Decision-Making and Financial Performance in E-Commerce SMEs: Perceptions on Data Analytics and Artificial Intelligence

The study explored and interpreted the perceptions of managers of Romanian small and medium-sized enterprises (SMEs) in the e-commerce sector regarding the effects of adopting data analytics and artificial intelligence technologies on decision-making processes and financial performance. The research was conducted using a qualitative approach based on 25 semi-structured interviews with managers and business owners. The data were processed through manual coding, supported by thematic analysis using QDA Miner Lite. The following dimensions were examined: the level of adoption of digital technologies, the factors that drove their implementation, the perceived influence on the decision-making process, and the effects on financial performance. The results revealed an intermediate level of digital maturity, dominated by the use of descriptive analytics, while AI applications were only partially implemented. The main barriers identified were the deficit of digital competencies and financial constraints, with variations across firm size categories. As these barriers are overcome, the adoption of data analytics and artificial intelligence technologies contributed to a more rigorous grounding of decision-making and to improved financial performance through sales optimisation, cost reduction, and inventory management efficiency. The study provided a contextualised understanding of the adoption of advanced technologies by Romanian SMEs, capturing specific features and nuances of managerial experiences that are difficult to quantify through quantitative approaches, thus contributing to the expansion of empirical knowledge in the field of e-commerce.