Assessing The Impact of Digital Marketing Strategies on E-Commerce Enterprises in Dhaka, Bangladesh

Abstract

The rapid growth of digital technologies has transformed the nature of commerce in developing countries, and Bangladesh is a key site of e-commerce activity. This research explores the influence of digital marketing strategies and delivery systems on the performance, customer engagement, and sustainability of e-commerce businesses in Dhaka, Bangladesh, particularly those owned by women. Through 10 detailed case studies of entrepreneurs in fashion, cosmetics, home-cooked food, handmade jewellery, accessories, and agri-products, the study examines how social media platforms such as Facebook, Instagram, and TikTok are used to promote brands, engage customers, and drive sales. This study illustrates that social media marketing, including live video, advertisements, product photos, and ratings and reviews, is perceived by entrepreneurs as a key driver of business expansion for micro and small enterprises in Dhaka. Online marketing has also allowed entrepreneurs to overcome geographical constraints, selling goods in rural Bangladesh and to the Bangladeshi diaspora overseas. Courier services like Pathao, RedX, and Steadfast Courier have been critical enablers, though there are significant differences between services within and outside Dhaka. Operational issues such as fake and cancelled orders, returns, delays, and a lack of professional digital marketing knowledge continue to plague entrepreneurs. These challenges notwithstanding, customer trust - driven by service quality, communication, and genuine reviews - is identified as the critical element for repeat transactions and sustainable growth. The research finds digital marketing is perceived to be a game-changing opportunity for economic empowerment, especially for women, and suggests measures to enhance digital skills, logistics, and online security to build on the momentum of Bangladesh’s burgeoning e-commerce industry.