| Abstract: | The rapid growth of the Internet has catalyzed the rise of electronic commerce (e-commerce),
a global phenomenon that facilitates international trade; however, many developing countries,
including Ethiopia, face significant barriers to fully harnessing its potential. This thesis
investigates the practices and challenges of e-commerce in Addis Ababa, revealing
critical obstacles such as security risks, lack of consumer trust, insufficient legal and regulatory
frameworks, inadequate ICT infrastructure, and limited market competition. To overcome these
challenges, the study recommends enhancing female participation in the e-commerce sector,
investing in ICT infrastructure, improving education and training programs, and developing
comprehensive e-commerce policies that adapt to technological advancements and evolving
market dynamics. Future research should focus on longitudinal studies to assess the impact of
these recommendations over time, explore specific case studies of successful e-commerce
implementations in similar contexts, and investigate the role of |
