Abstract:
The present study aimed to investigate the hurdles hindering the acceptance of
electronic commerce (e-commerce) among supermarket retailers in Limpopo, South
Africa. Specifically, the objectives were to discern the interrelationships between
technological, organisational, and environmental barriers influencing e-commerce
adoption, managerial strategies employed to address these challenges and the
outcomes of actual implementation of e-commerce. Data collection was executed
through online questionnaires distributed to 141 participants via Google Forms.
Subsequently, the gathered data underwent analysis using Statistical Package for the
Social Sciences (SPSS) version 26, with rigorous tests conducted to ensure reliability
and validity. Pearson correlation analysis was employed to examine the associations
between variables.
The findings revealed significant associations between the obstacles impeding ecommerce adoption among supermarket retailers and the managerial interventions
aimed at overcoming these barriers. Moreover, a positive relationship was observed
between managerial strategies to address challenges and the perceived usefulness
and ease of use of e-commerce technologies. Notably, these strategies also exhibited
a correlation with the actual outcomes of e-commerce adoption.
Based on the results, it is recommended that supermarket retailers in the Limpopo
Province consider implementing targeted managerial interventions to address the
identified challenges hindering e-commerce adoption. These may include investing in
staff training programs, enhancing technological infrastructure, and fostering a
supportive organizational culture conducive to e-commerce integration. Additionally,
fostering collaborations with industry stakeholders and seeking guidance from ecommerce experts could provide valuable insights and resources for navigating the
complexities of e-commerce adoption. By proactively addressing these
recommendations, supermarket retailers can position themselves more effectively to
capitalize on the opportunities afforded by e-commerce and enhance their
competitiveness in the marketplace.
