Belizean Consumers and Entrepreneurs Online

Characteristics and Determinants

Abstract

This study explores Belize’s emerging online marketplace using 2024 World Bank Findex survey data. Characteristics and determinants of online buyers and sellers were examined through descriptive and multivariate analyses. Two research questions drive our study: 1) what are the characteristics of Belizean online buyers and sellers? And 2) what are the determinants of Belizean online buyers and sellers? Findings highlight demographic and financial factors, such as gender, education, and smartphone access, that shape e-commerce participation. Women, educated, and employed individuals are more likely to buy online, while increasing age negatively correlates with online engagement. Urban, educated, and higher-income individuals, especially women, are more likely to sell online, aided by digital familiarity. Past in-person mobile or card payment experience strongly predicts buyer and seller online activity. Limitations, future research, and policy implications are briefly explored.