Bridging the digital divide: Examining the pros and cons of social commerce adoption in rural areas

Abstract

This study analyse the pros and cons associated with the adoption of social commerce in rural areas. While social commerce holds immense potential for rural businesses to reach broader markets and enhance economic opportunities, several barriers hinder its effective implementation. Limited internet infrastructure, low digital literacy rates, and lack of access to online payment systems pose significant challenges for rural communities. However, by investing in infrastructure, providing digital literacy programs, and fostering community partnerships, rural areas can overcome these obstacles and leverage social commerce for inclusive economic development. This research offers simple yet effective strategies to bridge the digital divide and unlock the full potential of social commerce in rural regions.