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E-Commerce as a Strategy for Sustainable Value Creation among Selected Traditional Open Market Retailers in Enugu State, Nigeria

Author

Listed:
  • Ann Ogbo

    (Department of Management, University of Nigeria, Nsukka 410001, Nigeria)

  • Chinelo Constance Ugwu

    (Department of Management, University of Nigeria, Nsukka 410001, Nigeria)

  • Joy Enemuo

    (Department of Management, University of Nigeria, Nsukka 410001, Nigeria)

  • Wilfred Isioma Ukpere

    (Department of Industrial Psychology and People Management, Johannesburg Business School, College of Business & Economic, University of Johannesburg, Johannesburg 2006, South Africa)

Abstract

This paper aims to explore E-commerce as a strategy for sustainable value creation among selected traditional open market retailers in Enugu state. Every town in Nigeria boasts of an appreciable number of traditional retail markets, which play an essential role in African life, acting as both an economic necessity, and a cultural phenomenon that has helped to shape community ideas for centuries. Transactions are mainly conducted using cash. Increased sales, lower costs and enhanced sustainability are potential benefits accruable to the traditional retail markets, considering full adoption of E-commerce. Using a concurrent mixed method, this research used a descriptive survey design with a population, which comprised retailers in the selected traditional markets. A sample size of 234 was drawn from the selected markets using Bill Godden’s sampling size determination. Primary data were collected by questionnaire and interviews, and these data were analysed using descriptive statistics. Hypotheses were tested with chi square. It was concluded that E-commerce has the potential to open up vistas of opportunities in the traditional open markets when used strategically, thereby eradicating incidences of debt, which is a common factor in the traditional retail business, ensuring a mutually beneficial business relationship between retailer and consumer. This ultimately leads to a wider reach, higher transaction rates, bigger profits and sustainability.

Suggested Citation

  • Ann Ogbo & Chinelo Constance Ugwu & Joy Enemuo & Wilfred Isioma Ukpere, 2019. "E-Commerce as a Strategy for Sustainable Value Creation among Selected Traditional Open Market Retailers in Enugu State, Nigeria," Sustainability, MDPI, vol. 11(16), pages 1-18, August.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:16:p:4360-:d:256946
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    References listed on IDEAS

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    1. Syed Zamberi Ahmad & Abdul Rahim Abu Bakar & Tengku Mohamed Faziharudean & Khairul Anwar Mohamad Zaki, 2015. "An Empirical Study of Factors Affecting e-Commerce Adoption among Small- and Medium-Sized Enterprises in a Developing Country: Evidence from Malaysia," Information Technology for Development, Taylor & Francis Journals, vol. 21(4), pages 555-572, October.
    2. T.S. Kareem & S.K. Owomoyela & F.F. Oyebamiji, 2014. "Electronic Commerce and Business Performance: An Empirical Investigation of Business Organizations in Nigeria," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(8), pages 215-223, August.
    3. Barkley, David L. & Markley, Deborah M. & Lamie, R. David, 2007. "E-Commerce as a Business Strategy: Lessons Learned from Case Studies of Rural and Small Town Businesses," UCED Working Papers 112895, Clemson University, University Center for Economic Development.
    4. Qingyi Chen & Ning Zhang, 2015. "Does E-Commerce Provide a Sustained Competitive Advantage? An Investigation of Survival and Sustainability in Growth-Oriented Enterprises," Sustainability, MDPI, vol. 7(2), pages 1-18, January.
    5. repec:jpe:journl:766 is not listed on IDEAS
    6. Raphael Amit & Christoph Zott, 2001. "Value creation in E‐business," Strategic Management Journal, Wiley Blackwell, vol. 22(6‐7), pages 493-520, June.
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