Unlocking the Potential of E-Commerce in Yemen: Identifying Key Impacting Factors and Exploring Strategic Solutions

Yaser Khaled Al Harazi, Gang Tian (), Syed Ahsan Ali Shah (), Ahmed Khaled Al Harazi, Saleh Yahya Alwan and Amr Mohammed Ali Amer
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Yaser Khaled Al Harazi: College of Economics and Management, Northeast Forestry University, Harbin 150040, China
Gang Tian: College of Economics and Management, Northeast Forestry University, Harbin 150040, China
Syed Ahsan Ali Shah: EMC3 Research Group, Science and Math Education Department, Universidad de Salamanca, 37008 Salamanca, Spain
Ahmed Khaled Al Harazi: School of Civil and Hydraulic Engineering, Huazhong University of Science and Technology, Wuhan 430074, China
Saleh Yahya Alwan: College of Economics and Management, Northeast Forestry University, Harbin 150040, China
Amr Mohammed Ali Amer: School of Economics and Management, Harbin University of Science and Technology, Harbin 150006, China

Sustainability, 2023, vol. 15, issue 18, 1-24

Abstract: This study offers a comprehensive analysis of the e-commerce ecosystem in Yemen, identifying key opportunities and impacting factors to growth, and suggesting suitable strategies for e-commerce startups. The study employs an integrated methodical approach, combining a literature review, and data analysis using Grey Analytic Hierarchy Process (Grey AHP) and Grey Technique for Order of Preference by Similarity to Ideal Solution (Grey TOPSIS). The literature review identifies opportunities, challenges, and strategic solutions. The Grey AHP assesses the relative importance of opportunities and challenges. The Grey TOPSIS ranks the best strategies that e-commerce startups in Yemen can adopt to leverage these opportunities and manage the negative effects of the barriers. The results show that large market potential, the underserved market, and the growing middle class represent the most significant opportunities. In contrast, economic and political instability, logistical challenges, and the lack of trust in online payments are the most significant impacting factors. To overcome these challenges, the top three strategies recommended are building strategic partnerships, offering secure payment and delivery options, and targeting the underserved market. By implementing these strategies, the e-commerce ecosystem in Yemen can prosper, take advantage of opportunities, and contribute to the country’s economic development.

Keywords: e-commerce; economic development; sustainable development; Grey AHP; Grey TOPSIS; Yemen (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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