2021
DOI: 10.1002/aepp.13160
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E‐commerce's fast‐tracking diffusion and adaptation in developing countries

Abstract: E‐commerce is rapidly diffusing in developing regions of the world. Its share is still small even in modern retail, except in the frontrunner China, but it is developing quickly in Asia and Latin America and emerging in Africa. Patterns of diffusion over regions mirror the supermarket revolution but are lagged by several decades. E‐commerce firms employ strategies to “fast‐track” their spread, responding to challenges of high transaction costs, heterogeneous consumers, and persisting importance of retail small… Show more

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Cited by 43 publications
(26 citation statements)
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“… The confluence of points 1–3 will drive adaptations in the behavior of actors in aquatic food value chains, and reconfiguration of the structure of these chains (e.g. such as through the accelerated diffusion of e-commerce [18] ). Effects will be spatially and temporally uneven.…”
Section: Introductionmentioning
confidence: 99%
“… The confluence of points 1–3 will drive adaptations in the behavior of actors in aquatic food value chains, and reconfiguration of the structure of these chains (e.g. such as through the accelerated diffusion of e-commerce [18] ). Effects will be spatially and temporally uneven.…”
Section: Introductionmentioning
confidence: 99%
“…The learning process thus, affects risk through adoption, the implementation of the new technology and potential setbacks, and implications on diversification of production practices. Future studies could also link technology adoption decisions to supply chain flexibility and resilience (Du et al 2016;, transition from traditional retail to e-commerce (Reardon et al 2021a(Reardon et al , 2021b.…”
Section: Discussionmentioning
confidence: 99%
“…Gray (2020) looks at logistical issues created by COVID-19 to the food supply. Other studies have concentrated on specific industries, from more fragmented sectors such as fruits and vegetables (Richards and Rickard 2020), to relatively more concentrated meat sector (McEwan et al 2020), from early struggles of hog farms in China (Zhang et al 2020) to the recent innovations in e-commerce and other resilience innovations (Reardon et al 2021a;2021b). Our conceptual framework allows for a hedonic demand analysis on the potential market for such innovations.…”
Section: Literature Reviewmentioning
confidence: 99%