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

Ann Ogbo, Chinelo Constance Ugwu, Joy Enemuo and Wilfred Isioma Ukpere
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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

Sustainability, 2019, vol. 11, issue 16, 1-18

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.

Keywords: value creation; E-commerce; retail; traditional market (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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