E-COMMERCE MARKETING STRATEGIES IN EMERGING MARKETS: EVIDENCE AND IMPLICATIONS FOR CENTRAL ASIA

Abstract

This article presents a systematic literature review of e-commerce marketing strategies in emerging markets, examining their applicability and adaptation requirements in the Central Asian context. Publications from 2010 to 2024 indexed in Scopus, Web of Science, and Google Scholar were analysed. The review covers theoretical frameworks for e-commerce marketing, key strategic dimensions including search engine optimisation, social media marketing, personalisation, and mobile-first strategies, consumer behaviour specificities in emerging digital markets, trust-building mechanisms, and localisation challenges. The analysis reveals that e-commerce marketing effectiveness in emerging markets is highly context-dependent, with trust, mobile accessibility, and culturally adapted content emerging as the most critical success factors. Social commerce shows particularly strong adoption potential in collectivist cultures characteristic of Central Asia. The review identifies substantial gaps in empirical marketing research on e-commerce in Uzbekistan and proposes a framework for context-sensitive digital marketing strategy development.