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INSPIRA-JOURNAL OF COMMERCE,ECONOMICS & COMPUTER SCIENCE(JCECS) [ Vol. 12 | No. 2 | April - June, 2026 ]

An Empirical Study on the Effect of E-Commerce Adoption on Income Generation among Rural Enterprises in India

Dr. Srinivasa. M

Purpose: The purpose of this study is to examine the effect of e-commerce adoption on income generation among rural enterprises in India, with special reference to Bengaluru North and Bengaluru South districts of Karnataka. The study also seeks to identify the key factors influencing e-commerce adoption and assess its impact on business performance and sustainability.

Design/Methodology: The study adopts a descriptive and analytical research design. Primary data were collected from 150 rural entrepreneurs through a structured questionnaire using a convenience sampling technique. Secondary data were obtained from journals, books, government reports and online sources. Statistical tools such as percentage analysis, chi-square test, correlation analysis and multiple regression analysis were employed to analyze the data and test the research hypotheses.

Findings: The findings reveal that e-commerce adoption has a significant positive impact on income generation and business performance among rural enterprises. The average monthly income of respondents increased substantially after adopting e-commerce platforms. The study further found that digital literacy, internet accessibility, online payment systems and government support positively influence e-commerce adoption. Correlation and regression analyses indicate a strong positive relationship between e-commerce usage and business performance. However, certain challenges continue to affect adoption, including inadequate internet connectivity, limited technical knowledge, cyber security concerns and logistical constraints. Despite these challenges, the overall impact of e-commerce adoption on rural enterprises is positive, contributing to increased market reach, higher sales revenue, improved customer engagement and enhanced business sustainability.

Srinivasa, M. (2026). An Empirical Study on the Effect of E-Commerce Adoption on Income Generation among Rural Enterprises in India. Journal of Commerce, Economics & Computer Science, 12(02), 178–186. https://doi.org/10.62823/JCECS/12.02.9003
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DOI:

Article DOI: 10.62823/JCECS/12.02.9003

DOI URL: https://doi.org/10.62823/JCECS/12.02.9003

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