Online Consumer Behavior in Bangladesh: A Comprehensive Review of E-commerce Adoption, Trust, and Socio-Cultural Dynamics

Abstract

The rapid development of online technologies and internet accessibility has transformed consumer purchasing habits worldwide, with Bangladesh being no exception. Over the past decade, the country has experienced steady growth in e-commerce use, driven by increased smartphone usage, mobile payments, and evolving consumer lifestyles. However, online consumer behavior in Bangladesh results from complex interactions among various factors, including digital literacy, socio-cultural influences, online transaction security, confidence in payment methods, and infrastructural challenges. This paper reviews existing literature on online consumer behavior in Bangladesh, comparing empirical, theoretical, and cross-market studies with other emerging economies. The review uses thematic categories such as the theoretical basis of consumer behavior, global and local ecommerce trends, digital literacy levels, trust and safety issues, socio-demographic impacts, and purchase intention models to provide a comprehensive understanding of the topic. Critical analysis of prior research reveals notable gaps, such as a focus skewed toward rural consumers, insufficient qualitative data on trust-building mechanisms, and a lack of longitudinal studies tracking changes in consumer attitudes over time. These findings highlight the need for policy actions to enhance payment security, improve digital skills, and foster consumer confidence, along with opportunities for businesses to address socio-cultural 
factors. The review concludes by proposing future research directions to deepen understanding of online consumer behavior in Bangladesh’s rapidly expanding digital marketplace. 
Keywords: Online Consumer Behavior, E-commerce Adoption, Bangladesh Market, Digital Literacy, Payment Security, Socio-cultural Factors, Customer Trust, Purchase Intention