The Growing Landscape of E-Commerce in Bhutan

3 min readJul 24, 2023

the e-commerce landscape in Bhutan was gradually evolving, driven by increasing internet penetration and smartphone adoption in the country. While Bhutan’s e-commerce market was still relatively small compared to other countries, there were notable developments that indicated a growing interest in online shopping and digital transactions.

Here are some key aspects of the growing landscape of e-commerce in Bhutan:

Internet Penetration: Internet penetration was on the rise in Bhutan, and more people were gaining access to the internet, especially through mobile devices. Increased internet availability contributed to the growth of online activities, including e-commerce.

Mobile Shopping: With the growing popularity of smartphones, mobile shopping was becoming more prevalent in Bhutan. Consumers were increasingly using their mobile devices to browse online stores, make purchases, and conduct digital transactions.

Local E-commerce Platforms: Several local e-commerce platforms emerged in Bhutan to cater to the domestic market. These platforms offered a range of products, including consumer goods, electronics, fashion items, and more.

Government Support: The Bhutanese government showed interest in promoting the digital economy and e-commerce. There were efforts to enhance digital infrastructure and create a conducive environment for e-commerce businesses to thrive.

Payment Solutions: E-commerce businesses were working on integrating various payment solutions to facilitate online transactions. Some local payment gateways were being developed to address the specific needs of Bhutanese customers.

Cross-Border Shopping: Bhutanese consumers were increasingly exploring cross-border shopping, purchasing products from international e-commerce websites. However, import restrictions and tariffs continued to be a consideration for international e-commerce companies looking to enter the Bhutanese market.

Logistics Challenges: The mountainous terrain and geographical remoteness of Bhutan posed challenges for logistics and delivery. Logistics providers were adapting to these unique challenges to ensure timely and efficient deliveries.

Consumer Behavior: Consumer behavior was changing with the growing availability of online shopping options. Consumers were becoming more comfortable with making purchases online and were seeking convenience and competitive pricing.

It’s important to note that the e-commerce landscape is dynamic, and developments may have occurred since my last update. The growth of e-commerce in Bhutan is likely to be influenced by factors such as advancements in technology, changes in government regulations, and shifts in consumer preferences. For the most up-to-date information on the current state of e-commerce in Bhutan, it’s recommended to refer to local sources, industry reports, and news outlets.