International Research Journal of Engineering and Technology (IRJET)
e-ISSN: 2395-0056
Volume: 12 Issue: 09 | Sep 2025
p-ISSN: 2395-0072
www.irjet.net
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 The concept of digital contact in e-commerce encompasses the technological and communicative interfaces through which businesses engage customers, including websites, mobile applications, chatbots, AI-driven personalization, live commerce, and integrated payment gateways. It is a critical determinant of consumer satisfaction, purchase frequency, and brand loyalty. Bangladesh, under the “Digital Bangladesh” initiative, has witnessed exponential ecommerce growth, driven by increased smartphone penetration and government-led digitization. In contrast, the United States presents a mature e-commerce environment characterized by platform consolidation, omnichannel strategies, and advanced logistical frameworks. This paper aims to provide a comparative assessment of the two nations, focusing on how digital contact strategies shape their respective e-commerce landscapes. 2. Literature Review In Bangladesh, digital commerce research identifies three primary drivers: mobile technology adoption, mobile financial services (MFS) penetration, and social commerce trends. The increasing penetration of smartphones and improved internet infrastructure have transformed the digital landscape, making online shopping more accessible than ever. As of 2023, mobile internet usage reached approximately 92% of all internet users in the country. In contrast, U.S.-based studies emphasize multi-channel integration, artificial intelligence in personalization, and live-stream shopping as key competitive advantages. Top e-commerce sellers in the U.S. emphasize the importance of adopting TikTok Shop to remain competitive, as traditional platforms like Amazon become increasingly difficult and restrictive. Veteran sellers argue that while Amazon remains relevant, it no longer offers the same ease of success it once did. TikTok Shop, launched in the U.S. in 2023, is seen as an explosive and democratizing platform where anyone can sell, often with the help of affiliate content creators Trust-building remains a cross-cutting challenge in both countries. In Bangladesh, the e-commerce sector has faced challenges related to fraudulent activities by several e-commerce companies, eroding public trust in the sector. These scams have led to significant customer dissatisfaction and have hindered the growth of the industry. In the © 2025, IRJET
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