The state of E-Commerce adoption among Micro, Small and Medium-Sized Enterprises (MSMEs) in Chirundu, Zambia

Abstract

This study delves into the landscape of e-commerce adoption among micro, small and medium-sized enterprises (MSMEs) in Chirundu, Zambia, aiming to understand prevailing practices, challenges, and influencing factors. With objectives centered on assessing e-commerce extent, identifying adoption influencers, and examining SME challenges, the research utilizes a structured questionnaire for data collection. The study employs quantitative analysis, including descriptive statistics and inferential methods, to derive insights from 230 respondents. The findings reveal a diverse e-commerce adoption landscape, with local online marketplaces, Facebook, and WhatsApp Business being widely embraced compared to company websites and certain social media channels. Demographic characteristics, ownership structures, and business models significantly shape adoption, emphasizing the need for tailored interventions. Challenges include a moderate lack of awareness about e-commerce types and concerns related to security, trust, unreliable internet, lack of skill, and complexity. The policy implications and recommendations advocate for tailored training programs addressing diverse demographic needs, emphasizing user-friendly platform development, strengthening cybersecurity through collaborative efforts, and fostering support for digital payment solutions. Additionally, collaboration with digital marketing experts and sector-specific interventions are recommended to drive sectoral growth. This study contributes insights for policymakers, business support entities, and stakeholders, providing a roadmap for enhancing e-commerce adoption among Chirundu MSMEs. The findings can inform strategies in similar contexts, facilitating a more inclusive and effective approach to fostering digital resilience among MSMEs.