Work

Online-to-Offline (O2O) Commerce in Emerging Markets: Analysis of the Retail Sector

Year: 2021

Type: article

Abstract: The growing digital footprint in emerging markets has bolstered the demand for quality and real-time customer experience through multiple retail platforms. Retail markets in emerging economies are increasingly experimenting with Online-to-Offline (O2O) commerce. This study aims at identifying various factors influencing the adoption and success of O2O business models in emerging markets. A strategic TOPICS framework is proposed to determine and evaluate the multi-dimensional factors that impact O2O retailers. This paper provides insights for potential e-commerce retailers in emerging markets diversifying into O2O commerce. The conclusion offers insights that could help redefine the future of O2O commerce in emerging markets.

Source: Journal of Asia-Pacific Business

DOI: 10.1080/10599231.2021.1983501

Authors: Soniya Gupta, Anand Jeyaraj

Institutions: University of Cambridge, Mudra Institute of Communications Ahmedabad, Wright State University

Language: English

Topic: Digital Innovation in Industries

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Industry, innovation and infrastructure

Open Access status: green

OpenAlex ID: W3205364657

FWCI: 0.428

Cites: 36

Cited by: 6

Related to: 10