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Advancing E-commerce Strategies in Small Retail Enterprises: Unveiling the Impact of Digital Literacy and Consumer Engagement Through PLS-SEM in India

In: Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)

Author

Listed:
  • Sukhpreet K. Thind

    (Chandigarh University, Assistant Professor, University School of Business)

  • Harjit Kaur

    (Punjab University, Assistant Professor, Dr S.S. Bhatnagar University Institute of Chemical Engg. & Technology)

  • Paramjit Sujlana

    (Sri Sukhmani Institute of Management, Dean Academics)

Abstract

Over the past decade, technological breakthroughs and the expansion of internet connectivity have significantly changed India’s digital landscape. This digital revolution has rippled through many industries, particularly e-commerce within the retail sector. The retail sector’s use of e-commerce solutions is more than simply a popular trend; it reflects a fundamental change in how businesses run and engage with their customer base. Internet usage rates in India are expected to rise significantly by 2026 from $38.5 billion at present to $200 billion [1]. This accelerating growth highlights the importance of using digital technologies by retailers to reach larger audiences through personalization of marketing activities as well as providing a better customer experience. The aim of the study is to investigate factors impacting behavioural intentions towards adopting electronic commerce innovation among small scale retail businesses in Indian cities. Results demonstrate a clear influence of digital literacy and consumer engagement on them while shaping adoption of future technologies.

Suggested Citation

  • Sukhpreet K. Thind & Harjit Kaur & Paramjit Sujlana, 2024. "Advancing E-commerce Strategies in Small Retail Enterprises: Unveiling the Impact of Digital Literacy and Consumer Engagement Through PLS-SEM in India," Advances in Economics, Business and Management Research, in: Nitin Pathak & Munish Gupta & Vikas Sharma & Amita Chaudhary (ed.), Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024), pages 97-123, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-544-7_8
    DOI: 10.2991/978-94-6463-544-7_8
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