Cross-Border E-Commerce and Traditional Retailers in Zambia: Insights from Amazon, Alibaba, and Jumia

Catherine Kalumba and Choolwe Mwiiya
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Catherine Kalumba: Mulungushi University
Choolwe Mwiiya: Mulungushi University

African Journal of Commercial Studies, 2026, vol. 7, issue 5

Abstract: Over the past years, cross-border e-commerce activities have increased rapidly worldwide thanks to digital advancements. This phenomenon has offered consumers significant benefits, particularly in terms of product variety and competitive pricing. However, the impacts of cross-border e-commerce on traditional retail in Zambia still remain underexplored. It is for this reason that this study investigated the influence that international platforms such as Amazon, Alibaba, and Jumia have on consumer behavior and retail competitiveness in Zambia. A qualitative research design was employed in the study. This involved 15 semi-structured interviews with traditional retailers in Lusaka and Ndola, as well as 2 focus group discussions with policymakers and industry representatives. The government publications, industry reports, and peer-reviewed literature were used to obtain secondary data that would provide more context and triangulation. The data were then analysed by using thematic analysis in order to identify the underlying patterns and themes in consumer behavior. The findings of the research revealed that middle-aged consumers are the most active participants in cross-border e-commerce. It established that affordability and product variety played a key role in driving the adoption of e-commerce services. Besides, the problems of consumer trust are found to be aggravated by delays in delivery, quality issues of the products, and inefficient consumer protection systems. Traditional retailers also reported experiencing increased price competition, changing consumer preferences, and reduced customer traffic as a result of the growing preference towards e-commerce services. Overall, evidence confirmed that cross-border e-commerce is indeed reshaping consumer habits in Zambia, despite the structural weaknesses in the retail sector. As such, policy reforms are needed to help address regulatory fragmentation, improve logistics and customs processes, and strengthen digital payment interoperability. For local retailers, adopting hybrid models such as click-and-collect provides a better opportunity to improve competitive advantage by leveraging both consumer trust in physical stores and the convenience of digital platforms.

Keywords: Cross-Border E-Commerce; Consumer Behavior; Retail Transformation; Social Media Marketing; Zambia (search for similar items in EconPapers)
JEL-codes: F13 L81 L86 M31 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsl:2026-075

DOI: 10.59413/ajocs/v7.i5.8

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