A comparative study of e-commerce strategies and their impact on business performance: A study of online retailers in Niger State.
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Background of the Study: E-commerce has revolutionized the way businesses operate, providing opportunities for both established and new enterprises to reach a global audience (Chukwu & Adebayo, 2023). E-commerce strategies vary widely, including direct-to-consumer models, digital marketing techniques, and customer experience optimization strategies (Alabi & Sulaimon, 2024). In Nigeria, the e-commerce sector has witnessed significant growth, with online retailing becoming an increasingly popular channel for businesses in various sectors, including fashion, electronics, and consumer goods (Olawale & Adedeji, 2023).
In Niger State, the growth of online retailing is still in its nascent stages, and many online retailers face challenges related to logistics, payment systems, and customer trust (Muhammad & Abbas, 2024). However, e-commerce presents unique advantages, including lower overhead costs and the ability to reach a broader market. Despite the potential, the effectiveness of e-commerce strategies in driving business performance has not been sufficiently studied, particularly in the context of online retailers in Niger State. This study seeks to compare the e-commerce strategies employed by online retailers in the state and assess their impact on business performance.
Statement of the Problem: E-commerce strategies offer significant growth opportunities for online retailers, but many businesses in Niger State struggle to adopt and implement effective strategies due to infrastructural challenges and limited digital literacy. The impact of various e-commerce strategies on business performance in the context of Niger State remains underexplored. This study will address this gap by investigating the effectiveness of different e-commerce strategies employed by online retailers and how they influence business outcomes such as sales growth, market share, and customer satisfaction.
Objectives of the Study:
1. To compare the e-commerce strategies employed by online retailers in Niger State.
2. To assess the impact of e-commerce strategies on business performance in online retailing.
3. To identify the challenges and opportunities associated with e-commerce strategies for online retailers in Niger State.
Research Questions:
1. What e-commerce strategies are employed by online retailers in Niger State?
2. How do e-commerce strategies impact business performance in online retailing in Niger State?
3. What challenges do online retailers face in implementing e-commerce strategies in Niger State?
Research Hypotheses:
1. There is no significant difference in the e-commerce strategies employed by online retailers in Niger State.
2. E-commerce strategies significantly impact business performance in online retailing in Niger State.
3. Online retailers in Niger State face significant challenges in implementing e-commerce strategies.
Scope and Limitations of the Study: This study will focus on online retailers in Niger State and compare the e-commerce strategies they use to assess their impact on business performance. Limitations include potential biases in survey responses, challenges in measuring performance metrics, and the limited availability of data on e-commerce performance in the region.
Definitions of Terms:
• E-commerce Strategy: The approach and techniques used by businesses to engage in online retailing and drive sales through digital channels.
• Business Performance: The level of success achieved by a business, often measured in terms of revenue, market share, and customer satisfaction.
• Online Retailers: Businesses that sell goods or services to consumers via the internet.
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