THE IMPACT OF E-COMMERCE ON TRADITIONAL SALES CHANNELS
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THE IMPACT OF E-COMMERCE ON TRADITIONAL SALES CHANNELS
This research assesses the impact of e-commerce on traditional sales channels. Objectives are: (1) to evaluate the shift in sales from traditional to online channels, (2) to analyze the challenges faced by traditional retailers, and (3) to identify strategies for integrating e-commerce with traditional sales. A survey design is chosen for its ability to provide quantitative insights from numerous respondents. Using Taro Yamane's formula, the sample size is 310, ensuring a reliable dataset. The study focuses on the retail sector in Lagos, Nigeria, where e-commerce is rapidly growing. The reliability coefficient score is 0.85, indicating high consistency. Findings show that e-commerce significantly impacts traditional sales channels, with many customers preferring online shopping for convenience. Recommendations include adopting an omnichannel approach to integrate online and offline sales and enhancing the in-store experience to retain customers.
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