232 S. Goyal et al.

e-commerce publications as compared to 2001–2005. This highlights the gradual increase

in focus and attention given to the e-commerce theme by the researchers. Going by the
current technology and globalisation trends, e-commerce theme will gain further attention
in the coming time-period.

Figure 3 Publications (period-wise) (see online version for colours)

Source: Created by authors

4.2 Research themes

The e-commerce literature has mainly focused on three broad research themes (Figure 4).
The first theme relates to understanding the consumer behaviour, loyalty, and adoption.
The second theme relates to the adoption of e-commerce by SMEs as well as the impact
on their performance. The third theme relates to the theoretical models and frameworks
applicable to e-commerce research. This implies that the key challenge as well as the
opportunity for e-commerce providers lies in understanding the consumer behaviour
towards the adoption of e-commerce as well as increasing the adoption of e-commerce by
SMEs.

4.3 Research methodology

The majority of the selected articles have followed the quantitative methodology
followed by conceptual approach (Figure 5). In fact, there are very few research articles
among the selected ones, which made use of qualitative approach or mixed methods
approach. This trend relates well to the research themes. Since the predominant research
themes evident from the selected articles relate to the consumer behaviour and SMEs
towards the adoption of e-commerce, the primary methodology being adopted is
quantitative.

4.4 Target locations (sampling)

The research articles have mainly focused on studying the locations across Asia and
Europe while undertaking the study (Figure 6). Around 40% of the selected articles have
considered more than one location while selecting the sample for the study.
 Literature review of emerging trends and future directions of e-commerce 233

Figure 4 E-commerce – research themes (see online version for colours)

Source: Created by authors

Figure 5 E-commerce – research methodology (see online version for colours)

Source: Created by authors

Figure 6 E-commerce – geography focus (see online version for colours)

Source: Created by authors

234 S. Goyal et al.

5 The content of e-commerce articles: definition, theoretical models, and

challenges

This section evaluates the content of the selected articles primarily from three
perspectives – definition of e-commerce, theoretical models or frameworks applied in the
articles and challenges faced by the e-commerce providers.

5.1 E-commerce definition

The extant literature (Table 2) posits various definitions of e-commerce. The lack of
common definition is attributed to the business model complexity of e-commerce
business resulting in divergent research themes focused upon by the different researchers.
The definition of e-commerce comprises five dimensions – information sharing, use of
technology, buy-sell transaction, monetary transaction and competition. Regarding
information sharing, e-commerce is defined as electronic capturing, processing, storage,
communication and delivery of information using the information and communication
technologies (Alshibly and Chiong, 2015; Zhang and Okoroafo, 2014; Lucia-Palacios
et al., 2014; Abebe, 2014; Boateng et al., 2008; Gunasekaran et al., 2002).
Regarding use of technology, e-commerce involves communication, delivery and
buy-sell of products, services and information over the computer network including the
internet (Kunesova and Micik, 2015; Kant et al., 2015; Balasoui, 2015; Zhang and
Okoroafo, 2014; Marcelo Torres et al., 2014; Lucia-Palacios et al., 2014; Jahongir and
Shin, 2014; Hajli et al., 2014; Abebe, 2014; Sumanjeet, 2010; Gunasekaran et al., 2002;
Boateng
et al., 2008).
Regarding buy and sell transactions, e-commerce is defined as buying, selling and
trading of goods, services and information online using the electronic and communication
technologies (Kant et al., 2015; Marcelo Torres et al., 2014; Lucia-Palacios et al., 2014;
Jahongir and Shin, 2014; Hajli et al., 2014; Balasoui, 2015; Abebe, 2014; Sumanjeet,
2009; Gunasekaran et al., 2002)
Regarding commercial transactions, e-commerce involves transmitting funds over the
electronic network, primarily the internet (Balasoui, 2015).
Regarding ethics and competition, e-commerce involves the ethical mode of online
commerce as well as the deployment of resources to achieve and maintain the
competitive advantage in virtual markets (Sharma and Lijuan, 2014; Marcelo Torres
et al., 2014).

5.2 Underlying theoretical models and frameworks

Since the 1970s, numerous theoretical models and frameworks have been proposed for
understanding the determinants of acceptance in the use of technology among the
individuals. The review of e-commerce literature highlights the use of many theoretical
models and frameworks for studying the different characteristics of e-commerce like
understanding the drivers for consumer (individual and SMEs) behaviour towards
technology acceptance, the influence of cultural dimensions as well as criteria for
diffusion of innovations across a social system (Table 3).
 Dimension
Table 2

Authors Definition

Monetary
Ethics and

information
competition

transactions

and technology

Communication/
Business processes
Buy/sell transactions
Gunasekaran et al. “...encompasses processes directly and indirectly related to the buying, selling and trading of X X X
(2002) products, services and information via computer networks – including the internet.”
Boateng et al. “...application of information and communications technologies to capture, processes, store, and X X
(2008) communicate business information.”
Sumanjeet (2009) “Electronic commerce (popularly known as e-commerce) is a subset of e-business, is the purchasing, X X
selling, and exchanging of goods and services over computer networks (such as the internet) through
which transactions or terms of sale are performed electronically...”
Jahongir and Shin “In a narrow view, e-commerce is online shopping via internet, but a broader view sees it as more X X
E-commerce definition (type and focus)

(2014) than just buying and selling goods; it includes various processes.”
Hajli et al. (2014) “...involves doing business and carrying out commercial activities through the internet...opens up X X
new channels to communicate with consumers, especially with recent advancements in ICT and the
emergence of social commerce.”
Lucia-Palacios “...transforms a firm into a networked entity with seamless supply chains and value creation X X X
et al. (2014) processes…involves building and managing relationships with customers, suppliers, employees and
partners.”
Marcelo Torres “...e-commerce firm is one that derives part of its revenues from transactions conducted over the X X X
et al. (2014) internet, including all kinds of business models. An e-commerce strategy should focus on how a firm
deploys the resources at its disposal to facilitate the achievement and maintenance of competitive
advantages in virtual markets...”
Sharma and “...involves ethics, which implies consumer’s perception about the practice of the e-commerce web X
Lijuan (2014) sites and virtual worlds.”
Literature review of emerging trends and future directions of e-commerce

Zhang and “…an electronic platform adopted by Chinese SMEs in order to communicate with foreign X X
Okoroafo (2014) distributors and to better serve various needs of customers in that foreign country.”
235

Source: Created by Authors

 236
Dimension
Table 2

Authors Definition

Monetary
Ethics and

information
competition

transactions
S. Goyal et al.

and technology

Communication/
Business processes
Buy/sell transactions

Abebe (2014) “...buying and selling of information, products and services via computer networks...most of the X X X
benefits and business capabilities derived from e-business adoption can be categorized as
communicational/informational functions, business intelligence functions and
transactional/collaborative functions.”
Balasoui (2015) “...buying and selling of goods and services, or the transmitting of funds or data, over an electronic X X X
network, primarily the internet. These business transactions occur either business-to-business,
business-to-consumer, consumer-to-consumer or consumer-to-business. The terms e-commerce and e-
business are often used interchangeably. The term e-tail is also sometimes used in reference to
transactional processes around online retail.”
Kunesova and “...represents hierarchically the highest level of business activity carried out by ICT means.” X
Micik (2015)
E-commerce definition (type and focus) (continued)

Kant et al. “...refers to a wide range of online business activities for products and services...also pertains to any X X
(2015) form of business transaction in which the parties interact electronically rather by physical exchanges
or direct physical contact...usually associated with buying and selling over the internet, or conducting
any transaction involving the transfer of ownership or rights to use goods or services through a
computer-mediated network.”
Lucia-Palacios “...transforms a firm into a networked entity with seamless supply chains and value creation X X X
et al. (2014) processes…involves building and managing relationships with customers, suppliers, employees and
partners.”
Alshibly and “E-government is essentially a form of information systems, which shares similar characteristics with X
Chiong (2015) e-commerce in terms of providing services to or acting as an interactive channel for external users
online (customers and citizens).”
Source: Created by Authors
 Table 3
Reference articles
Theory/model Name Proposed by Description and relevance
(e-commerce literature)
TRA Theory of Fishbein and Ajzen Hsu et al. (2014), TRA proposes that the person’s behavioural intention precedes the actual behaviour
reasoned action (1975) Abebe (2014), Liao et and predicts the use of technology. The behavioural intention comes from a belief
al. (2014), Bonera that performing the behaviour will lead to a specific outcome. Research reflects that
(2011), Teo and Liu two factors including attitude (individual opinion) and subjective norms (social
(2007) pressure) determine the behavioural intention of the person. TRA assumes that a
motivated person can't act without having some control over external environmental
factors which affect the ability to act.
Relevance: The e-commerce usage behaviour is driven by behavioural intention.
Moreover, trust towards ecommerce vendor relates to consumers’ attitude and
intentions while making online purchase.
TAM Technology TAM – Davis (1989), Sharif et al.(2014), TAM is one of the extensions of TRA and replaces many TRA’s attitude measures
(TAM2) acceptance model TAM 2 – Venkatesh Abebe (2014), Hajli with the technology acceptance measures. According to TAM, people need to
and Davis (2000) (2013), Shih and Chen acquire attitude and certain level of behavioural intention for the new technology
Theoretical models and frameworks

(2013), Bonera (2011), before making an effort to use the same. The model suggests that perceived ease of
Jones and Leonard use (PEOU) and perceived usefulness (PU) are good predictors of attitude and
(2007) behavioural intention towards acceptance of technology. The revised version known
as TAM 2 recommends merging of two variables ‘attitude’ and ‘intention to use’ in
a single construct.
Relevance: The technology acceptance measures (PEOU and PU) enables
developing the attitude and behaviour intention towards adoption of e-commerce.
TPB Theory of Ajzen (1991) Al-Debei et al. (2015), TPB is an extension of TRA and proposes that behavioural intention is determined
planned Sharif et al.(2014), not only by attitude and subjective norms, but also by perceived behavioural control
behaviour Abebe (2014), Lin et al. (people’s perception of the ease or difficulty of performing the behaviour of
(2013), Hajli (2013), interest). TPB suggests that even a difficult task can be attempted if the perception
Bonera (2011) of the possibility to succeed is high. The difference between TPB and TAM lie in
the fact that while TPB focuses on external factors, TAM focuses on user’s internal
perceptions.
Relevance: The usage behaviour of consumer is driven by the perception and
influenced by the perceived challenges or benefits regarding e-commerce adoption.
Literature review of emerging trends and future directions of e-commerce

Source: Created by authors

237
 238

Reference articles
Theory/model Name Proposed by Description and relevance Table 3
(e-commerce literature)
UTAUT Unified theory of Venkatesh et al. Bonera (2011) UTAUT is based upon the empirical study of eight existing models pertaining to
acceptance and (2003) information system usage behaviour. This theory proposes that user's behavioural
use of technology intention to use an information system and subsequent user behaviour is driven by
performance expectancy, effort expectancy, social influence, and facilitating
conditions.
Relevance: The e-commerce usage behaviour of consumer is driven by the set of
S. Goyal et al.

conditions linked to performance expectancy, effort expectancy, social influence,

and facilitating conditions.
TTF model Task-technology Goodhue and Shih and Chen (2013) TTF model extends TAM by considering how tasks affect use. TTF holds that users
fit Thompson (1995) choose to use technology that matches the task and is more likely to have a positive
impact on individual performance. This happens irrespective of the user's beliefs
and attitudes towards technology.
Relevance: individuals view technology as a tool for performing tasks. if the
individuals find that the technology can help them perform well, they will perceive
it as useful and important to them.
Hofstede’s Hofstede’s Hofstede (1980, Gupta et al. (2010), Hofstede suggests that people share a collective national character, which shapes
Cultural Index Cultural Index 2001) Gong (2009), Yap et al. individuals’ values, beliefs, assumptions, expectations, attitudes and behaviour. He
(2006) proposes five dimensions along which national cultures vary: power distance,
uncertainty avoidance, individualism vs. collectivism, femininity vs. masculinity,
Theoretical models and frameworks (continued)

and long-term vs. short-term orientation.

Relevance: The cultural dimensions like collectivism and individualism drive the
innovative characteristic of individuals whereas cultural dimension like uncertainty
avoidance determines the individual’s perceived risk and trust associated with
online transactions.
CCM Cultural Hall (1976) Gong (2009) CCM proposes that high-context cultures value collective needs and goals and
classification create ‘‘us-them’’ categories, while low-context cultures value individual needs and
model goals and believe that every individual is unique. Context determines how
individuals and their society seek information and knowledge. The non-verbal and
contextual cues are important in high-context culture.
Relevance: CCM helps the e-commerce providers in designing the online-offline
communication approach for operating in high-context versus low-context
economies.
Source: Created by authors
 Table 3

Reference articles
Theory/model Name Proposed by Description and relevance
(e-commerce literature)
IDT Innovation Rogers (1995) Jahongir and Shin IDT proposes that the main determinants of innovation diffusion include the
diffusion theory (2014), Ghobakhloo following innovation characteristics - relative advantage, compatibility, complexity
et al. (2011), Van Slyke (perceived difficulty of use), trialability (experimentation), and observability
et al. (2010), Gong (visibility of results from innovation). IDT is similar to TAM to a certain extent as
(2009) relative advantage is similar to PU and complexity is similar to PEOU.
Relevance: According to IDT theory, innovation characteristics like relative
advantage, compatibility and complexity are the drivers of the decision to adopt
new technologies like e-commerce.
TOE Technology- Tornatzky and Jahongir and Shin TOE framework proposes that organisation adopts and implements technological
organisation- Fleischer (1990) (2014), Sila (2013), innovation on the basis of three aspects - technological, organisational and
environment Ghobakhloo et al. environmental. The technological context represents the pool of new or
(2011), Scupola (2009) complementary technologies available to the organisation for adoption. The
organisational context represents the internal factors of an organisation leading to
technology adoption and implementation. The environmental context represents the
macro environment including government, competitors, and suppliers.
Relevance: TOE focuses on both internal and external characteristics of an
organisation along with technology characteristics in new technology diffusion like
Theoretical models and frameworks (continued)

ecommerce.
CTT Commitment Morgan and Hunt Elbeltagi and Agag CTT of relationship marketing argues that organisation should focus on building
trust theory (1994) (2016) trust and commitment for ensuring a long-term successful relationship with the
target segment. At one end, this enables the customers to feel valued besides getting
the desired product or service offering. At other end, business gains long-term
customer loyalty and commitment thereby increasing the returns.
Relevance: The focus on building trust and commitment leads to increased customer
satisfaction and repeat purchase behaviour. Trust and commitment influences the
behavioural intention of the customer in adopting internet for making online search
as well as online purchase.
Source: Created by authors
Literature review of emerging trends and future directions of e-commerce
239
240 S. Goyal et al.

Regarding consumer behaviour, the theories or frameworks examining the relationship

between attitude, perception and beliefs of the users in technology adoption as well as
level of trust, commitment and adoption involve theory of reasoned action (TRA)
(Fishbein and Ajzen, 1975), technology acceptance model (TAM) (Davis, 1989), theory
of planned behaviour (TPB) (Ajzen, 1991), unified theory of acceptance and use of
technology (UTAUT) (Venkatesh et al., 2003), task-technology fit model (TTF)
(Goodhue and Thompson, 1995) and commitment-trust theory (CTT) (Morgan and Hunt,
1994). These theories have been used in several empirical studies regarding e-commerce
for explaining the behaviour of users in the context of e-commerce.
Regarding cultural dimensions, the theories or frameworks examining the role and
type of cultural dimensions and communication aspect affecting the consumer orientation
towards e-commerce adoption involve Hofstede’s cultural index (Hofstede, 1980, 2001)
and cultural classification model (CCM) (Hall, 1976).
Regarding innovation and diffusion of technologies like e-commerce, the theories or
frameworks examining the internal, external and technological characteristics of the
organisation in the study of drivers for new technology diffusion involve innovation
diffusion theory (IDT) (Rogers, 1995) and technology-organisation-environment (TOE)
(Tornatzky and Fleischer, 1990).

5.3 Challenges faced by e-commerce providers

The understanding and conceptualisation of challenges being faced by the e-commerce
providers hold significance as an important area of enquiry in the literature review. The
analysis of the e-commerce related research articles brings out the following key
challenges faced by the e-commerce providers – infrastructure (education, technology,
financial, electricity, warehousing, and transport), government policies and regulations,
competition, customer (4As), cognitive, and organisational (Table 4). The majority of
these challenges pertain to the developing and underdeveloped economies especially
across the tier-II and tier-III towns and cities.
The first challenge relates to the infrastructure related challenges faced by the e-
commerce providers. The infrastructure challenges are attributed to the four types of
market imperfections – technology, IT education, financial and other basic setup. The
technology imperfection involves the slow speed of internet, limited connectivity as well
as low internet penetration. The IT education imperfection involves lack of technology
awareness and skills among the masses, especially in the developing economies. The
financial imperfection involves low financial inclusion (access to banking) and lack of
credit card penetration among the majority of the target segment, especially in the
developing economies. The other infrastructure related imperfections involve lack of
reliable basic infrastructure like electricity, warehouses, transportation and roads network
across the developing economies.
The second challenge pertains to the ineffective government policies and regulations
pertaining to online commerce. The regulatory challenges involve lack of clear and
updated policies and framework for the e-commerce providers in terms of fairness of
competition, online customer data security and privacy, consumer rights, domain name
disputes, clarity on taxation and foreign investments, and reliability of payment gateways.
The third challenge is regarding the highly competitive nature of the market driven by
low entry barriers, lack of product or service differentiation, high bargaining power of
buyers, low switching costs for buyers and price based competition.
 Literature review of emerging trends and future directions of e-commerce 241

The fourth challenge is regarding the customer orientation towards e-commerce as

compared to traditional commerce. This challenge is attributed to the four types of
situational factors – lack of awareness, need for accessibility, need for availability (when
required), and price sensitivity. Regarding awareness, customers lack clarity, physical
look-and-feel experience and access to the reliable data sets with respect to the
comparative benefits of offerings by different e-commerce providers. Regarding
accessibility and availability, customers prefer to purchase when needed and expect
prompt delivery to their location without add-on delivery charges. Regarding
affordability, customers are driven by pricing discounts, cash-backs, and other sales
offers.
Table 4 Challenges for e-commerce providers

Challenge Characteristics Articles

Infrastructure Lack of technology
education for the masses;
slow internet speed,
connectivity and lack of
internet penetration; low
credit card penetration
and financial inclusion;
lack of reliable basic
infrastructure like
electricity, warehouses,
transportation and roads
network
Government Unfair competition; lack
policies and of data privacy and
regulations security; lack of
consumer protection for
online purchase; domain
name disputes; taxation
issues; data theft and
unreliable online
payments infrastructure
Competition Discounting competition
and (price based); lack of
internationalis differentiation; declining
ation entry barriers; low
switching costs
Customer Need for aesthetics,
(5As) affordability,
accessibility, availability
and awareness
Source: Created by authors
Alshibly and Chiong (2015); Kunesova and Micik
(2015); Hajli et al.(2014); Chiejina and Soremekun
(2014); Faloye (2014); Al-Somali et al. (2011); Sila
(2013); Kamari and Kamari (2012); Bordonaba-Juste
et al. (2012); Asare et al. (2012); Ahmad and Agrawal
(2012); Ajmal and Yasin (2012); Ifinedo (2011);
Sukumar et al. (2011); Pires et al. (2010); Saravanan
et al. (2007); Stockdale and Standing (2006); Hynes
et al. (2006); Zhang et al. (2005); Kshetri (2008);
Subba Rao et al. (2003); Jennex et al. (2004)
Elbeltagi and Agag (2016); Kim et al. (2016); Lee and
Phang (2015); Alshibly and Chiong (2015); Balasoui
(2015); Kunesova and Micik (2015); Hsu et al. (2014);
Al-Somali et al. (2011); Sila (2013); Kamari and
Kamari (2012); Pires et al. (2010); Sumanjeet (2010);
Kshetri (2008); Roman (2007); Stockdale and Standing
(2006); Hynes et al. (2006); Gunasekaran et al. (2002);
Subba Rao et al. (2003;) Jennex et al. (2004); Haley
(2002); McKnight and Chervany (2001)
Heuer et al. (2015); Lin et al. (2013); Etemad et al.
(2010); Schefter and Reichheld (2000); Lee (2001)
Alshibly and Chiong (2015); Tamimi and Sebastianelli
(2015); Wu and Wu (2015); Chou et al. (2015);
Kanchan and Kumar (2015); Kunesova and Micik
(2015); Al-Debei et al. (2015); Hajli et al. (2014);
Chiejina and Soremekun (2014); Al-Somali et al.
(2011); Lu et al. (2013); Pelet and Papadopoulou
(2012); Kamari and Kamari (2012); Asare et al. (2012);
Ajmal and Yasin (2012); Weisberg et al. (2011);
Ghobakhloo et al. (2011); Yen (2010); Pires et al.
(2010); Elia et al. (2007); Kurata and Bonifield (2007);
Kshetri (2008); Stockdale and Standing (2006); Jennex
et al.(2004)
242 S. Goyal et al.

Table 4 Challenges for e-commerce providers (continued)

Challenge Characteristics Articles

Customer Heterogeneous socio- Kim et al. (2016); Elbeltagi and Agag (2016); Alshibly
(cognitive) cultural context; lack of and Chiong (2015); Wu and Wu (2015); Kant et al.
trust, confidence and (2015); Tamimi and Sebastianelli (2015); Chou et al.
reliability; word of mouth (2015); Kunesova and Micik (2015); Oliviera and
driven; inadequate Toaldo (2015); Al-Debei et al. (2015); Guo et al.
English language and (2014); Hsu et al. (2014); Jahongir and Shin(2014);
computer skills; Hajli et al. (2014); Sharma and Lijuan(2014); Liao et al.
non-willingness to share (2014); Zhu et al. (2014); Kane (2014); Chiejina and
personal details online; Soremekun (2014); Faloye (2014); Zhang and
preference for physical Okoroafo (2014); Lu et al. (2013); Chen et al. (2013);
participation to ensure Lin et al. (2013); Jahanshahi et al. (2013); Kamari and
quality and pricing; free Kamari (2012); Ahmad and Agrawal (2012); Ajmal and
mentality; Lack of Yasin (2012); Weisberg et al. (2011); Ifinedo (2011);
willingness to share Bonera (2011); Hofmann (2011); Sukumar et al.
post-purchase feedback (2011); Pires et al. (2010); Van Slyke et al. (2010);
and ratings Gupta et al. (2010); Olatokun and Kebonye (2010);
Yee-Loong et al. (2009); Gong (2009); Mohd Kassim
and Ismail (2009); Boateng et al. (2008); Elbeltagi
(2007); Kartiwi and MacGregor (2007); Vilaseca-
Requena et al. (2007); Melián-Alzola and Padrón-
Robaina (2007); Collier and Bienstock (2006);
Stockdale and Standing (2006); Kumar and Petersen
(2006); Hynes et al. (2006); Bunker and Yin (2005);
Hoffman and Novak (2000); Kshetri (2008); Lee
(2001); Gunasekaran et al. (2002); Kraemer and
Dedrick (2002); Subba Rao et al. (2003); Jennex et al.
(2004); Haley (2002)
Organisational Inadequate last-mile Kim et al. (2016); Lucia-Palacios et al. (2014); Hajli
channels; need for patient et al. (2014); Faloye (2014); Jahanshahi et al. (2013);
capital over long-term; Ahmad and Agrawal(2012); Ajmal and Yasin (2012);
scarcity of skilled Sukumar et al. (2011); Boateng et al. (2008); Lin et al.
resources; need for (2007); Rickards (2007); Saravanan et al. (2007);
sustainability and Stockdale and Standing(2006); Pandya and Dholakia
performance metrics; (2005); Kshetri (2008); Subba Rao et al. (2003); Jennex
organisational maturity, et al. (2004)
processes and systems
Source: Created by authors
The fifth challenge is regarding the cognitive perception and attitude of the customer
towards e-commerce. This challenge is attributed to the following factors – heterogeneity
(socio-economic and cultural), behavioural attributes, and lack of technology skills.
Regarding heterogeneity, the e-commerce providers need to design their business model
(offerings, value creation and delivery, and value capture – costs and revenues)
considering the heterogeneous socio-economic and cultural context (language, religion,
culture, beliefs, society etc.). The heterogeneity of buyers necessitates the e-commerce
providers to focus on desired segmentation approach and have clarity on the target
segment before implementing the business model. Regarding behavioural attributes, the
customers while moving from offline to online channels lack trust, confidence, and
 Literature review of emerging trends and future directions of e-commerce 243

reliability in terms of making an online purchase without the in-person experience of the
value offering, sharing personal details online, and making online payments. Regarding
technology skills, there exist a significant proportion of the global population that does
not possess adequate English language and computer skills.
The sixth challenge pertains to the inadequacy of last-mile channels and scarcity of
organisational resources including long-term patient capital and skilled manpower. The
inadequacy of public and private setup related to last-mile channels for delivery and
support pose complexities for the e-commerce providers in terms of delivery
commitments, accessibility and cost inflation. Also, e-commerce providers are
constrained by the limited availability of long-term patient capital as well as skilled
manpower having ability and skills to manage the e-commerce business.
The e-commerce organisations need to focus on identifying the strategic choices for
all these challenges in order to become sustainable and gain competitive advantage.
Different research articles have highlighted different challenges as focus areas for the e-
commerce organisations (Figure 7). Around 54% of the articles highlight the need to
focus on cognitive perception and attitude of the customer towards e-commerce
transactions. Then, 23.5% of the articles highlight that e-commerce organisations should
focus on aesthetics, accessibility and availability of the website; affordability of the
online offerings; and building awareness among the customers. Around 19.4% of the
articles highlight the need for effective government policies and regulations towards data
privacy, taxation, the fairness of competition, secured online payment infrastructure etc.
Then 18.4% of the articles emphasise the need for appropriate infrastructure including
internet penetration, digital literacy, financial and credit card inclusion etc. Finally,
14.3% and 3% of the articles emphasise the need to focus on organisational capacity
building and competitive differentiation respectively.

Figure 7 E-commerce challenges – highlighted across articles (see online version for colours)

Source: Created by authors

244 S. Goyal et al.

6 Implications for theory, management, and policy

This study contributes to the field of e-commerce across academic, practitioner and
policy levels.
From an academic perspective, this article reviews the existent literature and brings
out the detailed understanding on key themes like different definitions of e-commerce,
underlying research themes, underlying theoretical frameworks and key challenges faced
by the e-commerce organisations. These findings add value to the existent literature by
providing a consolidated view of the e-commerce related research, which has happened
till date. How the research around e-commerce theme has evolved over a period of time
since 2000? What has been the key focus areas, supporting theoretical frameworks and
underlying research themes? What types of challenges are considered to be important by
the e-commerce organisations? This, we believe has made an important contribution to
enhance and extend our understanding of the key operational challenges across the
following dimensions - infrastructure, government policies and regulations, competition,
the customer (4As), cognitive, and organisational.
From the practitioner perspective, this article provides a consolidated view of the key
challenges, which need focus and strategic actions. There are three broad categories of
challenges. The first category involves macro challenges like lack of proper technology
and banking infrastructure (internet penetration, digital literacy, financial inclusion, credit
card penetration) as well as ineffective government policies and regulations towards data
privacy, taxation, the fairness of competition, secured online payment infrastructure etc.
The second category involves consumer-oriented challenges like the need for aesthetics,
affordability, accessibility, availability, and awareness as well as managing the cognitive
perception and attitude. The third category involves organisational level challenges like
channel coordination and integration, scarcity of skilled resources, need for competitive
differentiation, processes, and systems etc. This implies that e-commerce organisations
should focus on designing and implementing appropriate business models having a mix
of strategic actions to manage these challenges.
Regarding policy perspective, this article recommends the focus and attention of the
global institutions and respective national governments towards design and
implementation of technology, education, and financial infrastructure as well as effective
policies and guidelines with respect to e-commerce transactions. The right mix of policies
and guidelines are required for ensuring fairness of online competition, online customer
data security, and privacy, consumer rights, resolution of domain name disputes, clarity
on taxation and foreign investments.

7 Conclusions

This article is an original contribution to the e-commerce research stream and reflects the
growing significance of e-commerce research as an area of academic enquiry during the
current and in the future. The first contribution lies in elaborating the broad perspectives
and statistical overview of the selected articles including the publications summary,
research themes, methodology, and locations. The second contribution involves
presenting an integrated view of the different e-commerce definitions across five
dimensions – information sharing, use of technology, buy-sell transaction, monetary
transaction and competition. The third contribution involves highlighting the theoretical
 Literature review of emerging trends and future directions of e-commerce 245

models and frameworks, which have been used across the existing research articles to
study the drivers for consumer (individual and business) behaviour towards technology
acceptance, the influence of cultural dimensions as well as criteria for diffusion of
innovations across a social system. The fourth contribution lies in identifying the key
challenges faced by the e-commerce organisations. The challenges are categorised along
infrastructure (education, technology, financial, electricity, warehousing, and transport),
government policies and regulations, competition, the customer (4As), cognitive, and
organisational dimensions. The existent research literature lacks clear documentation of
strategic actions and choices to be adopted for managing these challenges. The first
recommendation involves undertaking the field-based research to identify the strategic
choices to be adopted by the e-commerce organisations for managing the challenges and
environmental complexities effectively. The majority of the research articles have
followed the quantitative methodology for studying the consumer behaviour (individual
and business) towards the adoption of e-commerce. The second recommendation is to
analyse these articles further using the meta-analysis technique to have a better
understanding of moderating variables affecting e-commerce adoption across countries.

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ID Journal name 2000 2001–2005 2006–2010 2011–2016
252

AAR Australian Accounting Review Bunker and Lin (2005)

A-IMRJ ACADEMICIA: An International Kant et al. (2015)
Multidisciplinary Research Journal
Appendix

AJEBA American Journal of Economics and Kanchan and Kumar (2015)

Business Administration
APE Actual Problems of Economics Kunesova and Micik (2015)
BIJ Benchmarking: An International Rickards (2007)
S. Goyal et al.

Journal
BPMJ Business Process Management Journal Subba Rao et al. (2003)
CCM Cross cultural management: an Elbeltagi (2007), Gong
international journal (2009)
Journal-wise listing of articles

CR Competitiveness Review Marcelo Torres et al. (2014)

ECR Electronic Commerce Research Jennex et al. (2004) Sila (2013)
ECRA Electronic Commerce Research and Kshetri (2008) Alshibly and Chiong (2015), Guo et
Applications al. (2014), Heuer et al. (2015), Lee
and Phang (2015)
EJBM European Journal of Business and Kamari and Kamari (2012)
Management
EJIS European Journal of Information Alonso-Mendo et al. Kim et al. (2016), Pelet and
Systems (2009), Lin et al. (2007), Papadopoulou (2012)
Molla et al. (2006)
EJM European Journal of Marketing Doherty and
Ellis-Chadwick (2009)
FSE Forum for Social Economics Pires et al. (2010)
HBR Harvard Business Review Hoffman and Novak
(2000), Schefter and
Reichheld (2000)
IAER International Advances in Economic Vilaseca-Requena et al.
Research (2007)
IBR International Business Research Rahman (2015)
IJBM International Journal of Business and Ahmad and Agrawal (2012)
Management
ID Journal name 2000 2001–2005 2006–2010 2011–2016
IJCM International Journal of Commerce and Asare et al. (2012)
Management
IJEC International journal of electronic McKnight and Chervany
commerce (2001), Zhuang and
Lederer (2003)
IJEF International Journal of Economics and Zhang and Okoroafo (2013
Finance
IJEM International Journal of Emerging Nui Polatoglu (2007)
Markets
IJETS International journal of emerging Olatokun and Kebonye
technologies and society (2010)
IJIMT International Journal of Innovation, Ajmal and Yasin (2012)
Management and Technology
Journal-wise listing of articles (continued)

IJLM International Journal of Law and Sumanjeet (2010)

Management
IJMP Independent Journal of Management & do Reis et al. (2014)
Production
IJOPM International Journal of Operations & Cullen and Webster
Production Management (2007)
IJPE International journal of production Gunasekaran et al.
economics (2002)
IJQRM International Journal of Quality & Melián-Alzola and
Reliability Management Padrón-Robaina (2005)
IMDS Industrial Management & Data Systems Ghobakhloo et al. (2011)
IMM Industrial Marketing Management Haley (2002)
Literature review of emerging trends and future directions of e-commerce
253
 254
ID Journal name 2000 2001–2005 2006–2010 2011–2016
IR Internet Research Lee (2001) Boateng et al. (2008), Bordonaba-Juste et al. (2012), Chen
Yee-Loong et al. (2009), et al. (2013), Chou et al. (2015),
Yen (2010) Elbeltagi and Agag (2016), Hsu
et al. (2014), Ifinedo (2011), Lu et
al. (2013), Lucia-Palacios et al.
(2014), Al-Debei et al. (2015),
Sharma and Lijuan (2014), Tamimi
S. Goyal et al.

and Sebastianelli (2015), Weisberg

et al. (2011), Wu and Wu (2015),
Liao et al. (2014)
ISEM Information Systems and E-Business Elia et al. (2007)
Management
JBE Journal of Business Ethics Roman (2007)
JBIM Journal of Business & Industrial Saffu et al. (2008)
Marketing
JBRMR Journal of Business & Retail Faloye (2014)
Journal-wise listing of articles (continued)

Management Research
JECO Journal of Electronic Commerce in Pandya and Dholakia Jones and Leonard Al-Somali et al. (2011)
Organizations (2005), Zhang et al. (2007), Kartiwi and
(2005) MacGregor (2007)
JECR Journal of Electronic Commerce Chua et al. (2005) Alhorr et al. (2010), Lin et al. (2013)
Research Gupta et al. (2010),
Van Slyke et al. (2010)
JEIM Journal of Enterprise Information Scupola (2009) Hajli et al. (2014)
Management
JGIM Journal of Global Information Yap et al. (2006)
Management
JHRAL The Journal of Human Resource and Murphy and Narkiewicz
Adult Learning (2010)
JIE Journal of International Etemad et al. (2010)
Entrepreneurship
ID Journal name 2000 2001–2005 2006–2010 2011–2016
JISTEM JISTEM-Journal of Information Systems Oliviera and Toaldo (2015)
and Technology Management
JITCAR Journal of Information Technology Zhu et al. (2014)
Case and Application Research
JMM Journal of Marketing and Management Chiejina and Soremekun (2014)
JMTM Journal of Manufacturing Technology Kumar and Petersen
Management (2006)
JRPM Journal of Revenue & Pricing Kurata and Bonifield
Management (2007)
JSBED Journal of Small Business and Stockdale and Standing Jahanshahi et al. (2013), Abebe
Enterprise Development (2006) (2014)
JSIS The Journal of Strategic Information Kraemer and Dedrick
Systems (2002)
MBE Measuring business excellence Mohd Kassim and
Journal-wise listing of articles (continued)

Ismail (2009)
MR-AIJ Management Review: An International Jahongir and Shin (2014)
Journal
MRR Management Research Review Bonera (2011)
Omega Omega Teo and Liu (2007)
QMR Qualitative Market Research: An Liebermann and
International Journal Stashevsky (2002)
REBR Romanian Economic Business Review Balasoui (2015)
SMR Sloan Management Review Collier and Bienstock Kane (2014)
(2006)
TIBR Thunderbird International Business Dubosson-Torbay et al.
Review (2002)
WREMSD World review of entrepreneurship, Hynes et al. (2006), Sukumar et al. (2011), Hofmann
Literature review of emerging trends and future directions of e-commerce

management and sustainable Saravanan et al. (2007) (2011)

development
255