E-commerce and consumers satisfaction: Empirical evidence from digital marketing system of mango in Bangladesh

Customer satisfaction, loyalty, and trust are critical for the sustainability of e-commerce, yet challenges persist in developing countries. In Bangladesh, agro-based e-commerce particularly mango marketing expanded during the COVID-19 pandemic but remains at an early stage. This study examined the digital mango marketing system and factors influencing consumers satisfaction. A total of 145 consumers nationwide, who have already purchased mango through digital platforms, and 60 digital mango sellers were selected from Rajshahi and Chapainawabganj districts by using a convenience sampling technique for both the cases. Direct face-to-face interview (20) and telephone interview (40) method was used for collecting data from the digital sellers, and a google form was used via email address, Facebook id, and Facebook groups for collecting data from the consumers. The research found two major distinct distribution patterns in the digital mango marketing channel. First, approximately 23 percent of the total mangoes purchased by sampled consumers were delivered directly from producers (who act as a producer-cum-digital sellers) to consumers. Second, about 84 percent was procured by consumers from digital sellers functioning as retailers, who purchased mangoes directly from producers and subsequently sold them to consumers digitally. Together, this form of disintermediation reduces the role of traditional intermediaries, thereby lowering transaction and marketing costs, which can contribute to reduced consumer prices and improved market efficiency. The ordered logistic regression analysis revealed that consumers’ prior online shopping experience, perceived convenience, mango quality, and packaging quality were significant positive predictors of satisfaction with mango e-commerce. In contrast, higher levels of education were associated with lower satisfaction, suggesting that more educated consumers may hold higher expectations. Additionally, consumers in the highest income group were more likely to report high satisfaction compared to those in lower income groups. These findings underscore the importance of both product attributes and consumer characteristics in shaping satisfaction with the e-commerce sector. Policy recommendations included standardized grading and certification, producer training in digital literacy, and return/refund systems with stronger seller accountability to build trust and enhance market reliability of the emerging e-commerce sector in developing countries like Bangladesh. • Fruits purchases via e-commerce are surging in developing countries including in Bangladesh • Examined the digital mango marketing and determinants of consumers’ satisfaction on mango e-commerce in Bangladesh • Purchasing from producers by the digital sellers and selling it through e-commerce to consumers was the most prominent channel • Prior experience of online shopping, convenience shopping, quality of product attributes are the positive and significant predictors of consumers’ satisfaction on mango e-commerce.