"Drive-In" as E-Commerce Strategy in Ghana

The study sought to critically analyze the impact, awareness and importance of Drive-In as electronic commerce strategy in Ghana. The high demand of consumers and competition among Ghanaian markets has caused changes in electronic commerce strategy as a result of technological innovations, increased awareness and improved supply chain management. This paper uses Ababio Express (a supermarket in Ghana) as a case study in exploring the impact, awareness and importance of Drive-In as e-commerce strategy. On the whole, a “Drive-In” framework was proposed which formed the basis for a successful e-commerce site to aid online shopping. The study revealed that E-commerce is one of the fastest and easiest way of shopping for busy people in Ghana. This has made the transition to internet shopping a necessity for organizations. Despite its benefits, developing countries still lag behind in the adoption of electronic commerce. The study further explored the history of drive-in markets in other countries, their impacts and innovations as time went on and drive-in today. The findings show that there is room for service quality as in improving online shopping in the Ghanaian supermarkets. Recommendations and suggestions for future research were presented in the end.