2025, Vol. 6, Issue 2, Part Q
E-Commerce Adoption among Rural Women Entrepreneurs in India: The Interplay of Digital Literacy, Access, and Trust
Author(s): Monika and Kamalpreet Kaur
Abstract: E-commerce presents a transformative opportunity for rural women entrepreneurs in India to achieve financial independence and expand their market reach. However, its adoption is significantly constrained by a "triadic challenge": the interdependent barriers of digital literacy, access to infrastructure, and trust in digital systems. Secondary data from initiatives like PMGDISHA and Internet Saathi reveal that while millions of rural women have received basic digital training, only a fraction possess the competency to engage in digital finance or online marketing independently. Access remains uneven—MeitY reports that just 42% of rural households have reliable internet, and electricity disruptions further hinder consistent usage. Trust is the most fragile pillar, with studies from PRIA and DEF India indicating that only 35% of rural women feel confident using digital payment platforms, citing fears of fraud, data misuse, and lack of grievance redressal. Despite these challenges, community support through Self-Help Groups (SHGs) and peer networks has shown promise in boosting confidence and digital engagement. The study concludes that e-commerce adoption cannot thrive unless all three pillars are strengthened simultaneously. It advocates for a holistic policy framework that includes localized digital training, subsidized infrastructure development, and trust-building initiatives through transparent governance and platform accountability—essential steps to unlock inclusive economic growth for this vital demographic.
DOI: 10.22271/27084515.2025.v6.i2q.889
Pages: 1595-1599 | Views: 91 | Downloads: 44
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How to cite this article:
Monika, Kamalpreet Kaur. E-Commerce Adoption among Rural Women Entrepreneurs in India: The Interplay of Digital Literacy, Access, and Trust. Asian J Manage Commerce 2025;6(2):1595-1599. DOI: 10.22271/27084515.2025.v6.i2q.889
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