IDEAS home Printed from https://ideas.repec.org/a/aif/journl/v34y2024i1p108-116.html
   My bibliography  Save this article

Impact of E-Commerce as a Business Tactic on Sales Growth of SMEs in Nairobi

Author

Listed:
  • Fredrick Kariithi Githui

    (Strategic Management/Business Development Consultant, Associate Faculty, KCA University, Nairobi, Kenya. & PhD in Business Administration Candidate, Jomo Kenyatta University of Agriculture and Technology, Juja, Kenya.)

  • Jane Wangari Njuru

    (Public Management/Leadership Consultant & Senior Lecturer/Director Partnerships & Collaborations, KCA University, Nairobi, Kenya.)

Abstract

In recent years, the global business environment has experienced a paradigm shift, with technological advancements influencing consumer behavior and reshaping traditional modes of commerce. E-commerce, encompassing online platforms, electronic payments, and digital marketing, has emerged as a game-changer for businesses, providing them with a dynamic channel to connect with a wider audience. For SMEs in Nairobi, often characterized by resource constraints and intense market competition, adopting E-commerce strategies becomes imperative to navigate the contemporary business terrain. The surge in technological advancements and the widespread adoption of digital platforms have significantly transformed the business landscape, particularly for Small and Medium-sized Enterprises (SMEs) in Nairobi. While the integration of e-commerce is often viewed as a strategic business tactic with the potential to enhance sales growth, there remains a gap in understanding the nuanced impact of this approach on SMEs in the Nairobi region. Therefore, there is need to bridge this research gap by conducting a thorough investigation into the impact of e-commerce as a business tactic on the sales growth of SMEs in Nairobi. The theoretical framework for this study draws upon the Technology-Organization-Environment (TOE) framework, coupled with elements from the Diffusion of Innovations theory. The research design for this study employed a quantitative research method to provide a comprehensive understanding of the phenomenon. Stratified random sampling was employed to ensure representation from different sectors. Statistical analysis was employed to examine the relationships between adoption of e-commerce and sales growth using SPSS. The findings reveal a diverse landscape of adoption of e-commerce among SMEs in Nairobi, with notable representation across different industry sectors. The findings resonate with existing literature that emphasizes the positive association between e-commerce adoption and sales growth for SMEs.

Suggested Citation

  • Fredrick Kariithi Githui & Jane Wangari Njuru, 2024. "Impact of E-Commerce as a Business Tactic on Sales Growth of SMEs in Nairobi," International Journal of Science and Business, IJSAB International, vol. 34(1), pages 108-116.
    • Handle: RePEc:aif:journl:v:34:y:2024:i:1:p:108-116
    as

    Download full text from publisher

    File URL: https://ijsab.com/wp-content/uploads/2338.pdf
    Download Restriction: no
    File URL: https://ijsab.com/volume-34-issue-1/6680
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Razaz Waheeb Attar & Ahlam Almusharraf & Areej Alfawaz & Nick Hajli, 2022. "New Trends in E-Commerce Research: Linking Social Commerce and Sharing Commerce: A Systematic Literature Review," Sustainability, MDPI, vol. 14(23), pages 1-38, November.
    2. Arsalan Hussain & Minhas Akbar & Arfan Shahzad & Petra Poulova & Ahsan Akbar & Rohail Hassan, 2022. "E-Commerce and SME Performance: The Moderating Influence of Entrepreneurial Competencies," Administrative Sciences, MDPI, vol. 12(1), pages 1-16, January.
    3. Richard Apau & Felix Nti Koranteng & Samuel Adu Gyamfi, 2019. "Cyber-Crime and its Effects on E-Commerce Technologies," Journal of Information, Conscientia Beam, vol. 5(1), pages 39-59.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Leogrande, Angelo, 2024. "Companies with at least 10 Employees Selling Online across the Italian Regions," SocArXiv y3t4j, Center for Open Science.
    2. Liyuan Jiang & Quanxi Li & Xiaoding Wu, 2023. "The Impact of Clothing E-Store Image on Intention Based on Search and Purchase Phases: From the Perspective of Sustainable Marketing," Sustainability, MDPI, vol. 15(1), pages 1-20, January.
    3. Arman Poureisa & Yuhanis Abdul Aziz & Siew-Imm Ng, 2024. "Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce," Sustainability, MDPI, vol. 16(6), pages 1-23, March.
    4. Md. Nazmus Sakib & Mustafa Raza Rabbani & Iqbal Thonse Hawaldar & Mohammad Abdul Jabber & Jubait Hossain & Mohammad Sahabuddin, 2022. "Entrepreneurial Competencies and SMEs’ Performance in a Developing Economy," Sustainability, MDPI, vol. 14(20), pages 1-18, October.
    5. Juhani Ukko & Minna Saunila & Sariseelia Sore & Tero Rantala & Mina Nasiri, 2023. "Exploring the Effect of E-Business Operations on E-Business Performance: Moderating Effect of Responsiveness to the Supplier," SAGE Open, , vol. 13(3), pages 21582440231, August.
    6. Abuelkassem A. A. Mohammad & Ibrahim A. Elshaer & Alaa M. S. Azazz & Chokri Kooli & Mohamed Algezawy & Sameh Fayyad, 2024. "The Influence of Social Commerce Dynamics on Sustainable Hotel Brand Image, Customer Engagement, and Booking Intentions," Sustainability, MDPI, vol. 16(14), pages 1-19, July.
    7. John Kiplangat Cheruiyot BA DipEd MSc MBA, 2024. "The Resilience of Micro and Small Enterprises in Kenya from a Strategic Perspective: A Systematic Literature Review," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(3s), pages 3197-3218, August.
    8. Ana Maria Mihaela Iordache & Alexandru Ionescu & Vlad Gabriel Cârstea & Hanna Chung & Nicoleta Rossela Dumitru & Bogdan Glăvan, 2023. "Scenarios to Improve E-Commerce SMEs Activity Based on Their Classification: A Case Study on Romania," Sustainability, MDPI, vol. 15(15), pages 1-19, August.
    9. Pijo Hazel & Aguilar Aethyl & Catarongan Mitzie Ann & Orioque Janet & Atibing Nadine May & Wenceslao Charldy & Evangelista Samantha Shane & Aro Joerabell Lourdes & Maturan Fatima & Yamagishi Kafferine, 2023. "Methodology of an interpretive structural map construction for social commerce success," Engineering Management in Production and Services, Sciendo, vol. 15(3), pages 101-114, September.
    10. Ibrahim A. Elshaer & Mansour Alyahya & Alaa M. S. Azazz & Mahmoud A. Mansour & Abuelkassem A. A. Mohammad & Sameh Fayyad, 2024. "Understanding the Nexus between Social Commerce, Green Customer Citizenship, Eco-Friendly Behavior and Staying in Green Hotels," Sustainability, MDPI, vol. 16(4), pages 1-21, February.
    11. Olha Semenda & Yuliia Sokolova & Olena Korovina & Oleksandra Bratko & Iryna Polishchuk, 2024. "Using Social Media Analysis to Improve E-commerce Marketing Strategies," International Review of Management and Marketing, Econjournals, vol. 14(4), pages 61-71, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aif:journl:v:34:y:2024:i:1:p:108-116. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Farjana Rahman (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.