ROLE OF E-COMMERCE IN RURAL ECONOMIC DEVELOPMENT

Abstract

E-commerce has emerged as a pivotal force in reshaping the global economy, with particular relevance to rural regions. In India, where the rural economy remains a significant part of the overall economic structure, e-commerce has the potential to transform livelihoods, create job opportunities, and improve access to goods and services. This paper aims to explore the role of e-commerce in rural economic development, particularly in the context of India. The research investigates the opportunities and challenges faced by rural populations in adopting e-commerce, focusing on its impact on income generation, rural entrepreneurship, market access, and infrastructure. It also analyzes case studies of successful e-commerce platforms targeting rural markets, offering insights into how these platforms have bridged the urban-rural divide. The findings highlight the potential of e-commerce to foster inclusive economic growth, but also underscore the challenges of digital illiteracy, infrastructure deficits, and market access that rural areas still face.