Adoption of Ecommerce by Micro and Small Businesses of HO Tribe in West Singhbhum Jharkhand

Abstract

newline This study investigates the adoption of e commerce by micro and small businesses newlineowned by the Ho tribe in West Singhbhum, Jharkhand. With the rapid growth of digital newlineinfrastructure in India, e-commerce has emerged as a transformative tool for entrepreneurs newlinein remote and tribal areas. The research focuses on understanding how Ho tribe entrepreneurs are integrating digital platforms such as mobile commerce, social media, and digital payment systems into their business practices. The study surveyed 385 Ho tribe entrepreneurs engaged in various micro and small businesses to assess the extent, benefits, and challenges of e-commerce adoption. Using a mixed-method approach, including quantitative analysis through paired sample t-tests and Qualitative insights from interviews, the study reveals that while a significant number newlineof entrepreneurs have adopted digital tools, challenges such as digital literacy, newlineInfrastructure limitations and market access persist. Results indicate a positive impact newlineOf e-commerce on business performance, customer reach, and operational efficiency. newlineThe findings highlight the importance of targeted digital training, improved newlineConnectivity, and policy support to bridge the digital divide and empower tribal newlineentrepreneurs. This research contributes to the understanding of inclusive digital newlinedevelopment and provides recommendations for stakeholders aiming to promote newline