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International Journal of Research in Management

Vol. 7, Issue 1, Part B (2025)

The impact of e-commerce on traditional retail business in Yangon, Myanmar

Author(s):

Zin Myo, Zin Ko Ko, Nan Wai Linn and Yin Ko Ko

Abstract:

This study explores how e-commerce has transformed traditional retail companies in Yangon, Myanmar. Increasing internet penetration and smartphone use have made e-commerce platforms more popular, bringing consumers convenience, product diversity, and competitive pricing. Traditional retailers, especially SMEs who rely on physical stores and face-to-face consumer connections, have struggled with this transformation. In this study, quantitative data from 243 traditional retail firms from business owner interviews examine how e-commerce affects sales performance, customer behaviour, and market dynamics. The data show that e-commerce has changed consumer choices, reducing customer shopping and customer loyalty. Traditional organizations have tried digital marketing and e-commerce platform collaboration, but these initiatives rarely scale or are effective enough to compete in a fast-digitizing market. According to the study, traditional retailers struggle to move to modern or fully digital models due to low digital literacy, poor infrastructure, and high operational costs. The research recommends regulatory initiatives, digital capacity-building, and hybrid business models to strengthen conventional merchants. Traditional Yangon shops may adapt to the changing retail scene and boost inclusive economic growth by integrating with e-commerce platforms and digital tools. This study emphasizes the need for tailored help to sustain traditional retail in the digital age.

Pages: 110-118  |  121 Views  70 Downloads


International Journal of Research in Management
How to cite this article:
Zin Myo, Zin Ko Ko, Nan Wai Linn and Yin Ko Ko. The impact of e-commerce on traditional retail business in Yangon, Myanmar. Int. J. Res. Manage. 2025;7(1):110-118. DOI: 10.33545/26648792.2025.v7.i1b.271
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