Barriers to E-Commerce Adoption: Consumers’ Perspectives from a Developing Country

Although e-commerce has become a familiar retail channel for businesses in developed countries, it is still considered an innovation in developing countries. Specifically, electronic commerce (e-commerce) in Saudi Arabia is still in the first stage despite its advance and fast growth in ICT marketplace, the highest increase in Internet penetration in the world, strong retail sector, and young population. This research study aims to identify tangible barriers influencing consumers in Saudi Arabia to adopt e-commerce. An exploratory research design is used to shed light on the tangible barriers facing Saudi consumers when shopping online. This research study identified key tangible barriers and their relative importance for both e-commerce adapters and non-adapters facing Saudi consumer when shopping online. Practical as well as managerial implications are discussed.