Linking Supply Chain Gaps to Consumer Inhibitors: A Data-Driven Study of Rural E-Commerce in Saudi Arabia

Sarah Hakami and Ali Alyatimi

International Business Research, 2025, vol. 18, issue 6, 46

Abstract: This study investigates how supply chain infrastructure gaps constrain e-commerce growth in rural Saudi Arabia through the use of postal data, geospatial mapping, and consumer surveys. Results reveal significant regional disparities, with Jazan and Najran recording 4–5 postal facilities per 100,000 residents compared with only 0.7 in Riyadh. Key inhibitors include unclear regulations (66%), inability to inspect products (58%), lack of trust (39%), and limited home delivery (35%), reflecting persistent weaknesses in last-mile logistics. Correlation analysis (r=0.69, p>0.05) indicates a positive but statistically insignificant relationship between postal coverage and perceived delivery reliability. Overall, inadequate supply chain connectivity remains a major barrier to rural digital inclusion. Expanding postal and logistics infrastructure is therefore essential to strengthen consumer trust and achieve equitable e-commerce growth in line with Saudi Arabia's Vision 2030.

Date: 2025
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