Next Article in Journal
Spatiotemporal Dynamics of Water Yield Service and Its Response to Urbanisation in the Beiyun River Basin, Beijing
Previous Article in Journal
Entrepreneurial Resources, Complementary Assets, and Platform Sustainability
Article Menu

Export Article

Open AccessArticle

E-Commerce as a Strategy for Sustainable Value Creation among Selected Traditional Open Market Retailers in Enugu State, Nigeria

Department of Management, University of Nigeria, Nsukka 410001, Nigeria
Department of Industrial Psychology and People Management, Johannesburg Business School, College of Business & Economic, University of Johannesburg, Johannesburg 2006, South Africa
Author to whom correspondence should be addressed.
Sustainability 2019, 11(16), 4360;
Received: 15 June 2019 / Revised: 2 July 2019 / Accepted: 2 July 2019 / Published: 12 August 2019
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
PDF [391 KB, uploaded 12 August 2019]


This paper aims to explore E-commerce as a strategy for sustainable value creation among selected traditional open market retailers in Enugu state. Every town in Nigeria boasts of an appreciable number of traditional retail markets, which play an essential role in African life, acting as both an economic necessity, and a cultural phenomenon that has helped to shape community ideas for centuries. Transactions are mainly conducted using cash. Increased sales, lower costs and enhanced sustainability are potential benefits accruable to the traditional retail markets, considering full adoption of E-commerce. Using a concurrent mixed method, this research used a descriptive survey design with a population, which comprised retailers in the selected traditional markets. A sample size of 234 was drawn from the selected markets using Bill Godden’s sampling size determination. Primary data were collected by questionnaire and interviews, and these data were analysed using descriptive statistics. Hypotheses were tested with chi square. It was concluded that E-commerce has the potential to open up vistas of opportunities in the traditional open markets when used strategically, thereby eradicating incidences of debt, which is a common factor in the traditional retail business, ensuring a mutually beneficial business relationship between retailer and consumer. This ultimately leads to a wider reach, higher transaction rates, bigger profits and sustainability. View Full-Text
Keywords: value creation; E-commerce; retail; traditional market value creation; E-commerce; retail; traditional market

Figure 1

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

Share & Cite This Article

MDPI and ACS Style

Ogbo, A.; Ugwu, C.C.; Enemuo, J.; Ukpere, W.I. E-Commerce as a Strategy for Sustainable Value Creation among Selected Traditional Open Market Retailers in Enugu State, Nigeria. Sustainability 2019, 11, 4360.

Show more citation formats Show less citations formats

Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Related Articles

Article Metrics

Article Access Statistics



[Return to top]
Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top