Online-to-Offline (O2O) Commerce in Emerging Markets: Analysis of the Retail Sector
The growing digital footprint in emerging markets has bolstered the demand for quality and real-time customer experience through multiple retail platforms. Retail markets in emerging economies are increasingly experimenting with Online-to-Offline (O2O) commerce. This study aims at identifying various factors influencing the adoption and success of O2O business models in emerging markets. A strategic TOPICS framework is proposed to determine and evaluate the multi-dimensional factors that impact O2O retailers. This paper provides insights for potential e-commerce retailers in emerging markets diversifying into O2O commerce. The conclusion offers insights that could help redefine the future of O2O commerce in emerging markets
& Gupta, S.
(2021). Online-to-Offline (O2O) Commerce in Emerging Markets: Analysis of the Retail Sector. Journal of Asia-Pacific Business, 22 (4), 260-278.