Adoption of E-Commerce in Johannesburg Retail Sector

Abstract

The rapid expansion of electronic commerce or e-commerce in the recent years is increasingly blurring the boundary between "conventional" and "electronic" commerce. Despite the rapid growth, e-commerce needs improvements for better adoption and efficient usage. This paper examined forces driving the adoption and usage of e-commerce in retail sectors within Johannesburg, South Africa. The study used quantitative approach and collected data from about 100 business owners and consumers in Johannesburg North using structured questionnaire. The study revealed that the internal driving force has contributed to the adoption of e-commerce, including initiation by owners, clients and service providers. It was observed that the business owners are being driven to adopt e-commerce (i) due to recommendations from business associates, (ii) for competitive advantage, and (iii) to cater for customers' online preferences. They mostly reported using Internet and websites to promote their products and search for new or potential suppliers, as well as to order goods from suppliers and send electronic invoices to customers.