E-COMMERCE AND DIGITAL PLATFORMS: DRIVING COMPETITIVE ADVANTAGE IN EMERGING MARKETS

Abstract

This study aims to examine how e-commerce and digital platforms drive competitive advantage in emerging markets. The research employed a mixed-methods design combining secondary data analysis with a systematic literature review of peer-reviewed articles from 2015–2023. The population of interest was firms in emerging economies, with samples drawn from existing datasets, reports, and journal articles. Data collection included quantitative indicators such as e-commerce penetration rates, firm performance metrics, and platform usage statistics, while qualitative insights were obtained from case studies and thematic analyses. Data were analyzed using comparative approaches to identify patterns, similarities, and differences between developed and emerging markets. The findings reveal that e-commerce platforms improve market access, enhance efficiency, and enable small and medium enterprises (SMEs) to internationalize more effectively. Digital adoption in emerging markets is strongly influenced by inclusivity, scalability, and affordability, while challenges such as infrastructure limitations, digital literacy gaps, and platform monopolies remain. The study concludes that digital transformation provides significant opportunities for firms in emerging markets to build sustainable competitive advantage, but requires strategic alignment of resources and supportive policies. Recommendations include strengthening digital literacy programs, improving regulatory frameworks, and fostering inclusive digital ecosystems to ensure that the benefits of digitalization are broadly distributed.