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Review on the E-commerce Business Models in Ethiopia

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DOI: 10.14738/aivp.105.12882

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European Journal of Applied Sciences – Vol. 10, No. 5
Publication Date: October 25, 2022
DOI:10.14738/aivp.105.12882.
Gelata, F. T., Gemada, S. C., & Han, J. (2022). Review on the E-commerce Business Models in Ethiopia. European Journal of Applied
Sciences, 10(5). 48-58.

Review on the E-commerce Business Models in Ethiopia

Fikiru Temesgen Gelata
Assistant Professor of Agribusiness and Value Chain
Management. Department of Agribusiness and Value Chain
Management, Ambo University, P.O. Box: 19
Ambo, Ethiopia. PhD scholar in Agricultural Economics and
Management at Nanjing Agricultural University, China

Semarawit Chaka Gemada

Senior lecturer and researcher, at Ambo University
Department of Agricultural Economics, MSc scholar in
Climate Change at Pan African University Water and
Energy Science including Climate change, Algeria

HAN Jiqin
Professor of Agribusiness. Nanjing Agricultural University
Dean, College of International Education, China

ABSTRACT
E-commerce plays a significant role in the economic and social development of a
country. We everyone know how much E-Commerce is important in many aspects
of human life but we also know how much risky it is. In e-commerce, more than two
parties interact with a given e-commerce platform. The review initially embarks on
explaining the distinction among the fundamental concepts of e-commerce, e-
readiness and e-commerce readiness. It then reviews some of the major e-
commerce readiness studies conducted and models developed both at the regional
and international level. From among such models, the Asia-Pacific Economic
Cooperation (APEC) self-assessment tool is selected as an appropriate instrument
for adoption and development of a measure for e-commerce readiness in Ethiopia.
It also presents the current trends of E-commerce in Ethiopia and the challenges
that are faced in developing the E-commerce business model in the Ethiopian
market with future scope. The various challenges which are highlighted are the
Delivery Challenges, Payment challenges, After-sales Service challenge, and
challenge of Consumer’s Behavior in adopting these kinds of businesses.

Keywords: Electronic Commerce, Online business, Payment security, consumer behavior.

INTRODUCTION
The world continues to witness a revolution in the way business is conducted, and the
uncharted area of e-commerce presents many opportunities and challenges to a newly
emerging world economy. E-commerce is an inevitable reality as the prime promoter of
commerce & trade, and become one of the most essential components for current international
trade; it greatly changed the ordinary manner of international trade (UNDI, 2003).

Services for Science and Education – United Kingdom

Gelata, F. T., Gemada, S. C., & Han, J. (2022). Review on the E-commerce Business Models in Ethiopia. European Journal of Applied Sciences, 10(5).
48-58.

Electronic commerce looms large on the horizons of tomorrow, and it promises to transform
trade and industry in ways not yet imagined or comprehended. For several countries it
continues to be perceived as a double-faced blessing one promising and the other threatening
(Singh, 1999). Organizations are embracing e-commerce as a means of access or expanding to
global markets, improving customer service, reducing costs, and enhancing productivity and
efficiency (Wenninger, 1999). However, the range of benefits offered by e-commerce to
transactional businesses has also given rise to key issues, especially on privacy of users and
security of information shared online. These issues emerged because of the wide accessibility,
openness and interconnectivity as innate features of the Internet (Smith et.al., 1996).

Straub (2010) pointed out that developing countries have fallen behind in the early stages of
technology acquisition because of inefficient use of related knowledge, lack of investment
within firms to acquire technology, lack of promotion policies that develop these technological
areas and high costs of importing technology. Moreover, recent technological developments
such as the introduction of digital signatures may widen the gap in the use of ecommerce
technologies. Developing countries have poor telecommunication, poor transport systems,
poor electronic payment systems, no security, and no skilled workforce (NBE, 2015).

Though the world is using E-commerce services to a large extent, Ethiopia is lagging behind its
use. For countries like Ethiopia, E-commerce can offer a variety of options for the first time.

Internet marketing has shown a significant improvement over the past years in Ethiopia, where
the banking sector started using electronic banking as well as SMS services. These activities
help the customers to increase improved access and the increasing habit of using the internet
as a critical source of information, especially where there are more than 15 million internet
subscribers in the country. African development partners and policymakers are focusing on
making the availability of information communication technology to small and medium-sized
enterprises (SMEs) in an effort to eradicate poverty. United National Conference on Trade and
Development data shows that 60 to 70 percent of employment is in SMEs in developing
countries. That is why most of the African countries are giving priority to it. Similarly, Ethiopia
has also given priority to SMEs to create employment opportunities and to improve access to
ICT (Christopher, 1998).

Ethiopia is not fully utilizing their capacities to introduce this new paradigm, to be competitive
internationally and to exploit the benefit it offers. Additionally, this technology is not yet
applied in optimal way. At present there is low adoption of e-commerce, As well as the fully-
fledged ecommerce has not yet been achieved in Ethiopia. In other words, these situations call
for better understanding by the researcher. Thus the aim is that, by understanding
opportunities associated with e-commerce, will contribute to filling the gap identified, and
thereby laid the foundation for a coherent body of knowledge, in the field, attempting to
investigate the opportunities and practical challenge of electronic commerce activity in
Ethiopia.

This review attempts to contribute some records by performing inquiries on the area by
exploring the opportunity level and benefits of electronic commerce as well as the prevailing
challenge in the business within the context of developing country, Ethiopia. The importance of

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European Journal of Applied Sciences (EJAS) Vol. 10, Issue 5, October-2022

this study is adding to the body of knowledge in the area by showing the prevailing reality, its
features and potentials to help business and enterprises in Ethiopia register growth through
ecommerce.

OBJECTIVE OF THE REVIEW

The primary purpose of the review is to find out the current E-commerce business scenario in
the Ethiopian market. The world is using several new E-commerce applications that are
increasing day by day.

The specific review is:

Ø E-Commerce offers potential in the form of enhanced participation in the
international value chain and public relations.
Ø The feasibility can be improved by providing suitable ICT infrastructure,
improving cross-country regulatory differences.
Ø This research study reveals interesting facts about the potential and opportunity
of e-commerce in Ethiopia.

LITERATURE REVIEW
Concepts and Definitions of E-Commerce, E-Business, EMarketing and Mobile Marketing
The wide range of business activities related to e-commerce brought about a range of other new
terms and phrases to describe the internet phenomenon in business sectors. Some of these
focus on purchasing from on- line stores on the internet. Since transactions go through the
Internet and the Web, the terms I- Commerce (Internet Commerce), and even Web-Commerce
have been suggested are also rarely used (Semeneh, 2018).

E-commerce has been defined in several ways depending on the context and research objective
of the author (Elizabeth and Michael, 2004, p.197). “E-commerce is sharing business
information, maintaining business relationships, and conducting business transactions by
means of telecommunications networks”. E-commerce is the business transaction like buying
selling and exchange of goods and services on the internet (Abdul, 2016, p. 19; Elizabeth and
Michael, 2004, p.197). E-commerce is an exchange of commercial information, products and/or
services. It is also comprised of main components like communication systems, data
management systems and security (Yaser, 2013, p. 190).

E-Business Vs E- commerce
Major literatures distinguish between the meanings of e-commerce and e- business. They argue
that the variation as electronic commerce or internet commerce refers to an exchange of goods
or services using the internet, and the transfer of funds and information to execute these
transactions. E-commerce is typically refers to the sale physical products online, but it can also
describe any commercial transaction that is going through the internet platform. Whereas
Ebusiness refers to all aspects of operating an online business, ecommerce refers specifically to
the transaction of goods and services. (Rodda, 2018).

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Gelata, F. T., Gemada, S. C., & Han, J. (2022). Review on the E-commerce Business Models in Ethiopia. European Journal of Applied Sciences, 10(5).
48-58.

Types of E-commerce
E-commerce is classified based on different perspectives. A common classification of
ecommerce is based on the type of the transactions and the transacting members Rania
(2011)as cited by (Semeneh, 2018). The major types of e-commerce transactions are:
Ø Business-to-Business (B2B): e-commerce where transactions between and among
organizations which covers majority of e-commerce volume.
Ø Business-to-Consumer (B2C): e-commerce includes retail transactions of products or
services from businesses to individual shoppers. For example, the typical shopper at
Amazon.com is of this type. Since the sellers are usually retailers, we also call this type
e-tailing.
Ø Business-to-Business-to-Consumer (B2B2C): In business-to-business-to-consumer
(B2B2C) e-commerce, a business (B1) sells a product to another business (B2). B2 then
sells, or gives away, the product to individuals who may be B2‟s own customers or
employees.
Ø Consumer-to-Business (C2B): In consumer-to-business (C2B), people use the Internet
to sell products or services to individuals and organizations. Alternatively, individuals
use C2B to bid on products or services.
Ø Intra-business e-commerce: The intra-business e-commerce category refers to
ecommerce transactions among various organizational departments and individuals.
Ø Business-to-Employees (B2E): The business-to-employees (B2E) category refers to the
delivery of services, information, or products from organizations to their employees. A
major category of employees is mobile employees such as field representatives or repair
services that go to customers. E-commerce support to such employees is also called
business-to-mobile employees (B2ME).
Ø Consumer-to-Consumer (C2C): In the consumer-to-consumer (C2C) e-commerce
category individual consumers sell to or buy from other consumers. Examples of C2C
include individuals selling computers, musical instruments, or personal services online.

Overview on information and communications technology

The shift towards e-commerce is already transforming the behavior of consumers and
businesses. ICT applications and services role can be seen across the entire value chain of e-
commerce. The e-commerce process can divide into four stages: information gathering,
agreement, transaction, and delivery . Information and communication technology is a set of
theories and scientific-practical approaches and knowledge that facilitates the process,
production, information management, and communication. The combination of three parts
electronic integrated circuits and elements, information processing, and network requirements
have led to the concept of information and communication technology (Mangiaracina, 2019) .
The prosperity of electronic, telecommunication, and computer industries, gives information
wave that carries human beings to a new information era. The new technologies provide
important features i.e. volume of data and information which is generated, processed, and
analyzed . These kinds of features create a new technology called information technology which
facilitates working with high volume data and exchange of information. The word information
technology is used to support and optimize active information-based systems and facilitates
the analysis of information efficiently (Wang, 2020).

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Over the last decade, ICT has become an integral part of developing countries in development
programs. The country faces a significantly great gap between interest in the ICTs and
regulatory instruments and the policy developed by the government to enable the economic
development of the country ( Banga, 2019) . ICT has one of the major elements of a plan for
accelerated and sustainable development to end poverty in Ethiopia . E-commerce is the use of
digital information processing technology and electronic communications networks in
business transactions to create, transform, and redefine relationships among the organizations,
between individuals and organizations (Abad-Segura, 2020). E-commerce also refers to the
electronic exchange of information pre-sales and the use of electronic communications for
after-sales services. Different types of e-commerce are business-to-business (B2B); business-
to-consumer (B2C); consumer-to-consumer (C2C); business-to-government (B2G); and mobile
commerce (m-commerce) (Fox, 2021). E-commerce is an integral part of ITC and its
applications enable companies to communicate with their partners, suppliers, and consumers
on the internet efficiently and effectively. The fundamental changes are required in business
operational systems when the migration from traditional business to e-commerce is required.
One of the vital points in e-commerce is attracting customers' loyalty and trust which is
essential from a potential and opportunity point of view. The continuous growth and
development of successful e-commerce particularly depend upon consumers’ trust in e-
commerce transactions (Castro, 2018).

There is no doubt that electronic commerce presents enormous opportunities for consumers
and businesses (particularly for SMEs) in developing countries like Ethiopia. The prediction is
that with the right e-commerce policy framework and implementation strategy for rolling-out
e-commerce programmers and initiatives. It is also necessary enabling and regulatory
environment, the development and implementation of e-commerce will among other things
make it possible for Ethiopia. To develop its economy, improve its export earnings and facilitate
trade within the sub-region and with other countries on a global scale (Sundaram, 2018). The
importance of e-commerce and e-trade in developing Ethiopia's export-based cannot be under-
estimates the contribution to economic growth and socio-economic development of the
country. Ethiopian businesses could get benefit from trading their goods and services to
prospective customers (governments, businesses, and consumers) within the country (local or
domestic e-commerce), within the region (regional e-commerce), and on the global scale
(global e-commerce) (Mkwizu, 2019).

To assess the e-commerce potential in a country, it is useful to consider a simplified e-

commerce transaction process. Several facilitating factors influence the scope for implementing
e-commerce successfully such as online transactions i.e. e-payment, affordable internet access,
processes for paying for goods and services during online purchase, and effective solutions for
their delivery (electronically or physically) i.e. shipping (Jerene, 2018). The legal and regulatory
framework, skills to implement e banking system, ICT infrastructure, cross-country regulatory
differences, Digital literacy among consumers and businesses in terms of computer literacy,
language barriers, Facilitating foreign direct investment (FDI) drive in ICTs, which also
influence the extent to which enterprises and consumers are willing to transact
online (Misganaw, 2020).

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Gelata, F. T., Gemada, S. C., & Han, J. (2022). Review on the E-commerce Business Models in Ethiopia. European Journal of Applied Sciences, 10(5).
48-58.

Theoretical Models of E-Commerce Adoption

Technology Acceptance Model (TAM)
The Technology Acceptance Model (TAM) is an information systems theory. Davis (1989)
explains perceived usefulness as the degree to which a person believes that using a particular
system have benefit them in their job performance. In addition, perceived ease of use is the
degree to which the use of the system would be free from effort. The advantage of this measure
is its simplicity. The technology can have a multitude of capabilities; this is useful only if the
users perceive that it is useful for their job.

However, TAM is criticized as having limited explanatory ability. It is not possible to predict
using TAM if potential adopters have adopted a system based on perceived usefulness and ease
of use (Chuttur, 2009). Chuttur argues that TAM lacks any practical value. Furthermore,
adopters of technology are influenced by many factors; some of these factors include their
ability to use the technology, its affordability and its compatibility with their value and culture.
Any review of the literature and research on Information Communication Technology
acceptance and usage have indicate that TAM as one of the most significant models in the study
13 area. Thus, have a sound theoretical contribution to the study of e-commerce adoption.
Nevertheless, the model ignores the external pressure to the business of that affect the adaption
of e-commerce. So, when accepting this model it should be expanded to include some other
external factors that affect e-commerce.

Diffusion of Innovation Theory

Innovation diffusion is defined as “the process in which an innovation is communicated through
certain channels over time among the members of a social system” (Rogers, 2003, p. 5). Rogers
(2003) defined innovation as a perception of something new by a person or a group, which may
be an object, a service, an application, or merely a notion. Innovations have attributes,
perceived by potential adopters, which determine their ultimate take-up and use.

The diffusion of new technologies requires transparency and communication to enable users
to adapt and gain competency in the new business model. There are five stages of the innovation
diffusion process: knowledge, persuasion, decision, implementation, and confirmation. These
are the elements that are related to the need for information by the users of the innovation in
order to move from one stage to the next, with the creation of awareness and the provision of
information being considered as very important elements for the adoption of innovation
(Rogers 2003). The theory identifies the factors which facilitate or hinder the adoption of
technology to assess the rate of diffusion of a technology.

Although Rogers‟ (2003) model has been used widely to explain the adoption of innovation, it
fails to deal with other organizational and environmental factors (Cheung & Lee 2012). Whilst
Rogers‟ (2003) model contains communication channels, these can be extended to the
relationships between trading partners, but it falls short in capturing the dynamics of
interorganizational relationships (IOR) between trading partners (Arash & Jeffrey, 2010). For
example, the influence of power between the two engaging parties is not captured, although
some consider this to be a major factor in the adoption of e-commerce (Arash & Jeffrey 2010).

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Recent research (Parker & Castleman, 2009) noted that DOI has limitations because it does not
provide a lens for examining the nature of relationships between organisational and ind ividual
decision-making, and the complex social contexts (including change agents) in which firms
make decisions. Considering that e-commerce is a complex organisational technology, the
classical assimilation variables by themselves are unlikely to be strong predictors of adoption;
thus, additional factors should be added for better outcomes (Perez et. al 2004). Technological
change in business systems lead to innovation in a firm‟s business model.

Theory of Technology-Organization-Environment Model (TOE)

An analytical technique known as the TOE model was developed by Tornatzky and Fleischer
(1990). It measures three groups of organizational factors in the adoption of a firm‟s
technological innovation. The technological in this context describes both the internal and
external technologies which are relevant to the organization, and incorporates extant as well
as emerging systems and takes account of the various influences on the firm (Chau& Tam,
1997). The organizational context describes the characteristics of an organization that
encourage or discourage the adoption of technological innovation. Examples of these
characteristics include owner‟s IT knowledge, cost of ICT adoption, firm size, organizational
structure, executive support, human resource competencies, and available resources.

The external environment includes the firm‟s industry, competitive pressure, governmental
support, and access to external resources. This is consistent with Porter‟s (1985/1998)
arguments that a firm‟s strategic decisions depend, in part, on industry structures and
members, although the framework differs from DOI theory in its inclusion of environmental
factors. Baker (2012) postulated that the TOE framework would remain relevant and continue
to direct research on the adoption of innovation.

On the other hand many researchers agreed that technology, organization and environment
(TOE) model provide an excellent theoretical foundation for exploring information system
adoption behaviour within retail businesses.

The Perceived E-Readiness Model (PERM)

The Perceived e-Readiness model (PERM) is introduced by Molla and Licker (2005b). This
model was designed for e-commerce adoption by business in developing countries. The reason
given by them was that businesses in less developed countries encounter different problems to
businesses in developed countries. They are different in both the organizational and
environmental context. Hence, in regard to e-commerce adoption, it is not suitable if a model
that was originally developed based on business in developed countries is applied for business
in developing countries.

In this model, e-commerce adoption by business in developing countries is influenced by two

factors, which are Perceived Organizational e-Readiness (POER) and Perceived External
eReadiness (PEER). In this case, POER refers to:
Ø innovation imperative attributes - the organization‟s perception, comprehension, and
projection of e- commerce and its potential benefits and risk);
Ø managerial imperative attributes - the commitment of its managers;

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Gelata, F. T., Gemada, S. C., & Han, J. (2022). Review on the E-commerce Business Models in Ethiopia. European Journal of Applied Sciences, 10(5).
48-58.

Ø organization imperative attributes - key organizational components, such as its

resources, processes and business infrastructure ()” (Molla and Licker, 2005b: 879).

Barriers of E-commerce Ethiopia

Poor Telecommunication and Infrastructure Facility
ü The foremost requirement to have a good E-commerce market is the proper internet
access among customers and industries. According to IWS’ statistics Ethiopia has 107.5
million population out of which, only 15.3% have access to the internet. In the year 2017,
the number of mobile subscriptions reached 53 million, up 11% compared to the
previous year. The Ethiopian telecommunication monopolist also revealed that out of
the total subscribers, 25% use the internet and data. However, the number of
smartphone users is still low at below 5% (Nagender, 2016).
ü Without the infrastructure for internet use E-commerce cannot make a significant
improvement in business as far as revenue and profit are considered. Fig.2 shows the
details of ICT infrastructure available and its usage by the people. A total of 18.6 % of
inhabitants have the internet with them, and 14.1 % have an active broadband
connections. The only way to improve the situation of E-commerce in any country is to
increase the ICT infrastructure. The results of the study in ethiopia revealed that in
online apparel product shopping the lack of physical interaction with an item,
Customer’s fear of risk security and privacy and lack of E-commerce infrastructure are
the barriers of Ecommerce (Nagender, 2016).

Payment Collection
ü The main requirement for the payment collection is the availability of different payment
methods in a specific country. As far as Credit cards are concerned Ethiopian banks do
not issue credit cards, and only recently, the local financial institutions have started
using primary internet transactions through mobile and card banking services. To have
an online payment service, the internet facility should be there to make purchasing
online successful. Once you get paid by banking website, one finds oneself giving a
significant part of revenue (could be atleast 4% or more) even if one has a thin margin
in business, dishonest charges, chargebacks etc. Then merchant's become responsible
and accounted for within the business model. For countries like Ethiopia, one can start
the E-commerce business with Cash on Delivery (COD) option for the payments. Privacy
of nonpublic and commerce knowledge attached over the net not assured; security and
its confidentiality of knowledge.

Consumer Behavior
ü Consumer behavior and awareness play a vital part in the progress of E-commerce
business. This study indicates that consumer engagement used by Ecommerce firms
goes beyond reuse of product and repurchase intention and includes psychological and
behavioural aspects of consumers. The quality of Eservices provided by the firms is
critical in determining the extent to which consumers will engage (Isaac, 2016).
ü According to research from Visa, which took place in 2019, 72% of shoppers have
abandoned their shopping carts on retailer websites and apps as they find the payment
process tedious or concerns over online security. Also, from a study, it is clear that the
primary problem is security to lose customers. With various cyber-attacks making

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European Journal of Applied Sciences (EJAS) Vol. 10, Issue 5, October-2022

headlines in the news, it’s no wonder customers are anxious about inputting private
information, particularly details of the credit card. Their fear is justified, as few
customers know how dangerous online shopping can be (Javed, 2018).

Logistics
ü After the product is booked by the buyer ,the product should be delivered on the specific
location within the deadline. To have a successful delivery of product a well designed
logistic system should be available. Delivery of the merchandise should be in right
timeframe within the hands of safe and secure persons. Regular post does not deliver
the proper a suitable service leve whereas couriers services have high charges and
restricted reach. Logistic service plays an important role in the E-commerce business.
Ethiopia is lagging in the framework for the logistic system. As per study which describe
that foreign logistics providers are not welcome in ethiopia even the private sector
cannot participate in E-commerce effectively because of incapacity to set up individual
customs bonded warehousing, inability to access land, inability to raise capital,
confusion over customs bonded regulations (Javed, 2018).

After Sales Service

ü After-sales service is an essential part of the E-commerce business. After the product is
being sold to the customer and if the product is not good, then there must be a
replacement strategy or money refund system. After-sales service is the crucial pillar of
the E-commerce business, and that should be facilitated by the Ecommerce service
provider (Isaac, 2016).

Merchandiser Management
ü For successful implantation, it is necessary to have an advanced system for inventory
management. Most the suppliers will not hold any digital knowledge for their product.
No digital knowledge, no pretty images , no method to ascertain for daily overheads, to
stay updated web site convenience.

Taxation System
ü The countries taxation system also plays a prominent role in the development of the E-
commerce market. The tariff, Value Added Tax, entry tax, and to accompany much of
state-specific forms. The scarcity of experts in taxation system development area and
hindrances created by government policy and bank regulations is also a major concern
for companies trying to launch an E-commerce business (Isaac, 2016).
ü In taxation System Ethiopia where importers have to submit numerous documents to
process legal formalities with ERCA and other legal agencies, these formalities are even
more burdensome for Ethiopian importers regardless of the origin of the goods, and
SMEs may have the biggest burden. For companies engaged in E-commerce,
chamberization it would probably be a deal-breaker ((Javed, 2018).

CONCLUSION
E-commerce has unleashed; another revolution, however, is a dynamic approach that new
methodologies have evolved. From this study, it is concluded that lack of infrastructure, lack of
trust, security risk, and lack of legal framework are the significant challenges of the Ethiopian

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Gelata, F. T., Gemada, S. C., & Han, J. (2022). Review on the E-commerce Business Models in Ethiopia. European Journal of Applied Sciences, 10(5).
48-58.

E-commerce industry. Information technology, inappropriate knowledge and skill of

employees, lack of IT infrastructure, customer awareness, and customer behavior is the barrier
of Ecommerce in Ethiopia. It is therefore recommended that the number of internet users must
be increased. Implementation of a secured payment system must be ensured quick and
competent after-sales services have to be implemented, and to establish a successful E-
commerce platform, long-range vision and strategic planning approach are essential.

ACKNOWLEDGMENT!
江苏农业科技与“一带一路”国家合作路径研究，中国工程科技发展战略江苏研究院咨询研
究项目（中国工程院院地合作项目），JS2020ZT12, 2020.11-2021.10
The cooperative mechanism between Jiangsu province and countries of BRI initiatives
in agricultural science and technology. The project number is JS2020ZT12, funding
agency: Jiangsu Industrial Technology Research Institute!

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