IDEAS home Printed from https://ideas.repec.org/a/zib/zbmecj/v9y2025i1p35-45.html

The Impact Of E-Commerce Growth On Traditional Retail Marketing In Nigeria

Author

Listed:
  • Aniediabasi James Udom

    (Department of Marketing, Heritage Polytechnic, Eket, Nigeria.)

Abstract

This article examines how the development of e-commerce has impacted the marketing strategies of traditional retailers in Nigeria, specifically in terms of altering consumer behaviour, advertising tactics, and the changes these retailers have undergone. With the current trend of online stores like Jumia, Konga, PayPorte, and others influencing the retail world, consumer demands have been changing, with more people requiring convenience, speed, and a personalised shopping experience. The paper discusses how traditional retailers in Nigeria are adapting to these changes by adopting digital strategies, such as utilising e-commerce platforms, digital marketing, and omnichannel retail models. It further emphasises how logistics innovation has helped promote the growth of e-commerce and improve the customer experience. The paper also examines the long-term impact of e-commerce development on the retail sector, including the adoption of new technologies such as AI, augmented reality, and big data, as well as the future of traditional retail in a marketplace increasingly based on digital technologies. Finally, the paper highlights how traditional retailers in Nigeria can be safeguarded through digital transformation by implementing a strategy that effectively integrates digital tools, consumer engagement strategies, and innovation. It is hoped that future studies will examine how consumer behaviour is changing, the adoption of omnichannel approaches, and the utilisation of new technologies in retail marketing.

Suggested Citation

  • Aniediabasi James Udom, 2025. "The Impact Of E-Commerce Growth On Traditional Retail Marketing In Nigeria," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 9(1), pages 35-45, November.
    • Handle: RePEc:zib:zbmecj:v:9:y:2025:i:1:p:35-45
    DOI: 10.26480/mecj.01.2025.35.45
    as

    Download full text from publisher

    File URL: https://myecommerecejournal.com/wp-content/uploads/2025-issue1/1mecj2025-35-45.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.26480/mecj.01.2025.35.45?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Olaleye Olalekan Olumide & Kolade Akinpelu Ayobami, 2025. "Impact of Social Media Marketing on Customers Purchase Decision of Selected Online Super Stores in Lagos, Nigeria," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 12(3), pages 493-503, March.
    2. Anirban Adhikary & Krishna Sundar Diatha & Sourav Bikash Borah & Amalesh Sharma, 2021. "How does the adoption of digital payment technologies influence unorganized retailers’ performance? An investigation in an emerging market," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 882-902, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sohn, Stefanie, 2024. "Consumer perceived risk of using autonomous retail technology," Journal of Business Research, Elsevier, vol. 171(C).
    2. Vikram Choudhary & Rajesh K Aithal, 2023. "Low-cost Technologies for Kirana (Small) Retail: A Game Changer?," IIM Kozhikode Society & Management Review, , vol. 12(2), pages 250-258, July.
    3. Malobi Mukherjee & Jacob Wood, 2021. "Consolidating Unorganised Retail Businesses through Digital Platforms: Implications for Achieving the UN Sustainable Development Goals," Sustainability, MDPI, vol. 13(21), pages 1-28, October.
    4. Alexey I. Shinkevich & Svetlana S. Kudryavtseva & Vera P. Samarina, 2023. "Ecosystems as an Innovative Tool for the Development of the Financial Sector in the Digital Economy," JRFM, MDPI, vol. 16(2), pages 1-15, January.
    5. Sharma, Amalesh & Pathak, Surya & Borah, Sourav Bikash & Adhikary, Anirban, 2022. "Collaboration strategies in buyer-supplier relational (BSR) networks and sustainable firm performance: A trade-off story," International Journal of Production Economics, Elsevier, vol. 253(C).
    6. Jeffrey S. Allen, 2024. "Pay it forward (digitally): sizing up the global impact of electronic wages on digital payment usage," Journal of Economics and Finance, Springer;Academy of Economics and Finance, vol. 48(1), pages 107-128, March.
    7. Sachin Kumar Sharma & P. Vigneswara Ilavarasan & Stan Karanasios, 2024. "Small businesses and FinTech: a systematic review and future directions," Electronic Commerce Research, Springer, vol. 24(1), pages 535-575, March.
    8. Birigozzi, Andrea & De Silva, Cristina & Luitel, Prabesh, 2025. "Digital payments and GDP growth: A behavioural quantitative analysis," Research in International Business and Finance, Elsevier, vol. 75(C).
    9. Lu, Steven Qiang & Pauwels, Koen, 2024. "More transactions but a lower average transaction value: How mobile payment apps influence consumer purchases through time-savings," International Journal of Research in Marketing, Elsevier, vol. 41(4), pages 761-776.
    10. Sofian Shamsuddin & Herwina Rosnan & Siti Qausar Mohd Shuraddin, 2025. "Digital Leap or Digital Lag? How COVID-19 Reshaped Microenterprise Adoption in Malaysia’s Retail Sector," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(5), pages 5659-5669, May.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zib:zbmecj:v:9:y:2025:i:1:p:35-45. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Zibeline International Publishing The email address of this maintainer does not seem to be valid anymore. Please ask Zibeline International Publishing to update the entry or send us the correct address (email available below). General contact details of provider: http://myecommerecejournal.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.