TY  - JOUR
AB  - Purpose– This paper aims to evaluate the level of awareness and current usage rates of business‐to‐consumer (B2C) e‐commerce in Bahrain.Design/methodology/approach– A literature review was conducted along with a questionnaire. The questionnaire was distributed in different universities across Bahrain. This paper discusses the global growth of e‐commerce and then narrows it down specifically to Bahrain. After discussing the benefits of e‐commerce, it introduces the technical and non‐technical limitations and analyzes the questionnaire on the non‐technical limitations in Bahrain.Findings– The number of Bahraini residents who participated in e‐commerce was very low, mainly due to the feeling of insecurity when it comes to the level of regulations over the internet and privacy issues when it comes to providing personal information online.Research limitations/implications– The focus of this paper is to discuss e‐commerce from a consumer's point of view. Only the non‐technical limitations in B2C e‐commerce are broached and studied. The technical limitations and business aspects of e‐commerce are not discussed. Moreover, only a selected age group sample was chosen for the initial research.Practical implications– The paper provides useful information for businesses considering establishing a B2C environment in Bahrain, allowing them to identify what factors they may have to overcome in order to be successful.Originality/value– This paper will help in identifying key behavioral issues that are deterring performance of doing online purchasing and transactions. The survey results can help ease the acceptance of e‐commerce in Bahrain.
VL  - 1
IS  - 3
SN  - 1753-7983
DO  - 10.1108/17537980810909832
UR  - https://doi.org/10.1108/17537980810909832
AU  - Fryad Henari Tara
AU  - Mahboob Roohi
PY  - 2008
Y1  - 2008/01/01
TI  - E‐commerce in Bahrain: the non‐technical limitations
T2  - Education, Business and Society: Contemporary Middle Eastern Issues
PB  - Emerald Group Publishing Limited
SP  - 213
EP  - 220
Y2  - 2024/05/14
ER  -