Evaluation of Barriers to E-commerce in Malawi using Grey Relational Analysis

E-commerce (electronic commerce) provides a convenient way of buying or selling products online and is popular choice in certain segments societies worldwide. The significance e-commerce has been observed during the COVID-19 crisis, where customer preferences shifted from physical stores to due lockdowns social distancing. be more effective developed countries than developing such as Malawi difference resources required for sustainability growth e-commerce. current study evaluated barriers ranked them using Dynamic Grey Relational Analysis model. Using primary data collected customers Malawi, found that lack trust systems limited access cell phones computers payment methods are most significant barriers. both human technical (infrastructure) factors hindering Malawi.