When digital services cannot become fully digital

Digital ticketing services have brought significant relief to home-bound passengers in the country, particularly during the Eid season, when thousands rush to secure tickets to travel home. Despite the growing availability of online ticketing services, promoted by both public and private platforms, many Bangladeshis still prefer to stand in long lines rather than redeem tickets online.

This reluctance may seem puzzling in a country that boasts one of the fastest-growing internet user bases in South Asia. With over 75% of the population connected to the internet and mobile financial services like bKash and Nagad reshaping commerce, one might expect digital ticketing to be the default choice. Yet, the reality is more complex.

For many, the shift to online platforms is fraught with doubt. Stories of fake websites, failed transactions, and unresponsive customer service circulate in abundance on social media and in casual conversations. These are not isolated incidents — they reflect a broader trust deficit in the digital ecosystem. The anxiety is not just about the unfamiliar; it is about the possibility of being cheated, of losing money without recourse, and of having no one to turn to when things go wrong.

But the picture is not entirely static. Recent data from Shohoz, one of Bangladesh's major online ticketing platforms, offers a glimpse of a changing trend. During the Eid-ul-Fitr season this year, Shohoz reported an 80% increase in online ticket purchases compared to regular weeks or months. This record-breaking surge reflects growing comfort with at least the purchasing part of the digital process.

Yet, a closer look at how those tickets were used tells a more nuanced story. Despite this rise in online purchases, only 15% of users chose to redeem their tickets digitally, for example, by scanning a QR code or presenting a digital confirmation. The vast majority, 85%, still visited the brick-and-mortar counters or bus operators to convert their e-tickets into paper tickets or to seek face-to-face boarding approval. In effect, the transaction began online but ended offline. The same trend continues even during the Eid-ul-Azha.

While that 15% redemption rate is triple the usual figure — signaling some momentum toward full digital adoption — it also highlights a major behavioral bottleneck. People may be willing to buy online, but they are not yet ready to trust the system enough to rely on it entirely. Whether it is concerns about network reliability, staff refusing to accept digital proof, or simple habit, the preference for paper tickets and physical validation remains dominant.

Putting the matter straight, central reasons for this wariness are a pervasive lack of trust in digital platforms. Over the past decade, there have been numerous cases of fraudulent ticketing websites and apps scamming users. We have become used to fraudulent messages related to digital services almost every other day. The absence of reliable verification mechanisms and weak consumer protection laws only amplifies the fear of financial losses. For many, the risk of being cheated online far outweighs the convenience offered by digital services. In sociological terms, this reflects Anthony Giddens' concept of the disembedding of trust, where modern systems rely on trust in abstract mechanisms rather than in person and face-to-face interactions. In a poor regulatory framework, people return to what they consider more secure, personal forms of exchange.

For many, the shift to online platforms is fraught with doubt. Stories of fake websites, failed transactions, and unresponsive customer service circulate in abundance on social media and in casual conversations. These are not isolated incidents — they reflect a broader trust deficit in the digital ecosystem.

If one cancels a ticket through Shohoz, the refund is issued through a mobile financial services (bKash, Nagad, Rocket, etc.) account. Normally, the refund process takes a maximum of 8 working days to complete. However, during Eid, due to high server load and increased transactions, the process may take a little longer. The platforms strive to issue refunds within the stipulated time and provide maximum support to ensure customers do not face any inconvenience. Yet, the bottom line is the delay in the refund process, which further erodes the trust of people in the services.

Some issues remain, as people fail to reschedule their journey date digitally during the maddening rush of Eid time. That means the services are still to be digitized 100 percent; nonetheless, responsibility mostly falls on the transport company rather than the platforms.

Added to this trust issue is the country's digital divide. While official figures from BTRC in 2024 show that over 75% of the population has internet access, the quality and consistency of that access vary dramatically. In rural areas and among older generations, limited digital literacy remains an almost insurmountable barrier. Many potential users are either unfamiliar with online processes or intimidated by unfamiliar interfaces. Digital exclusion leads to broader socio-economic marginalization, and in this case, exclusion from digital ticketing systems reinforces pre-existing inequalities. As lack of access to education hinders people's empowerment, as theorized by Amartya Sen, digital exclusion also leaves the same kind of impact on society.

Another strong pulling factor is the deep-rooted preference for cash-based transactions. In Bangladesh, cash is not just a medium of exchange — it is embedded in the culture as a tangible and trustworthy way to make transactions. Even with the widespread adoption of mobile financial services like bKash and Nagad, integration with ticketing services is often inconsistent or incomplete. As a result, users often find themselves unable to combine the convenience of mobile payments with ticket purchases, given the lack of app usage, it remains out of reach for hundreds and thousands of people.  

Furthermore, the performance and reliability of online services often do not inspire confidence. During high-demand periods, such as train ticket sales before Eid, servers frequently crash or become unresponsive. The absence of clear refund policies, difficulty in getting customer service, and limited grievance redress mechanisms further frustrate the users. These issues compound a sense of helplessness in the face of technical failure. For many, the digital route feels like a gamble with no support system in place if things go wrong.

Even the platforms themselves often fail to communicate effectively. Poor design and user experience, including limited support for Bengali or unclear instructions, discourage users from trying the service again after a failed attempt. Many ticketing websites and apps lack live support or easy complaint-filing options, further distancing the average user. In a country where many first-time users are not fluent in English or familiar with digital interfaces, this becomes a major accessibility barrier.

From a psychological perspective, behavioral economics offers insight into this resistance. The concept of loss aversion explains why users prefer the certainty of standing in line to the uncertainty of a potentially failed online transaction. People are more sensitive to the risk of losing money online than to the inconvenience of waiting in queues, especially when there is no guarantee of recovery if something goes wrong.

A way forward

To overcome these barriers, several steps can be suggested. First, trust must be built through strict regulation and certification of ticketing platforms, ensuring accountability and protection for consumers. Second, bridging the digital divide through community training and education can equip more people with the skills and confidence to engage online. Offering hybrid payment models, such as online booking with offline payment, could also provide a transitional model that respects existing habits while encouraging gradual digital adoption.

Finally, platforms must improve both technical reliability and user experience, particularly through multilingual support, better customer service, and clear refund policies. A robust digital ecosystem must be built not just on technology, but on accessibility, transparency, and trust.

In conclusion, the hesitancy surrounding online ticket redemption in Bangladesh is not irrational — it is a rational response to systemic weaknesses. To change this, digital inclusion must be paired with real-world confidence-building, ensuring that the promise of technology aligns with the lived realities of its users.

Protik Bardhan is a senior sub-editor at the Daily Prothom Alo. 

Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the opinions and views of The Business Standard.