Barriers and Challenges to Develop Online Bookstores in Iran: Viewpoints from Managers

To study the barriers and challenges impacting development of online bookstores in Iran.
Through a qualitative approach and Miles and Huberman method for analyzing qualitative data, six managers of major online bookstores have been interviewed. The gathered data were analyzed and coded by MAXQDA software. Then, extracted codes categorized in major themes to address research questions.
Barriers and challenges for online bookstore development are fall into four main categories: network infrastructures, cultural issues, general issues of Iranian publishing industry and special issues of online bookstores.
Cultural and infrastructural issues are two most vital factors in developing online bookstores.