Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Abstract

Challenges and Opportunities in the Adoption of FinTech in Emerging Markets

Author(s): Sanjay Pareek, Sana Maidullah and Vivek Soni

The FinTech business has demonstrated disruptive potential for altering global financial services, particularly in emerging markets. These economies, although providing great prospects for financial inclusion and technological innovation, also face considerable constraints such as inadequate infrastructure, regulatory inconsistency, and low consumer trust. This article explores the constraints and prospects for FinTech adoption in emerging economies by looking at legal frameworks, technology literacy, financial access, and economic development. Using a sample of 253 respondents from an emerging economy, this study uses a mixed-method approach to investigate the dynamics of FinTech adoption. The findings show that, while emerging markets are primed for FinTech growth, they must overcome barriers such as regulatory uncertainty and digital illiteracy to reach their full potential. Furthermore, investments in digital infrastructure and technology literacy programs are critical to accelerating FinTech adoption in emerging nations.

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