E-Commerce and Internet Marketing in Yemen: Opportunities and Challenges

Ahmed Al-Halili, Li Hongxin


Nowadays, information and communication technologies (ICT) are advancing in a fast speed. It is widely acknowledged that businesses can benefit a lot from the process of applying the advanced technology in both B2B and B2C Marketing. For example, both the behaviors of buying and selling can be completed based on Internet and information system, and this is called e-Commerce. Under this situation, the internet marketing has emerged. It is represented by e-Marketplace which is known as a virtual place. The emergence of e-platforms is helpful for businesses to find more customers and finish the business transactions effectively and efficiently. Despite the limitations and obstacles in adopting and implementing e-commerce, SMEs can still enjoy the benefits of e-commerce. Yemen is still developing the basic elements of an e-commerce infrastructure such as networking, electronic payments and IT-related services, including information technology education and training. Yemen has recently gained higher mobile subscriptions and Internet access penetration rates. The increased use and popularity of mobile phones in Yemen has opened the door to large-scale introduction of e-commerce. Due to the high penetration rate and infrastructure construction, Yemen has good potential to apply ICT and e-commerce.

However, Yemeni e-commerce must overcome the lack of experience and skills such as ICT and e-commerce, the concentration of ICTs in urban areas, and the shortage of information technology personnel and facilities. The document suggests that effective e-commerce adoption and implementation should be conducted under carefully designed national ICT and e-commerce development plans and guidelines.

Keywords: Electronic commerce, information and communication technology, electronic business, mobile commerce, developing countries, technology transfer, emerging economies, digital economy, Middle East, Yemen.

DOI: 10.7176/EJBM/11-21-04

Publication date:July 31st 2019

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