Business Analysis of Customer Experience in Emerging E-commerce Markets: A Case Study of Uzum Market and Wildberries in Uzbekistan

This study presents a business analysis of customer experience in Uzbekistan’s emerging e-commerce market through a comparative case study of Uzum Market and Wildberries. A total of 100 negative customer reviews (50 from each marketplace) in the computer glasses product category were manually collected and analyzed using qualitative content analysis and descriptive statistics. Customer complaints were classified into four operational categories: Product Quality, Logistics, App & Technology, and Customer Service. The results indicate that product-related issues account for the overwhelming majority of customer dissatisfaction, while logistics problems represent only a small proportion of complaints. Keyword analysis further identified recurring issues such as ineffective blue-light protection, incorrect product characteristics, order fulfillment errors, poor product fit, and misleading product presentation. Based on these findings, the study proposes practical recommendations for improving seller quality control, product information transparency, and warehouse operations. The research demonstrates how customer reviews can be transformed into actionable business insights for marketplace management in emerging digital economies.