ISSN: IJSB: 2520-4750 (Online), 2521-3040 (Print) JSR : 2708-7085 (online)

Impact of E-Commerce as a Business Tactic on Sales Growth of SMEs in Nairobi

 Author (s)

Fredrick Kariithi Githui & Dr. Jane Wangari Njuru PhD


In recent years, the global business environment has experienced a paradigm shift, with technological advancements influencing consumer behavior and reshaping traditional modes of commerce. E-commerce, encompassing online platforms, electronic payments, and digital marketing, has emerged as a game-changer for businesses, providing them with a dynamic channel to connect with a wider audience. For SMEs in Nairobi, often characterized by resource constraints and intense market competition, adopting E-commerce strategies becomes imperative to navigate the contemporary business terrain. The surge in technological advancements and the widespread adoption of digital platforms have significantly transformed the business landscape, particularly for Small and Medium-sized Enterprises (SMEs) in Nairobi. While the integration of e-commerce is often viewed as a strategic business tactic with the potential to enhance sales growth, there remains a gap in understanding the nuanced impact of this approach on SMEs in the Nairobi region. Therefore, there is need to bridge this research gap by conducting a thorough investigation into the impact of e-commerce as a business tactic on the sales growth of SMEs in Nairobi. The theoretical framework for this study draws upon the Technology-Organization-Environment (TOE) framework, coupled with elements from the Diffusion of Innovations theory. The research design for this study employed a quantitative research method to provide a comprehensive understanding of the phenomenon. Stratified random sampling was employed to ensure representation from different sectors. Statistical analysis was employed to examine the relationships between adoption of e-commerce and sales growth using SPSS. The findings reveal a diverse landscape of adoption of e-commerce among SMEs in Nairobi, with notable representation across different industry sectors. The findings resonate with existing literature that emphasizes the positive association between e-commerce adoption and sales growth for SMEs.

Keywords: E-commerce, Small and Medium Enterprises (SMEs), Business Tactic, Sales Growth, Nairobi.

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Title: Impact of E-Commerce as a Business Tactic on Sales Growth of SMEs in Nairobi
Author: Fredrick Kariithi Githui & Dr. Jane Wangari Njuru PhD
Journal Name: International Journal of Science and Business
ISSN: ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
Media: Online
Volume: 34
Issue: 1
Issue publication (Year): 2024
Acceptance Date: 08/03/2024
Date of Publication: 16/03/2024
Free download: Available
Page: 108-116
First Page: 108
Last Page: 116
Paper Type: Research paper
Current Status: Published


Cite This Article:

Fredrick Kariithi Githui & Jane Wangari Njuru (2024). Impact of E-Commerce as a Business Tactic on Sales Growth of SMEs in Nairobi. International Journal of Science and Business, 34(1), 108-116. DOI:

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About Author (s)

Fredrick Kariithi Githui (Corresponding author), Strategic Management/Business Development Consultant, Associate Faculty, KCA University, Nairobi, Kenya. & PhD in Business Administration Candidate, Jomo Kenyatta University of Agriculture and Technology, Juja, Kenya.

Dr. Jane Wangari Njuru PhD, Public Management/Leadership Consultant & Senior Lecturer/Director Partnerships & Collaborations, KCA University, Nairobi, Kenya.


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