Unlocking inguistic frontiers: the role and impact of English in the e-commerce ecosystem of Bangladesh

Abstract

This study explores the intricate relationship between language use and customer behavior within Bangladesh's e-commerce landscape. Analyzing survey responses and social media observations, the research identifies three key language-related factors impacting user interactions with e-commerce platforms: language availability, consistency, and social influence. The findings reveal a strong preference for clear communication in users' familiar languages. Participants emphasized the importance of multilingual support, particularly Bengali and English options, for inclusivity and user satisfaction. Furthermore, maintaining a consistent tone and style across platforms fosters trust and brand loyalty. The research also highlights the negative impact of language barriers on user experience. Difficulties encountered by users on platforms like Foodpanda underscore the need for clear and user-friendly language. A significant finding is the positive response to e-commerce platforms that demonstrate cultural sensitivity. Integrating cultural elements into language strategies, such as promotions that respect local traditions, strengthens user connection and brand preference. The overall results of the study demonstrate how crucial language is in shaping Bangladesh's e-commerce landscape. By prioritizing clear communication, multilingual support, and cultural sensitivity, businesses may cultivate stronger customer relationships, build credibility, and achieve long-term success.