This paper investigates the landscape of online shopping in Bangladesh, a developing country experiencing rapid
internet growth. Despite the increasing popularity of online transactions globally, there is a lack of research on consumer
perceptions, challenges, and design implications specic to Bangladesh. The study aims to address this gap by exploring
four key research questions: the main issues users face when shopping online, the impact on satisfaction and e-commerce
usage; the inuence of personalized product recommendations on buying behavior; the factors aecting the online
shopping experience, including website design, user interface, payment options, and delivery services; and the inuence
of cultural and socio-economic factors on online shopping. we conducted a comprehensive two-step data collection
process, including semi-structured interviews and a survey with 101 participants. The ndings highlight challenges such
as product discrepancies, trust issues, and limited payment options impacting user satisfaction. Additionally, the study
explores the complex dynamics of personalized recommendations, the importance of UI/UX in user satisfaction, and the
inuence of cultural and socio-economic factors on online shopping. The paper concludes with practical implications
for enhancing the online shopping experience, emphasizing the need for user-centric personalized recommendations,
optimized website design, and culturally sensitive approaches to build trust in the evolving e-commerce landscape of
Bangladesh.
The widespread adoption of the internet and e-commerce has brought about a signicant shift in people’s shopping
habits. And with more than 85% of the world’s online population making transactions, online shopping has become
increasingly popular in recent years [
2
] .Bangladesh is not an exception. Bangladesh is a developing country with a
population of over 160 million people [
1
] and a developing middle class.Additionally, as the internet has grown so
quickly—it climbed by a startling 19% in just two years, from 2020 to 2021[
19
] so too has the desire for online shopping
of these people. Thus, there’s no denying the necessity for more research on online shopping in developing countries
like Bangladesh.However, very little research has been done to understand consumer perceptions of online shopping,
Authors’ addresses: TahshinulIslam, [email protected] d, Brac University,Dhaka, Bangladesh; Shadik Ul Haque, [email protected] d,
Brac University, Dhaka, Bangladesh.
2024. Manuscript submitted to ACM
ManuscriptsubmittedtoACM