International Business Research; Vol. 8, No. 7; 2015 ISSN 1913-9004 E-ISSN 1913-9012 Published by Canadian Center of Science and Education Consumer Expectation from Online Retailers in Developing E-commerce Market: An Investigation of Generation Y in Bangladesh Syed Mahmudur Rahman1 1 BRAC Business School, BRAC University, Dhaka, Bangladesh Correspondence: Syed Mahmudur Rahman, BRAC Business School, BRAC University, Dhaka, Bangladesh. E-mail:
[email protected] Received: June 1, 2015 Accepted: June 15, 2015 Online Published: June 25, 2015 doi:10.5539/ibr.v8n7p121 URL: http://dx.doi.org/10.5539/ibr.v8n7p121 Abstract This paper aims to investigate the expectation from online retailers in the context of Generation Y, as the target market group in Bangladesh. It also examines the similarities and dissimilarities between the global online retail market trend and the target group. Volunteer final year university students conducted face to face survey using structured questionnaires. Primary data was collected using paper-and-pencil method where interviewee completed the form in most of the cases. This research found differences between the expectations of consumers from online retailers and the online market trend in developed countries. Existing issues and directions for future online businesses have been discussed. Most of the males want to purchase ‘Clothing and footwear’ online, whereas ‘Jewelleries and Watches’ is the most desired online product category by females. Two third of Gen Y in Bangladesh is already shopping online with high interest in F-commerce. Online shopping abandon rate is high due to service quality issue. Lowering internet cost is driving the e-commerce growth.