CHALLENGES OF IMPLEMENTING DIGITAL MARKETING AND E-COMMERCE IN SMALL BUSINESS
Keywords:
digital marketing, e-commerce, small business, SME, digital transformation, implementation challenges, Uzbekistan.Abstract
This thesis examines the principal challenges that small and medium-sized enterprises (SMEs) encounter when implementing digital marketing strategies and e-commerce operations. Drawing on a synthesis of recent literature and observations from the small business sector in the Republic of Uzbekistan, the paper identifies five categories of challenges: financial, human capital, technological-infrastructural, organizational-cultural, and regulatory-institutional. The interconnected nature of these challenges and proposed directions for addressing them are discussed.
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