WHEN thousands of Bangladeshi consumers placed orders on Evaly only to see their money vanish, it wasn’t just a company that failed — it was the trust in the country’s entire e-commerce ecosystem. This event exposed the deep cracks in a sector that should have flourished but is held back by a persistent trust deficit. For a country on the cusp of digital transformation, these failures raise critical questions: how long will we allow fraud and inefficiency to define our e-commerce sector, and what will it take to change course?
Bangladesh’s e-commerce journey began in the early 2000s, with platforms like ClickBD.com and Rokomari.com introducing the concept of online shopping. Since then, the industry has grown significantly, bolstered by increasing smartphone penetration, cheap mobile data, and the rise of digital payment systems. Yet, the sector’s full potential remains unrealised. Rampant fraud, misleading advertisements, unreliable deliveries, and subpar payment security have left consumers sceptical and businesses struggling to build credibility.
The Evaly scandal of 2021 remains the starkest example of this trust crisis. Thousands of customers paid for products that never arrived, leaving a trail of shattered expectations and financial losses. The fallout from such incidents goes beyond individual consumers; it tarnishes the reputation of the entire e-commerce sector. Established platforms, which invest heavily in logistics and customer service, find themselves unfairly painted with the same brush as fraudulent actors. This cycle of distrust has led to an overreliance on cash-on-delivery, a system that, while comforting to consumers, creates inefficiencies for businesses, delays revenue realisation, and discourages innovation.
At the heart of this issue lies a critical question: who is responsible for restoring trust? The answer is collective. E-commerce platforms, consumers, regulatory bodies, and technology providers must each play their part. Without coordinated action, the promise of e-commerce as a driver of economic growth will remain unfulfilled.
First and foremost, businesses must take the lead in prioritising security and transparency. Secure payment gateways, like SSL Commerz and other encrypted systems, should become the norm, not the exception. Platforms must communicate product details, pricing, delivery timelines, and return policies to set accurate expectations. Verified customer reviews and robust refund mechanisms can go a long way in rebuilding consumer confidence. Simply put, businesses that do not invest in gaining trust will struggle to survive in an increasingly competitive market.
Second, raising consumer awareness is essential. Many first-time online shoppers fall victim to scams because they lack the tools to differentiate between reliable and fraudulent sellers. Social media campaigns, educational initiatives, and public service announcements can guide consumers on secure online shopping practices. E-commerce platforms should take an active role in educating their users — because an informed consumer is confident.
Third, the government must step up as a regulator and enforcer. A dedicated e-commerce regulatory body could transform by setting industry standards and holding unethical businesses accountable. Swift legal action against fraudulent actors and an efficient grievance redressal system would send a clear message: fraud will not be tolerated. These measures would also encourage new businesses to enter the market, knowing that a fair and level playing field exists.
Technology offers another avenue for change. Artificial intelligence-driven fraud detection, machine learning algorithms for monitoring suspicious activities, and regular cyber-security audits can help prevent scams before they happen. Platforms that invest in cutting-edge technology will not only protect their users but also position themselves as leaders in the industry. Innovation must become the backbone of Bangladesh’s e-commerce future.
Finally, improving logistics and delivery systems is non-negotiable. Timely and reliable deliveries are key to customer satisfaction, yet delays and inefficiencies remain common. Businesses should set clear expectations for shipping times and standardise COD procedures while incentivising digital payments. A robust logistics infrastructure will not only enhance the consumer experience but also reduce operational risks for businesses.
The stakes could not be higher. Bangladesh’s e-commerce sector has the potential to be a major driver of economic growth, creating jobs, fostering innovation, and integrating the country into the global digital economy. The question now is not whether e-commerce can succeed in Bangladesh but whether we have the will to address its foundational issues. Restoring trust will require effort, investment, and collaboration, but the rewards are worth it. A trustworthy digital marketplace will benefit everyone — consumers will shop with confidence, businesses will thrive, and the economy will soar.
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Samin Faruq Antor is a BBA student and Dr Mohammad Shahidul Islam is an associate professor at BRAC University.