Rural entrepreneurs in East Africa often face challenges such as limited access to markets, high transaction costs, and logistical inefficiencies. A mixed-methods approach was employed, including online surveys and semi-structured interviews to gather data from a representative sample. The analysis revealed that approximately 45% of the surveyed entrepreneurs adopted e-commerce platforms, with significant variations in platform usage across different regions. This study identified several factors influencing adoption rates such as entrepreneurial experience, access to technology, and perceived benefits of e-commerce. Policy makers should consider implementing targeted training programmes for rural entrepreneurs to enhance their digital literacy skills.
Gamal et al. (2006) studied this question.