The Role of E-commerce Platforms in Facilitating Market Entry for Emerging Entrepreneurs

Abstract

This study aims to explore the role of e-commerce platforms in facilitating market entry for emerging entrepreneurs, examining the benefits, challenges, and overall impact of these platforms. This qualitative study utilized semi-structured interviews with 25 emerging entrepreneurs to gather in-depth insights into their experiences with e-commerce platforms. The interviews focused on various aspects of platform usage, support and resources provided, challenges faced, and the outcomes of utilizing these platforms. Data were analyzed using NVivo software to identify key themes and subthemes, with theoretical saturation guiding the data collection process. Five main themes emerged from the data analysis: (1) E-commerce Platform Usage, encompassing platform selection, initial setup, features and tools, user experience, and integration with other systems; (2) Support and Resources, including educational resources, financial support, technical assistance, marketing support, and networking opportunities; (3) Challenges and Barriers, such as technical issues, financial barriers, competition, and regulatory issues; (4) Outcomes and Impact, highlighting business growth, market access, brand development, and diversified revenue streams; and (5) Entrepreneurial Experience, covering the learning curve, work-life balance, community support, motivation and goals, and adaptability. E-commerce platforms play a crucial role in enabling market entry and supporting business growth for emerging entrepreneurs. These platforms provide essential infrastructure, tools, and resources that simplify business operations and enhance market reach. However, entrepreneurs face challenges related to technical issues, financial constraints, competition, and regulatory complexities.