Tucked away in the Himalayas, Bhutan is not just renowned for measuring Gross National Happiness but is also making strides in its e-commerce sector and logistics landscape. Despite the challenges posed by mountainous terrain and limited infrastructure, the country is progressively embracing technology to facilitate e-commerce growth.

While official data on Bhutan's e-commerce industry is scarce, market reports indicate that although small, the sector is on an upward trajectory. The industry primarily revolves around food and grocery delivery, with electronics and fashion also gaining traction. Bhutanese consumers are increasingly opting for online shopping, attracted by the convenience of avoiding traffic and crowded markets. In 2020, e-commerce revenue in Bhutan was estimated at USD 11.6 million, with an expected annual growth of 12%. The COVID-19 pandemic has notably accelerated e-commerce adoption, pushing many businesses to pivot online as a survival strategy.

Efforts to enhance last-mile delivery are ongoing, with logistics consulting firms aiding Bhutanese businesses in leveraging technology, such as drones and e-bikes, to navigate the challenging terrain. However, the rugged landscape remains a significant hurdle, often causing delays and potential damage to goods during transit.