E-Commerce in the Himalayas: Consumer Behavior and Adoption Challenges in Kinnaur District

Abstract

E-commerce has revolutionized consumer behavior worldwide by providing accessibility and ease. However, its adoption in high-altitude, remote areas like Kinnaur, Himachal Pradesh, faces challenges such as poor infrastructure, limited internet connectivity, and socio-economic barriers. This study employs a mixed-methods approach, combining surveys and interviews with Kinnaur residents and local merchants to explore the influence of technological adoption, digital literacy, and infrastructure constraints on buying behavior. Findings indicate that younger generations are adopting e-commerce for convenience and competitive pricing, while trust issues and limited infrastructure hinder broader acceptance. Digital literacy and platform accessibility significantly shape consumer attitudes toward online shopping. Despite these barriers, digital transformation is gradually advancing, with some local merchants leveraging e-commerce to expand their reach. To enhance adoption, the study emphasizes the need for improved digital infrastructure, strengthened consumer trust, and digital literacy initiatives. This research provides insights into integrating e-commerce into the socio-economic fabric of high-altitude regions, offering strategies to address unique challenges and unlock its potential.