Challenges Traditional Firms Encounter when Launching Online Sales Services: Bangladesh Viewpoint

Abstract

Brick-and-Click organizations (Brick and Click Organizations) have emerged as a new type of business that aims to provide consumers with a seamless experience while purchasing products online. This study seeks to identify and understand the challenges that traditional businesses face when attempting to launch online sales services. The study employs a descriptive research design to address the research issues. Semi-structured interviews were conducted with key- decision-makers in such enterprises to get qualitative insights into the challenges faced by the businesses. This study's target population consists of Bangladeshi brick and click businesses. Online data were collected from a total of 1,036 respondents. The data were analyzed using descriptive statistics. The findings suggest that, businesses face a variety of online sales obstacles. Respondents from businesses indicate that their online sales difficulties were influenced by the product or service they sell and their interactions with customers, including their age, gender, and nature. Customers' distraction during online shopping is a common issue for click-only businesses. According to this study, however, brick- and-click retailers perceived it as a moderate challenge. The classic retail challenges of building personal relationships and providing a tactile product experience are not as daunting for brick and click businesses as they are for online-only businesses. By taking a proactive approach to the issues identified in this study, brick-and click businesses can not only overcome the immediate challenges but also position themselves favorably for future growth and success in the digital marketplace.