International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056
Volume: 12 Issue: 09 | Sep 2025 www.irjet.net p-ISSN: 2395-0072
Recommendations For the Digital Contact in E-Commerce World: A Comparative Study Between Bangladesh and the United States
Jaharna Rafi Chowdhury
PhD Fellow at Putra Business School, UPM Malaysia
Abstract - My paper examines the evolving concept of “digital contact” in e-commerce, referring to the digital interaction points between businesses and consumers. It compares Bangladesh, an emerging e-commerce market undergoing rapid digital transformation, with the United States, a mature and technologically advanced e-commerce ecosystem. The study draws on industry reports, policy analyses, and market statistics to highlight the similarities and differences in growth trajectories, technological adoption, payment systems, consumer trust, and regulatory environments. Findings suggest that while Bangladesh’s mobile-first approach and mobile financial services (MFS) offer inclusivity, infrastructural and trust-related barriers remain. In contrast, the United States exhibits platform maturity, omnichannel efficiency, and complex regulatory frameworks. The paper concludes with recommendations for optimizing digital contact strategies to enhance consumer experience and market sustainability in both contexts. Keywords: Digital contact, e-commerce, Bangladesh, USA, mobile financial services, regulatory frameworks, consumer trust.
1. Introduction
Theconceptof digital contact ine-commerceencompassesthetechnologicalandcommunicativeinterfacesthrough whichbusinessesengagecustomers,includingwebsites,mobileapplications,chatbots,AI-drivenpersonalization, livecommerce,andintegratedpaymentgateways.Itisacriticaldeterminantofconsumersatisfaction,purchase frequency,andbrandloyalty.Bangladesh,underthe“DigitalBangladesh”initiative,haswitnessedexponentialecommercegrowth,drivenbyincreasedsmartphonepenetrationandgovernment-leddigitization.Incontrast,the UnitedStatespresentsamaturee-commerceenvironmentcharacterizedbyplatformconsolidation,omnichannel strategies,andadvancedlogisticalframeworks.Thispaperaimstoprovideacomparativeassessmentofthetwo nations,focusingonhowdigitalcontactstrategiesshapetheirrespectivee-commercelandscapes.
2. Literature Review
InBangladesh,digitalcommerceresearchidentifiesthreeprimarydrivers:mobiletechnologyadoption,mobile financialservices(MFS)penetration,andsocialcommercetrends.Theincreasingpenetrationofsmartphonesand improvedinternetinfrastructurehavetransformedthedigitallandscape,makingonlineshoppingmoreaccessible thanever.Asof2023,mobileinternetusagereachedapproximately92%ofallinternetusersinthecountry.
Incontrast,U.S.-basedstudiesemphasizemulti-channelintegration,artificialintelligenceinpersonalization,and live-streamshoppingaskeycompetitiveadvantages.Tope-commercesellersintheU.S.emphasizetheimportance ofadoptingTikTokShoptoremaincompetitive,astraditionalplatformslikeAmazonbecomeincreasinglydifficult andrestrictive.VeteransellersarguethatwhileAmazonremainsrelevant,itnolongeroffersthesameeaseof successitoncedid.TikTokShop,launchedintheU.S.in2023,isseenasanexplosiveanddemocratizingplatform whereanyonecansell,oftenwiththehelpofaffiliatecontentcreators
Trust-buildingremainsacross-cuttingchallengeinbothcountries.InBangladesh,thee-commercesectorhasfaced challengesrelatedtofraudulentactivitiesbyseverale-commercecompanies,erodingpublictrustinthesector. Thesescamshaveledtosignificantcustomerdissatisfactionandhavehinderedthegrowthoftheindustry.Inthe
International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056
Volume: 12 Issue: 09 | Sep 2025 www.irjet.net p-ISSN: 2395-0072
U.S.,trustissuesprimarilyrevolvearounddataprivacyconcernsandevolvingtaxregulations.The2018Supreme Courtdecisionin South Dakota v. Wayfair allowedstatestorequireout-of-statesellerstocollectandremitsalestax, eveniftheyhavenophysicalpresenceinthestate.Thisrulinghasledtoacomplexandever-changinglandscapeof salestaxregulationsfore-commercebusinesses.WhilebothBangladeshandtheU.S.facechallengeinbuildingtrust withinthee-commercesector,thenatureofthesechallengesdiffers.Bangladesh'sissuesaremorecenteredaround fraudulentactivitiesandscams,whereastheU.S.contendswithdataprivacyconcernsandcomplextaxregulations. Addressingthesechallengesiscrucialforthecontinuedgrowthanddevelopmentofdigitalcommerceinboth countries.
3. Methodology
My research paper employs a qualitative comparative analysis (QCA) methodology to explore the contrasting dynamicsofe-commerceinBangladeshandtheUnitedStates.Theapproachsynthesizesawiderangeofsecondary data sources, including governmentreports, e-commerce marketsurveys,financial service providerstatistics, academic journal publications, andindustrynewsor trade reports. Byintegrating insights from these diverse sources, the study ensures a comprehensive and evidence-based understanding of the sector. The analysis frameworkfocusesonfivecriticaldimensions:marketscaleandgrowth,digitalaccessanduserbehavior,payment systems, regulatory environments, and innovation adoption. This multidimensional perspective allows for a nuancedcomparison,highlightingboththeuniquechallengesandopportunitiesinBangladesh’semergingmarket andtheestablishedpracticesdrivingefficiencyandconsumerengagementintheUnitedStates.
4. Findings and Comparative Analysis
4.1 Market Scale and Growth
Thee-commercesectorinBangladeshhasbeenexperiencingremarkablegrowthoverthepastfewyears,fueled primarilybyayouthfulpopulationandincreasingmobileinternetpenetration.In2023,themarketwasvaluedat approximately USD 2.73 billion, and it is projected to reach USD 5 billion by 2027, according to Trade and InvestmentBangladesh(2023).Themarketexpansioniscloselylinkedtothecountry’smobile-firstcommerce strategy,whereasignificantportionofthepopulationaccessesonlineplatformsprimarilythroughsmartphones. Youthdemographics,particularlyurbanmillennialsandGenZconsumers,areincreasinglydrivingdemandfor digitalproductsandservices,shapingarapidlyevolvingonlineshoppingecosystem.
Incontrast,theUnitedStatesrepresentsoneofthelargestandmostmaturee-commercemarketsglobally.By2025, its e-commerce sector is projected to reach USD 1.3 trillion, with platforms such as Amazon and Walmart dominatingthelandscape.AmazonalonerecordedUSD144billioninsalesin2024,reflectingthehighadoptionof onlineretailamongU.S.consumers(Statista,2025).Thisscaledifferencehighlightsboththegrowthpotentialin BangladeshandtheestablishedsaturationoftheU.S.market.
4.2 Digital Access and User Behavior
Digitalaccessplaysacrucialroleinshapinge-commercedynamicsinbothcountries.InBangladesh,around80%of onlinetransactionsareconductedviamobiledevices,reflectingthemobile-firstnatureofconsumerengagement (Ngital, 2024). However, the country still faces a significant rural-urban digital divide, with limited internet penetrationandconnectivitychallengesinruralregionsrestrictinge-commerceadoptionoutsideurbancenters.
TheUnitedStates,bycontrast,enjoyswidespreadaccesstohigh-speedbroadbandandrobustmobilenetworks, enablingseamlessintegrationacrossdevices.U.S.consumersareaccustomedtomulti-channelcommerce,where theycanbrowseonline,comparepricesonmobileapps,andcompletepurchasesinphysicalstores.Thisbehavior fostershigherexpectationsforconvenience,personalization,andinstantaccesstoservices,settingabenchmarkfor globaldigitalcommercestandards.
International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056
Volume: 12 Issue: 09 | Sep 2025 www.irjet.net p-ISSN: 2395-0072
4.3 Payment Systems
Paymentinfrastructureisanotherdifferentiatingfactor.InBangladesh,mobilefinancialservices(MFS)suchas bKash,Nagad,andRocketdominatethepaymentlandscape,allowinguserstosendmoney,paybills,andpurchase goods via smartphones. Despite this, cash-on-delivery (COD) remains the preferred payment method for approximately 80% of orders, reflecting persistent trust and infrastructure challenges in online transactions (BusinessInspectionBD,2023).
IntheU.S.,paymentsystemsaremorediversifiedandheavilydigitized.Consumerscommonlyusecreditanddebit cards,digitalwalletslikePayPalandApplePay,andbuy-now-pay-later(BNPL)services,oftenintegratedwith omnichannel retail strategies. This widespread adoption of digital payments reduces friction in the purchase process,enablingfastertransactionsandhigherconsumerconfidenceine-commerce.
4.4 Regulatory Framework
Regulation and policy frameworks shape the operational environment for e-commerce. Bangladesh is still developingcomprehensiveconsumerprotectionande-commerceguidelines.Althoughinitiativesexisttoimprove regulation,enforcementcapacityremainslimited,whichcanhinderconsumertrustandcross-bordertrade.
TheU.S.,incontrast,hasawell-establishedregulatoryframework,includingadvancedtaxcollectionmechanisms strengthenedaftertheSupremeCourtrulingin South Dakota v. Wayfair (2018).Changesintradepolicy,suchasthe endofde-minimistariffs,alsoaffectcross-bordercommerceande-commercecompetitiveness.Astrongregulatory ecosystemintheU.S.fosterstrust,innovation,andsustainablegrowthinthesector.
4.5 Innovation and Consumer Engagement
Innovationandconsumerengagementstrategiesalsovarysignificantly.InBangladesh,thee-commercesectorhas embraced rapid adoption of social commerce platforms, leveraging social media for marketing and sales. AI experimentation is beginning to support personalized recommendations, while export-oriented e-commerce initiativesareemergingtopositionlocalproductsinglobalmarkets.
TheUnitedStatesdemonstratesadvancedapplicationoftechnologyinconsumerengagement.CompaniesuseAIdriven personalization, live-stream shopping experiences, and predictive logistics to optimize delivery and inventorymanagement.Theseinnovationsnotonlyimprovecustomersatisfactionbutalsosethighexpectationsfor servicespeed,convenience,andexperience,makingtheU.S.marketaglobalbenchmarkfordigitalcommerce.
5. Discussion
Whilebothcountriesrecognizethecriticalroleofdigitalcontactine-commercesuccess,theirtrajectoriesdiverge due to structural, regulatory, andinfrastructural differences. Bangladesh’smobile-first, low-costaccessmodel promotesinclusionbutrisksconsumerdistrustwithoutstrongerregulationandlogisticsdevelopment.TheU.S. demonstratesoperationalmaturitybutfaceschallengesfromshiftingtradepoliciesandplatformcompetition.
International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395-0056
Volume: 12 Issue: 09 | Sep 2025 www.irjet.net p-ISSN: 2395-0072
6. Recommendations
Policy Area Bangladesh – Recommendations
Regulation & Enforcement
Market Structure
Logistics & Supply Chain
Digital Literacy & Skills
Trade & Consumer Costs
Data Protection & Privacy
7. Conclusion
Strengtheninge-commercelawstotackle fraud,counterfeitgoods,andmisleadingads; empowerDNCRP;createdisputeresolution systems.
Focusonfairsellerverification,transparent pricing,andplatformaccountability.
Expandruraldeliveryinfrastructure;create micro-warehouses;partnerwithcouriers; improvemapping/tracking.
Nationwideconsumer&SMEdigitaltraining; integrateintoschoolcurricula;focusonsafe paymentsandmarketingskills.
Encouragecompetitivepricingthroughbetter logisticsandsellermarketaccess.
Buildawarenessofonlineprivacyandsecure transactionsforconsumers.
USA – Recommendations
Monitoranti-competitivepractices;ensure smallerplatformshavemarketaccess;apply uniformrulesfore-commercecompetition.
Diversifyplatformstoreducerelianceon Amazon;incentivizenewentrants;improve sellermigrationoptions.
Securesupplychainsviatradepolicy; supportdomesticproductionforessential goods;avoidcostspikesforconsumers.
Notaprimaryfocusbutpromoteseller trainingforplatformdiversificationand compliancewithnewprivacyrules.
Conducteconomicimpactassessments beforetariffs;negotiatetradedealsto maintainpricestability.
Strengthenfederalprivacylaws;enforce clearconsentrules;increasebreach penalties;requiretransparencyindata usage.
Digitalcontactisnotmerelyatechnologicallayer itisthelivingbridgebetweensellerandbuyer.Bangladesh’secommercejourneyisinanacceleratedgrowthphasewithuntappedpotential,whiletheU.S.exemplifiesstructural sophistication.Byaddressingtheirrespectiveweaknessesandleveraginguniquestrengths,bothcanensurea sustainableandconsumer-centricdigitalmarketplace.
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Volume: 12 Issue: 09 | Sep 2025 www.irjet.net p-ISSN: 2395-0072
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