Study on Consumers’ Choice Game Between Live Streaming

E-commerce and Shelf E-commerce

Tianyang Zheng

School of International Business, Southwestern University of Finance and Economics, Chengdu, Sichuan, 611130, China

Keywords: Live Streaming E-commerce, Shelf E-commerce, Consumer Behavior, Digital Retail, E-commerce Strategy.

Abstract: With the rapid advancement of digital technology, e-commerce has become a dominant force in the global

retail industry. Among various models, live streaming e-commerce and shelf e-commerce have emerged as

predominant paradigms, each offering unique advantages and challenges. This study explores consumer

preferences between these two models, analyzing factors influencing decision-making and business strategies.

A comparative case study between Taobao Live and Amazon highlights the operational differences. These

structural distinctions generate divergent consumer behavior patterns: live streaming e-commerce fosters real-

time interaction, trust, and impulse buying, whereas shelf e-commerce emphasizes structured browsing,

product comparison, and convenience. The analysis identifies key issues such as misinformation and

deceptive marketing in live streaming, decision fatigue, and inauthentic product evaluations in shelf e-

commerce. Furthermore, logistical inefficiencies and data privacy concerns are common challenges in both

models. To address these issues, this study suggests strengthening regulations and transparency in live

streaming, optimizing AI-driven recommendations in shelf e-commerce, improving supply chain

management, and enhancing data privacy protections. These measures aim to create a more trustworthy and

consumer-friendly e-commerce environment. This research provides valuable insights for businesses to refine

marketing strategies, enhance consumer engagement, and optimize profitability. Additionally, it contributes

to consumer protection and policy development, ensuring a fair and sustainable digital marketplace.

1 INTRODUCTION

1.1 Research Background

As digital technology advances and the internet

becomes more prevalent in people’s lives, e-

commerce has emerged as a major trend in global

retail marketplaces. Global e-commerce sales in 2021

were $5.2 trillion, and by 2025, they are expected to

surpass $7.4 trillion, according to research by

eMarketer (eMarketer, 2021). Shelf e-commerce and

live e-commerce are currently the most popular forms

of e-commerce. They both impact business operations

as well as consumer behavior. Live streaming e-

commerce allows businesses to communicate with

customers directly via video platforms such as

Douyin and YouTube, combining online interaction

with product sales. Shelf e-commerce is the

traditional retailing model of the typical app browsing

page. Consumers browse product catalogs on online

https://orcid.org/0009-0009-0293-4396

platforms such as Alibaba and Amazon without

directly engaging immediately.

The significance of consumer choice between the

two models is that they have their own set of

advantages and disadvantages. Live streaming e-

commerce is urgent and trustworthy through real-

time communication and influencer endorsement,

with higher conversion rates (Zhao, Yang &

Zhao,2024). Shelf e-commerce, however, is

convenient and product specification-abundant,

allowing consumers to make rational purchase

decisions through reviews and specs. An

understanding of consumer choice determinants

among the two models has extensive business and

social connotations. Businesses can optimize

advertising, enhance user engagement, and optimize

profitability. In addition, insights from this research

can enlighten policymakers and industry regulators to

create guidelines for ethical and transparent online

purchasing practices.

Zheng, T.

Study on Consumers’ Choice Game Between Live Streaming E- commerce and Shelf E-commerce.

DOI: 10.5220/0013803700004708

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Innovations in Applied Mathematics, Physics, and Astronomy (IAMPA 2025), pages 12-19

ISBN: 978-989-758-774-0

1.2 Literature Review

Certain studies have explored the coordination

between live streaming and shelf e-commerce,

featuring consumer behavior, marketing strategies,

and technological advancement. Xu et al. found that

live streaming e-commerce elevates consumer

confidence and purchasing behavior due to instant

interaction between the host and consumer (Xu, Wu

& Li, 2020). The study focuses on the significance of

trust in sales triggering as live streamers can verify

the product, answer queries from consumers in real

time, and create a sense of urgency among their

viewers by offering limited-time promotions. Huang

& Suo were concerned with the psychological impact

of live streaming e-commerce and mentioned how

consumers make spontaneous purchases due to social

influence by live streamers and peer-to-peer

connections through comments (Huang & Suo, 2021).

The study further revealed that emotional attachment

plays a significant role in shaping consumer decisions,

as live streaming interactive elements improve the

purchasing experience. Tan examined the

effectiveness of shelf e-commerce in providing

detailed product information, allowing consumers to

compare alternatives before purchasing (Tan, 2022).

The study shows that shelf e-commerce is used for

analytical buyers who have a preference for product

attributes, price comparisons, and reviews compared

to impulse buying. Necula & Păvăloaia studied the

use of artificial intelligence (AI) in improving

consumer experience through live streaming and

shelf e-commerce (Necula& Păvăloaia, 2023). The

study revealed that AI-based recommendation

systems improve the efficiency of consumer choice-

making through similar product recommendations

based on browsing history and purchase behavior.

Chen & Yang analyzed the influence of influencer

marketing on live streaming e-commerce,

demonstrating that celebrity influencers significantly

impact product sales and brand awareness (Chen &

Yang, 2023). The study emphasized the use of

influencer credibility and audience engagement in

determining the success of live streaming campaigns.

These studies are helpful in analyzing consumer

behavior and marketing strategies in both e-

commerce platforms. However, previous studies only

focused on the individual elements of live streaming

or shelf e-commerce without an investigation into

how consumers compare the two models.

1.3 Research Gap

Most academics have been intent on studying either

live streaming e-commerce or shelf e-commerce

individually, with fewer comparative studies into

consumer preference for the two models. While some

past studies have dealt with trust and impulse buying

on live streaming e-commerce, to the best of our

knowledge, they have not compared how this affects

consumer choice versus shelf e-commerce. Some

other studies on shelf e-commerce predominantly

dealt with rational choice and do not have a

comparative discussion on how it fares relative to live

streaming e-commerce on consumer attraction. Apart

from the role of e-commerce technological

innovations, such as AI-based recommendations and

interactions, on consumer preferences, no research

has addressed these questions. They are required by

businesses to develop comprehensive e-commerce

strategies that will cater to different types of

consumers. Therefore, this study attempts to bridge

such gaps by analyzing the motivations of consumer

choice between shelf e-commerce and live streaming.

1.4 Research Framework

To complement the identified gap in research, the

current research takes a systematic approach:

Firstly, this study explores consumer preference

for live streaming e-commerce on the grounds of trust,

impulse purchase behavior, and social interaction.

Second, this study examines the advantages of

shelf e-commerce in rational choice-making,

availability of information, and price comparison.

Third, a comparative analysis is conducted to

determine how consumers weigh the benefits and

drawbacks of each model by product category,

shopping motivation, and technology effect.

Finally, the study provides strategic suggestions

to firms to optimize their e-commerce models in line

with customer choice.

According to this study design, the study aims to

develop a comprehensive understanding of shelf e-

commerce and live streaming competition dynamics,

offering value for entrepreneurs, policymakers, and

researchers.

2 CASE DESCRIPTION

2.1 Overview of Live Streaming and

Shelf E-commerce

Live streaming e-commerce and shelf e-commerce

have been widely favored worldwide in the digital

economy, both of which offer customers exclusive

experiences. Live streaming e-commerce is video

broadcasting and internet shopping through which

Study on Consumers’ Choice Game Between Live Streaming E- commerce and Shelf E-commerce

customers can converse with hosts in real time. This

model has enjoyed phenomenal success in China,

where Taobao Live and Douyin (the Chinese version

of TikTok) have revolutionized consumer

engagement. According to a study by iResearch,

China’s live streaming e-commerce industry was

approximately ¥3.5 trillion ($540 billion) in 2023 and

accounted for close to 20% of the country’s total e-

commerce sales (iResearch, 2023).

Conversely, shelf e-commerce is a traditional

online shopping experience whereby consumers

browse static lists of products on websites such as

Amazon, JD.com, and Alibaba. Shelf e-commerce

relies primarily on search algorithms, product

recommendations, and consumer reviews to succeed.

As convenient and wide product selection as this

mode provides, it is less interactive and engaging than

live streaming e-commerce. Despite such

dissimilarity, both sites are developed as reactions to

changing shopper behaviors and have spawned cross-

platform hybrids blending live streaming and

classical web shopping websites.

2.2 Case Study: Taobao Live vs.

Amazon

2.2.1 Taobao Live: Pioneering Live

Streaming E-commerce

Taobao Live, which Alibaba launched in 2016, has

been the trendsetter in live streaming e-commerce.

Brands and celebrities on the site can live-stream

product events, present instant questions from buyers,

and unveil exclusive deals. One of the biggest

milestones was Alibaba’s “Double 11” shopping

festival in 2022, when live stream sales accounted for

over ¥100 billion ($15.7 billion) in one day (Alibaba

Group, 2022). The platform’s success is that it can

generate a sense of urgency and trust through

influencer marketing, live testing, and social

interaction.

2.2.2 Amazon: The Global Shelf E-

commerce Leader

The world’s biggest e-commerce platform, Amazon,

has monopolized the shelf e-commerce trend with its

gigantic product library, advanced recommendation

engines, and robust logistics network. While Taobao

Live is based mostly on consumer feedback and

artificial intelligence-based personalized suggestions

to induce purchases, Amazon is largely dependent on

consumer feedback and artificial intelligence-based

personalized suggestions to drive sales. The total e-

commerce sales of Amazon in 2022 were $514 billion,

and the Prime membership program spearheaded

customer loyalty (Amazon Inc., 2022). Although

Amazon has tried live streaming capabilities in the

form of “Amazon Live,” its business model is still

shelf-based e-commerce.

2.3 Comparison and Implications

The contrast in success between Taobao Live and

Amazon also mirrors the comparative advantages and

disadvantages of each model. Live streaming

commerce relies on real-time interaction, impulse

buying, and influencer-derived trust and, therefore, is

most appropriate for fashion, cosmetics, and lifestyle

products. Shelf e-commerce is most appropriate for

convenience-oriented consumers who desire rich

product information and a linear shopping process. It

is essential for companies looking to optimize their e-

commerce models and optimize customer interaction

to understand how these two models engage.

3 ANALYSIS ON THE PROBLEM

3.1 Factors Identified in Shelf E-

commerce and Live Streaming

(Positive Contribution)

Shelf e-commerce and live streaming e-commerce

have revolutionized the online retailing market

greatly, and both these models introduce new

opportunities for consumers and companies. These

two models drive consumer behavior, marketplace

expansion, and shopping experience differently.

3.1.1 Improved Consumer Engagement and

Purchase Conversion

Live streaming e-commerce inspires instant

interaction among consumers and merchants, creating

an immersive shopping experience that induces trust

and purchasing intention. Unlike shelf e-commerce,

where customers make purchases based on fixed

product information and feedback, live streaming

allows sellers to display products in real time, answer

questions in real time, and make time-limited

promotions. According to Shih et al., this real-time

interactive type significantly enhances customer trust

and purchasing intention, as customers are more

confident about the quality and applicability of

products they see live (Shih, Silalahi & Eunike, 2024).

Secondly, the live streaming business also takes

advantage of influencer marketing, whereby

IAMPA 2025 - The International Conference on Innovations in Applied Mathematics, Physics, and Astronomy

influential opinion leaders (KOLs) impact consumer

decision-making through endorsements. Studies

indicate that buyers are likely to purchase products

endorsed by known influencers, which means live

streaming is a very effective sales channel. Shelf e-

commerce, on the other hand, boosts engagement via

AI-driven personalization. Suggestion algorithms

look at browsing history and previous buys to suggest

related products, easing shopping. Habil et al.

concluded in a study that user engagement and search

time are minimized through personalized

recommendations in shelf e-commerce, leading to

higher customer retention (Habil, El-Deeb & El-

Bassiouny, 2023).

3.1.2 Expanding Market Reach and

Business Scalability

Shelf e-commerce and live streaming have

significantly enhanced market accessibility,

particularly for small and medium-sized enterprises

(SMEs). Live streaming enables sellers to reach a

global audience in real time, breaking geographical

barriers and fostering cross-border trade. For example,

TikTok Shop reported a gross merchandise value

(GMV) growth of over 300% in Southeast Asia in

2022, highlighting its role in cross-border e-

commerce (Coresight Research, 2023). Platforms

such as Taobao Live also demonstrate success, with

annual transaction volumes exceeding 500 billion

RMB, providing SMEs with a cost-effective

marketing channel (Coresight Research, 2023).

Similarly, shelf e-commerce enables businesses to

scale operations efficiently through robust logistics

and warehousing systems. Companies like Amazon

and JD.com optimize inventory management and

fulfillment, ensuring rapid delivery. Amazon’s

fulfillment network delivers over 3.5 billion packages

annually, reducing shipping times and operational

burdens for SMEs (JD.com., 2023). JD Logistics

achieves 90% same-day or next-day delivery

coverage in China, exemplifying the efficiency of

shelf e-commerce (JD.com., 2023).

3.1.3 Facilitating Consumer Decision

Making through Information

Accessibility

Shelf e-commerce offers detailed product information,

such as specifications, price comparisons, and reviews,

enabling informed decisions. Compared to live

streaming, where consumption is largely driven by

urgency and sociality, shelf e-commerce allows

consumers to logically compare multiple alternatives

before making the decision to purchase. As Liu & Guo

have contended, product comparison at length lessens

post-purchase regret and general satisfaction (Liu &

Guo, 2021).

Live streaming e-commerce also supports

intelligent purchasing with live product

demonstrations. Customers receive an idea of

products for real-life use, ask for product features,

and receive immediate answers from sellers. Direct

contact does away with doubt and enhances customer

confidence with purchases.

3.2 Issues That Have Been Identified in

Live Streaming and Shelf E-

commerce (Negative Impact)

Despite their virtues, Shelf e-commerce, and live e-

commerce are contaminated by problems that erode

customer trust, the sustainability of companies, and

market fashion.

3.2.1 Misinformation and Deceptive

Marketing in Live Streaming E-

commerce

Misrepresentation is the most critical issue in live

streaming business. Sellers and influencers often

exaggerate product attributes or use misleading

advertising to boost sales. Customers are frequently

driven to make impulse purchases due to limited-time

discounts and influencer endorsements. For instance,

in 2023, a well-known skincare brand in China was

fined by regulatory authorities after falsely claiming

that its product could “remove dark spots in seven

days,” leading to a surge in consumer complaints

(Wadhawan & Wadhawan, 2024). Wadhawan &

Wadhawan’s study also found that approximately

30% of customers were dissatisfied with live-

streaming purchases due to discrepancies between

product demonstrations and actual quality

(Wadhawan & Wadhawan, 2024).

Moreover, influencers acting as product

promoters raise concerns about biased reviews. Some

prioritize financial incentives over consumer interests,

leading to unethical promotional tactics. Since live

streaming e-commerce is still underregulated,

ensuring transparency and accountability remains a

challenge.

3.2.2 Consumer Overload and Decision

Fatigue in Shelf E-commerce

Though shelf e-commerce offers the customer an

enormous variety of products, too much choice can

cause decision fatigue. Research has established that

Study on Consumers’ Choice Game Between Live Streaming E- commerce and Shelf E-commerce

when customers are offered too many comparable

product options, they feel cognitive overload, and it

becomes challenging for them to make the purchase.

In contrast to live streaming, where hosts provide

product suggestions and make explicit

recommendations, shelf e-commerce is based on

search filtering and algorithms that might not always

reflect personal taste.

In addition, manipulated ratings and inauthentic

product evaluations are common problems in shelf e-

commerce. Sellers manipulate reviews to artificially

increase the credibility of products, which has made

it difficult for consumers to separate real and

misleading feedback. A study by Shanthi & Desti

revealed that 42% of online consumers have been

exposed to inauthentic product evaluations, which has

adversely affected their confidence in e-commerce

websites (Shanthi & Desti, 2015).

3.2.3 Logistical Challenges and Supply

Chain Constraints

Live streaming e-commerce and shelf e-commerce

are vulnerable to logistical problems that impact

delivery times and customer satisfaction. Last-minute

rush orders during major sales events in live

streaming e-commerce often lead to stockouts and

late shipments. During the 2023 “Double 11”

shopping festival, logistics delays on platforms,

including Taobao and JD.com, surged by nearly 20%,

resulting in a high volume of consumer complaints

(Nabbosa & Iftikhar, 2019). Research by Nabbosa &

Iftikhar found that nearly 25% of live streaming

orders face significant supply chain disruptions and

inventory planning delays (Nabbosa & Iftikhar, 2019).

Shelf e-commerce, despite its efficient logistics,

also struggles with issues such as counterfeiting and

inconsistent quality control. Third-party vendors

selling counterfeit products on platforms like

Amazon and eBay pose credibility risks. Ensuring

product authenticity and maintaining consistent

quality remain ongoing challenges in the shelf e-

commerce business.

3.2.4 AI-Driven E-commerce Risks to

Privacy and Data Security

The intersection of AI and data analytics in shelf e-

commerce and live streaming generates strong

privacy concerns. Live streaming platforms collect

large volumes of user information, including what

they watch, buy, and interact with, and can be utilized

to serve targeted ads. Shelf e-commerce platforms

track user behavior to enhance recommendation

algorithms as well.

Mubarak Alharbi et al. noted in a study that nearly

40% of consumers are worried about the use of their

personal information during e-shopping

environments (Mubarak Alharbi, Zyngier &

Hodkinson, 2013). Inappropriate data sharing,

security breaches, and transparency shortages in the

data collection process destroy consumer trust. It is

important to resolve such issues by enforcing strong

encryption practices and harmonizing data privacy

legislation.

4 SUGGESTIONS

4.1 Strengthening Regulations and

Transparency to Reduce

Misinformation in Live Streaming

E-commerce

To address the issue of misinformation and

misleading marketing in live streaming e-commerce,

both platform operators and government regulators

should enhance merchant verification and establish

stricter product promotion standards. Firstly,

platforms should require merchants and influencers to

provide detailed product certification information,

such as quality inspection reports and authentic

customer feedback, to enhance consumer trust.

Additionally, a “live-stream playback review”

mechanism can be introduced, where random audits

of live-streamed content are conducted to ensure the

accuracy of promotional claims.

Secondly, government regulators should

introduce stricter advertising laws with hefty fines

and market bans for false advertising. For example,

China’s State Administration for Market Regulation

strengthened its oversight of live streaming e-

commerce in 2023, imposing heavy fines on brands

found guilty of deceptive advertising, which

significantly reduced fraudulent marketing practices

(Fox, Lynn & Rosati, 2022). Furthermore, consumer

organizations and third-party monitoring agencies

can establish a “live-stream e-commerce credibility

rating system,” publicly rating merchants and

influencers based on their trustworthiness to enhance

market transparency.

4.2 Optimizing Personalized

Recommendation Systems to

Reduce Information Overload and

Decision Fatigue

To mitigate decision fatigue caused by the

overwhelming number of product choices in shelf e-

IAMPA 2025 - The International Conference on Innovations in Applied Mathematics, Physics, and Astronomy

commerce, platforms should optimize AI-driven

recommendation algorithms to make suggestions

more personalized. Implementing a “customized

preference setting” feature would allow users to

manually adjust recommendation parameters, such as

price range and brand preferences, thereby reducing

irrelevant product exposure. Additionally, platforms

could introduce an “intelligent filtering mode” that

automatically selects the most suitable products based

on users’ shopping history and browsing behavior.

To enhance user experience, platforms could

integrate “short-form product video reviews” within

product pages, offering concise visual summaries

instead of lengthy text descriptions. Research

indicates that products accompanied by short video

demonstrations experience a 25% higher purchase

conversion rate compared to those with text-only

descriptions (Sarma, Nagavalli & Sresth, 2020).

4.3 Enhancing Supply Chain

Management to Improve Logistics

Efficiency

To address logistics delays and supply chain issues in

both live streaming and shelf e-commerce, businesses

should strengthen digital supply chain management to

improve inventory control and order fulfillment

efficiency. Firstly, live streaming platforms can

implement an “AI-driven inventory forecasting”

system that predicts demand based on historical sales

data and real-time traffic, preventing stock shortages

or overstocking. For example, JD Logistics has

successfully optimized its inventory distribution

using big data analytics, enabling 90% of orders in

China to be delivered within the same day or the next

(Sarma, Nagavalli & Sresth, 2020).

Additionally, businesses can deepen

collaborations with third-party logistics providers to

accelerate order fulfillment. Alibaba’s Cainiao

Network has improved delivery efficiency by 30%

during major sales events like “Double 11” through

smart warehouse allocation. Live streaming

merchants can also adopt a “pre-sale + batch shipping”

model, securing stock in advance to mitigate shipping

delays caused by sudden order surges.

4.4 Strengthening Data Privacy

Protection to Enhance Consumer

Trust

To address data privacy risks associated with AI-

driven e-commerce platforms, companies should

implement stricter data protection measures to

strengthen consumer confidence. Firstly, e-commerce

platforms should adopt “end-to-end encryption” to

ensure that users’ personal data is not compromised

during transmission or storage. Additionally,

businesses should comply with international data

privacy regulations such as the General Data

Protection Regulation (GDPR), providing users with

clear information on data usage and allowing them to

opt out of data sharing.

Moreover, platforms should establish a “User

Privacy Control Center,” enabling users to manage

their data permissions, such as disabling personalized

ads or deleting browsing history. Research shows that

when users have control over data permissions, their

trust in the platform increases by 35% (Fox, Lynn &

Rosati, 2022). Governments should also encourage

industry self-regulation by requiring e-commerce

platforms to publish annual data security compliance

reports, ensuring transparency in data handling and

reinforcing consumer trust.

Based on the analysis above, Table 1 summary

Applicability of measures:

Table 1: Applicability of measures

Stage

Platform

measures

Corporate

measures

Policy

supporting

Short Term

(0-6

months)

Content

audit

system

upgrade

Data

encryption

transformatio

Pilot of the

implementati

on of the

blacklist

system

Interim (6-

8 months)

Referral

algorithm

reconstructi

Intelligent

storage

construction

Regulatory

sandbox start

Long-term

(18 +

months)

Full chain

traceability

system

Privacy

computing

platform

The Digital

Markets Act

was enacted

5 CONCLUSION

Shelf e-commerce provides a structured browsing

experience supported by AI-driven recommendations

and efficient logistics, ensuring a rational and

convenient shopping process. These features

contribute to stable conversion rates and predictable

purchasing patterns. In contrast, live streaming e-

commerce enhances consumer engagement through

real-time interaction and influencer-driven marketing,

fostering a more immersive shopping experience.

This dynamic and interactive approach often leads to

higher participation rates and increased impulse

purchases.

Despite their advantages, both models face

systemic challenges. From a technological

perspective, shelf e-commerce may lead to decision

Study on Consumers’ Choice Game Between Live Streaming E- commerce and Shelf E-commerce

fatigue due to excessive product choices, while live

streaming commerce is vulnerable to misinformation

and deceptive marketing tactics. Moreover, logistical

inefficiencies remain a concern, affecting delivery

speed and reliability. On the governance side,

regulatory gaps in live streaming e-commerce raise

issues related to transparency, misleading promotions,

and ethical data usage. At the same time, privacy risks

and algorithmic biases in shelf e-commerce

necessitate stronger consumer protection measures.

Addressing these challenges through targeted

improvements in technology, regulation, and supply

chain management will be crucial for fostering a more

trustworthy and sustainable e-commerce ecosystem.

This study offers both theoretical and practical

contributions to the field of e-commerce.

Theoretically, it extends the application of the

Technology Acceptance Model (TAM) to live

streaming e-commerce, providing a deeper

understanding of how real-time interaction and social

influence shape consumer decision-making in this

emerging format. By integrating behavioral insights

with established e-commerce frameworks, this

research enriches the academic discourse on digital

consumption patterns and engagement dynamics.

Practically, the findings provide actionable

insights for both industry stakeholders and

policymakers. For e-commerce platforms, optimizing

recommendation algorithms can enhance user

experience by balancing personalization with

information diversity, mitigating issues such as

decision fatigue and algorithmic bias. For regulators,

the study offers guidance on developing a more

structured governance framework that addresses

challenges such as misinformation, deceptive

marketing, and data privacy concerns. Establishing

clear regulatory standards and improving

transparency mechanisms can foster a more ethical

and consumer-friendly e-commerce environment,

ultimately benefiting both businesses and consumers.

Despite its contributions, this study has

limitations. It primarily relies on secondary data, such

as industry reports and academic studies, which may

not fully capture real-time consumer behavior. The

lack of primary data, such as surveys and interviews,

limits the depth of behavioral analysis.

Future research should incorporate primary data

collection methods, such as large-scale surveys and

interviews across diverse demographics, to provide a

more comprehensive understanding of e-commerce

trends. Additionally, exploring emerging

technologies like AI-driven virtual shopping

assistants and augmented reality (AR) could offer

deeper insights into the evolving digital commerce

landscape. Addressing these gaps will help businesses

and policymakers develop more effective e-

commerce strategies.

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