E-Commerce Platforms and Their Impact on Fish Product Supply Chains in India: A Comprehensive Analysis

Abstract

This study examines the transformative impact of e-commerce platforms on India's fish product supply chains from 2018 to 2022. Using a mixed-methods approach, we analyze primary data from 450 stakeholders (fishermen, retailers, and consumers) across six coastal states and secondary data from government and industry reports. Key findings reveal a 27.4% reduction in post-harvest losses (from 38% to 27.6%) and a 22.1% increase in fishermen's net income due to e-commerce adoption. Our structural equation modeling shows that digital platform integration explains 41.3% of supply chain efficiency improvements (β = 0.643, p < 0.001). The study identifies three phases of e-commerce adoption: incubation (2018–19), acceleration (2020–21), and consolidation (2022). Regional disparities are evident, with Kerala achieving 34.2% adoption rates compared to West Bengal's 18.7%. The COVID-19 pandemic accelerated platform adoption by 3.4 times, highlighting the resilience of digital solutions. Policy recommendations include ₹8,200 crore investments in cold chain infrastructure and standardized quality certifications. This study underscores the potential of e-commerce to enhance sustainability and equity in India’s fisheries, aligning with SDG 14.b goals for small-scale fisheries access to markets. This research provides actionable insights for policymakers, platform developers, and fisheries stakeholders to optimize India's aquatic food systems.