Digital Leap or Digital Lag? How COVID-19 Reshaped Microenterprise Adoption in Malaysia’s Retail Sector

Sofian Shamsuddin, Herwina Rosnan and Siti Qausar Mohd Shuraddin
Additional contact information
Sofian Shamsuddin: Arshad Ayub Graduate Business School, University Technology MARA, 40450 Shah Alam, Malaysia
Herwina Rosnan: Arshad Ayub Graduate Business School, University Technology MARA, 40450 Shah Alam, Malaysia
Siti Qausar Mohd Shuraddin: Eco World Development Group Berhad

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 5, 5659-5669

Abstract: The COVID-19 pandemic disrupted traditional retail operations, forcing micro-enterprises to adopt digital tools for survival. While existing literature examines digital transformation in small and medium enterprises (SMEs), microenterprises (businesses with fewer than 10 employees) face unique challenges due to limited resources, technological literacy, and infrastructural constraints. This study investigates the digital adoption patterns of micro-retailers during the pandemic, focusing on the drivers, barriers, and sustainability of such transitions. Through content analysis of the secondary data, this paper investigates how micro-retailers leveraged low-cost digital solutions (e.g., WhatsApp Commerce, mobile payments) and assesses whether these changes were sustained post-pandemic. Findings reveal that while crisis-driven adoption was widespread, long-term digital integration remains inconsistent due to resource constraints, trust, lack of digital culture training, and cultural resistance. The paper contributes to policy discussions on supporting micro-enterprises in digital economies.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... ssue-5/5659-5669.pdf (application/pdf)
https://rsisinternational.org/journals/ijriss/arti ... ysias-retail-sector/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:9:y:2025:issue-5:p:5659-5669

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().