THE IMPACT OF E-COMMERCE ON EMERGING MARKETS (A Case Study of Konga)

Ndace Silas and Mohammed Danladi

ABSTRACT

By 2022, cross-border business-to-consumer (B2C) online sales are estimated to account for 22% of total electronic commerce (e-commerce) worldwide (Forrester Research, 2019). The globalization of the internet and the resulting expansion of e-commerce has transformed the way people do business in recent years, allowing many organizations to increase their internationalization opportunities and also necessitating new business models and paradigms. This study is on the impact of ecommerce on emerging markets in Nigeria using Konga as a case study. Primary and secondary data were adopted. Taro Yamane’s Formula was used for the selection of 169 respondents. The Technology Acceptance Model and Organization System theory were used as theoretical framework. Chi-square test was adopted in the analysis and testing of hypothesis. It was found out that there is a significant relationship between e-commerce and emerging markets in Nigeria. The study recommended that Government should increase awareness of online business systems so that every business will be aware of the benefits of doing business online. Government should establish and empower all the small scale businesses that are coming up to enable them meet up with the present business expectations.

Keywords: Cross-border Electronic Commerce, Developed vs Emerging Markets, Digital Marketing Tactics