An Analysis of Experiences and Operational Challenges of E-Commerce in Bhutan: Perspectives of Management Students and Registered Online Retailers

E-commerce, driven by the growth of the internet, is gaining momentum in Bhutan; however, its research remains focused on consumer satisfaction, with little attention to retailers. This mixed-methods study addresses this issue by analysing survey data of 387 management students and semi-structured interviews with six registered retailers. Thus, the work takes into account the perspectives of student consumers of Bhutanese e-commerce platforms on the premise of Oliver’s Expectation Confirmation Theory. Results showed aggregate service ratings remained above the 3.00 benchmark, though item-level analysis revealed significant technology performance gaps (time-saving: M = 3.84; ease of use: M = 3.87), service reliability (accuracy: M = 3.57), and product quality (absence of defects: M=3.17). Significant platform-specific exploratory associations were observed between product defects (p = 0.020), location constraints (p = 0.032), and site trust (p = 0.026). Findings reveal that customers valued convenience while expressing concerns over refund systems and data security. In parallel, retailers highlighted challenges such as adapting to advanced technologies, inconsistency in systems, and maintaining customer trust. These findings provide initial evidence on the dual perspectives of potential Bhutanese e-commerce consumers and retailers, emphasising the need to strengthen Bhutan’s emerging digital economy.