International Journal of Social Science Research (IJSSR)

The Role of Digital Literacy in E-Commerce Adoption Among Local Vendors in Rural Rajasthan

This research paper investigates the pivotal role of digital literacy in influencing the adoption of e-commerce among local vendors in rural Rajasthan. With rapid digitalization reshaping retail and consumer behaviours, rural markets remain largely underrepresented in digital commerce due to infrastructural and educational challenges. The study employs a mixed-methods approach, combining quantitative surveys of 150 local vendors across five rural districts with qualitative interviews to gain deeper insights into barriers and enablers of digital adoption. Findings reveal that vendors with basic digital literacy skills are significantly more likely to engage with e-commerce platforms, leveraging tools such as digital payments, social media marketing, and online marketplaces to expand their customer base. However, the lack of targeted digital training, poor internet connectivity, and limited access to smartphones hinder broader participation. The paper highlights the critical need for inclusive digital literacy programs tailored to local contexts, emphasizing vernacular content and hands-on training. It concludes that fostering digital competence among rural vendors can bridge the digital divide and unlock new economic opportunities. The study offers policy recommendations for government bodies, NGOs, and private stakeholders to collaborate in promoting digital education and infrastructure, thereby enabling sustainable e-commerce ecosystems in rural India.