Abstract
This paper aims to investigate the challenges and opportunities faced by e-commerce businesses in mitigating fraud risks and promoting sustainability. The literature review delves into the complexities associated with fraud mitigation, including the need for a balance between fraud prevention and customer experience. Additionally, the review explores the potential of innovative technologies such as AI and blockchain for fraud prevention. Sustainability challenges for e-commerce businesses are also discussed, including the lack of awareness and the complicated supply chain. However, the review identifies opportunities for businesses to address these challenges using sustainable materials and renewable energy. The research methodology employed semi-structured interviews with 10 e-commerce businesses in Pakistan, from various industries and business sizes. Results suggest that while significant challenges exist, businesses can take advantage of technological advancements and sustainable practices to mitigate risks and promote sustainability. AI and blockchain technology for fraud prevention, sustainable packaging materials, and renewable energy sources for sustainability were highlighted as potential opportunities for e-commerce businesses.
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