The Impact of American Marketplaces on Local Business and E-Commerce in Uzbekistan

This study examines the transformative influence of major U.S. online marketplaces—such as Amazon, Walmart, eBay, Etsy, and TikTok Shop—on the development of local businesses and the e-commerce ecosystem in Uzbekistan. By employing a mixed-methods approach that combines qualitative content analysis, a quantitative assessment of implementation plans, and regulatory review, this study uncovers important pathways through which American marketplace standards influence the technological, commercial, and institutional evolution of Uzbekistan’s digital economy over time. The results show that global marketplace models are among the most effective mechanisms that hasten modernization of domestic e-commerce infrastructures, leverage their exposure to enhance export opportunities for small and medium enterprises, and change consumer behavior by shifting them towards quality-specific digital consumption. The paper also presents national regulatory reforms, such as mandatory use of electronic fiscal receipts and registration procedures for marketplaces, which will help bringing Uzbekistan's digital trade environment more in line with international practice. In general, this research gives a more holistic vision of how rapidly local business practices and the local e-commerce landscape are transforming in Uzbekistan under the influence of global digital platforms.