Authors: Assistant Professor Dr. Geethpriya B, Ms. Ananya Maity G
Abstract: This study examines the opportunities that digital marketplaces present for rural micro and small enterprises (MSEs) in India. It investigates how online platforms enhance market access, reduce transaction costs, and foster innovation among rural entrepreneurs. The research explores the role of e-commerce, mobile applications, and government-led digital initiatives in empowering rural businesses, while also addressing challenges such as digital illiteracy, infrastructure deficits, and trust barriers. Based on primary data from 120 rural entrepreneurs, the findings indicate that digital marketplaces can substantially improve competitiveness, income generation, and long-term sustainability of rural enterprises, provided they are complemented by supportive policies and targeted training programs.
DOI: http://doi.org/
