An Empirical Investigation on the Variables Affecting Electronic Commerce Adoption in Nigeria
DOI:
https://doi.org/10.63385/jemm.v2i2.407Keywords:
Descriptive Statistics, E-Commerce Adoption, Digital Transformation, Technology Acceptance, Online Commerce, NigeriaAbstract
This empirical study examines the important factors impacting enterprises' e-commerce deployment in Nigeria using the Unified Theory of Acceptance and Utilization of Technology and the Technology–Organization–Environment framework. While these models have been widely utilized in a variety of contexts, they may not include all of the characteristics necessary for the e-commerce market. To close this gap and improve their explanations of users' decisions to embrace and use e-commerce, the study introduced new characteristics that can help organizations make successful digital transformations while also increasing the model's ability to characterize consumer e-commerce acceptance behaviour. A quantitative survey of 336 respondents was carried out utilizing the convenience sample technique to obtain measurable data for the investigation of relationships between multiple influencing variables. Data was analysed using descriptive and inferential statistics methods. The findings revealed that, while effective e-commerce implementation could significantly improve the socioeconomic well-being of businesses and consumers, insufficient Information and Communication Technology (ICT) infrastructure, poor internet connectivity, concerns about transaction security, high internet service costs, and e-commerce technology implementation all pose significant barriers to mainstream e-commerce adoption and utilization in Nigeria. To improve living standards and promote inclusive economic growth, the study recommended that the government and network providers address the barriers to e-commerce adoption, such as insecurity, high data subscription fees, electricity, and poor network services.
References
[1] Oloruntuyi, A.O., Ojeka, O.J., 2023. How does mobile commerce services affect the performance of small and medium enterprises in Nigeria: Evidence from Ondo and Ekiti. Fuoye Journal of Management Innovation and Entrepreneurship. 2(1), 278–287.
[2] Ogunbiyi-Badaru, N.O., Alao, N.O.B., Dudu, N.O.F., et al., 2024. The impact of FX and fixed income integration on global financial stability: A comprehensive analysis. Comprehensive Research Review on Science and Technology. 2(2), 83–91. DOI: https://doi.org/10.57219/crrst.2024.2.2.0039
[3] Cheshmehzangi, A., 2025. Bridging innovation and sustainability: Global insights on ICT applications. In Urban Innovation and Sustainability. Springer: Singapore. pp. 23–43.
[4] Qin, Z., Wang, G., Deng, W., et al., 2025. Introduction to E-Commerce. Springer Nature: Singapore.
[5] Massamba, K.P., Geyser, V., Sampa, P., et al., 2024. An empirical study on the factors influencing consumers' adoption of e-commerce in Congo Brazzaville. Global Scientific Journal. 12(11), 751–769.
[6] Nguyen, T.P.G., Thai, D.T., Le, T.H.N., 2025. Determinants of e-commerce adoption and its effect on marketing performance among Vietnamese SMEs: An PLS-SEM approach using the TOE framework. Journal of Open Innovation: Technology, Market, and Complexity. 11(4), 100670.
[7] Sandu, A., Cotfas, L.-A., Ioanăs, C., et al., 2025. E-commerce meets emerging technologies: An overview of research characteristics, themes, and trends. Journal of Theoretical and Applied Electronic Commerce Research. 20(4), 320. DOI: https://doi.org/10.3390/jtaer20040320
[8] Sijabat, R., 2024. The effect of perceived relative advantage and e-commerce knowledge on the behavior of doing online business among undergraduate students in Indonesia. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen dan Bisnis. 8(1), 38–47. DOI: https://doi.org/10.31294/eco.v8i1.21639
[9] Wen, H.J., Chen, H.G., Hwang, H.G., 2020. Information Management & Computer Security. MIS Quarterly. 13(3), 5–12.
[10] Loo, M.K., Ramachandran, S., Yusof, R.N.R., 2024. Systematic review of factors and barriers influencing e-commerce adoption among SMEs over the last decade: A TOE framework perspective. Journal of the Knowledge Economy. 16, 9624–9648. DOI: https://doi.org/10.1007/s13132-024-02257-5
[11] Skare, M., Gavurova, B., Rigelsky, M., 2023. Innovation activity and B2C, B2B, and B2G e-commerce outcomes in EU countries. Journal of Business Research. 163, 113874. DOI: https://doi.org/10.1016/j.jbusres.2023.113874
[12] Raji, N.M.A., Olodo, N.H.B., Oke, N.T.T., et al., 2024. E-commerce and consumer behavior: A review of AI-powered personalization and market trends. GSC Advance Research Review. 18(3), 66–77. DOI: https://doi.org/10.30574/gscarr.2024.18.3.0090
[13] Hendricks, S., Mwapwele, S.D., 2023. A systematic literature review on the factors influencing e-commerce adoption in developing countries. Data and Information Management. 8(1), 100045. DOI: https://doi.org/10.1016/j.dim.2023.100045
[14] Gao, J., Siddik, A.B., Abbas, S.K., et al., 2023. Impact of e-commerce and digital marketing adoption on the financial and sustainability performance of MSMEs during the COVID-19 pandemic: An empirical study. Sustainability. 15(2), 1594. DOI: https://doi.org/10.3390/su15021594
[15] Ghazaleh, M.A., Abdallah, S., 2024. Transforming industrial e-commerce adoption to achieve business success. Journal of Management and Economic Studies. 6(2), 99–120. DOI: http://doi.org/10.26677/TR1010.2024.1411
[16] Giang, N.T.P., Tan, T.D., Duy, N.B.P., et al., 2024. Factors affecting the intention to continue using online payment applications of SMEs at Viet Nam. Theory and Practice of Research in Economics Fields. 15(4), 1023. DOI: https://doi.org/10.14505/tpref.v15.4(32).18
[17] Ali, U.T., Usman, U.B., Kachalla, S.A., et al., 2021. Investigating factors influencing electronic commerce adoption in developing countries: The case of Nigeria. Journal of Emerging Technologies and Innovative Research. 8(6), a251–a257.
[18] Hussain, A., Akbar, M., Shahzad, A., et al., 2022. E-commerce and SME performance: The moderating influence of entrepreneurial competencies. Administrative Science. 12(1), 13. DOI: https://doi.org/10.3390/admsci12010013
[19] Okolie, U.C., Ojomo, A.H., 2020. E-commerce in Nigeria: Benefits and challenges. Humanities and Social Sciences. 28(2), 69–90.
[20] Venkatesh, V., Morris, M.G., Davis, G.B., et al., 2003. User acceptance of information technology: Toward a unified view. MIS Quarterly. 27(3), 425–478.
[21] Venkatesh, V., Thong, J.Y.L., Xu, X., 2012. Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly. 36(1), 157–178.
[22] Venkatesh, V., Davis, F.D., Morris, M.G., 2007. Dead or alive? The development, trajectory and future of technology adoption research. Journal of the Association for Information Systems. 8(4), 267–286.
[23] Rabiu, A.M., Ibrahim, A., Dauda, M., et al., 2021. Adoption of e-commerce in Nigeria: Challenges and future prospects. In Proceedings of the 2019 2nd International Conference of the IEEE Nigeria Computer Chapter (NigeriaComputConf), Zaria, Nigeria, 14–17 October 2019.
[24] Bananda, R.A., Nwagwu, K.U., 2021. The changing face of e-commerce in Nigeria: Prospects and challenges. International Journal of Trend in Scientific Research and Development. 5(3), 1228–1234.
[25] Venkatesh, V., 2000. Determinants of perceived ease of use: Integrating control, intrinsic motivation and emotion into the technology acceptance model. Information Systems Research. 11(4), 342–365.
[26] Türker, C., Altay, B.C., Okumus, A., 2022. Understanding user acceptance of QR code mobile payment systems in Turkey: An extended TAM. Technological Forecasting and Social Change. 184, 121968. DOI: https://doi.org/10.1016/j.techfore.2022.121968
[27] Fonseka, K., Jaharadak, A.A., Raman, M., 2022. Impact of e-commerce adoption on business performance of SMEs in Sri Lanka: Moderating role of artificial intelligence. International Journal of Social Economics. 49(10), 1518–1531. DOI: https://doi.org/10.1108/ijse-12-2021-0752
[28] Alrifae, A.A.M., 2025. The role of technological enablers and government support in e-commerce adoption among SMEs in Jordan. Problems and Perspectives in Management. 23(2), 775–784. DOI: https://doi.org/10.21511/ppm.23(2).2025.56
[29] Senali, M.G., Iranmanesh, M., Ismail, F.N., et al., 2022. Determinants of intention to use e-wallet: Personal innovativeness and propensity to trust as moderators. International Journal of Human–Computer Interaction. 39(12), 2361–2373. DOI: https://doi.org/10.1080/10447318.2022.2076309
[30] Bening, S.A., Dachyar, M., Pratama, N.R., et al., 2023. E-commerce technologies adoption strategy selection in Indonesian SMEs using the decision-makers, technological, organizational and environmental (DTOE) framework. Sustainability. 15(12), 9361. DOI: https://doi.org/10.3390/su15129361
[31] Alam, S.S., Ahmed, S., Kokash, H.A., 2023. Interplay of perceived organizational and external e-readiness in the adoption and integration of augmented reality and virtual reality technologies in Malaysian higher education institutions. Education and Information Technologies. 29(11), 13735–13761. DOI: https://doi.org/10.1007/s10639-023-12428-7
[32] Hanifah, H., Lee, Y.X., Abdul, H., 2025. Revitalizing SMEs’ performance: Unleashing the dynamics of technology-organization-environment factors for m-commerce adoption. Journal of Science and Technology Policy Management. 22(2), 34–49. DOI: https://doi.org/10.1108/jstpm-02-2024-0067
[33] Rathod, J., 2020. Use of mobile/smart phone for e-commerce in India: An empirical investigation. Journal of Management Information and Decision Sciences. 23(4), 304–316.
[34] Prastiawan, D.I., Aisjah, S., Rofiaty, R., 2021. The effect of perceived usefulness, perceived ease of use, and social influence on the use of mobile banking through the mediation of attitude toward use. Asia Pacific Management and Business Application. 9(3), 243–260. DOI: https://doi.org/10.21776/ub.apmba.2021.009.03.4
[35] Ganguly, K.K., 2022. Understanding the challenges of the adoption of blockchain technology in the logistics sector: The TOE framework. Technological Analysis and Strategic Management. 36(3), 457–471. DOI: https://doi.org/10.1080/09537325.2022.2036333
[36] Ariansyah, K., Sirait, E.R.E., Nugroho, B.A., et al., 2021. Drivers of and barriers to e-commerce adoption in Indonesia: Individuals’ perspectives and the implications. Telecommunication Policy. 45(8), 102219. DOI: https://doi.org/10.1016/j.telpol.2021.102219
[37] Tornatzky, L.G., Fleischer, M., 1990. Processes of Technological Innovation. Free Press: New York, NY, USA.
[38] Abed, S.S., 2020. Social commerce adoption using TOE framework: An empirical investigation of Saudi Arabian SMEs. International Journal of Information Management. 53, 102118. DOI: https://doi.org/10.1016/j.ijinfomgt.2020.102118
[39] Etim, E., Daramola, O., 2023. Investigating the e-readiness of informal sector operators to utilize web technology portal. Sustainability. 15(4), 3449. DOI: https://doi.org/10.3390/su15043449
[40] Adam, I.O., Alhassan, M.D., 2023. Global e-readiness as a foundation for e-government and e-business development: The effect of political and regulatory environment. International Journal of Business Information Systems. 44(1), 64–80. DOI: https://doi.org/10.1504/ijbis.2023.133523
[41] Jiang, Y., Wang, X., Yuen, K.F., 2021. Augmented reality shopping application usage: The influence of attitude, value, and characteristics of innovation. Journal of Retailing and Consumer Services. 63, 102720. DOI: https://doi.org/10.1016/j.jretconser.2021.102720
[42] Adewusi, N.A.O., Okoli, N.U.I., Adaga, N.E., et al., 2024. Business intelligence in the era of big data: A review of analytical tools and competitive advantage. Computer Science and IT Research Journal. 5(2), 415–431. DOI: https://doi.org/10.51594/csitrj.v5i2.791
[43] Umar, U.M., 2020. Intention toward acceptance of online shopping among consumers in Kano, Nigeria: Application of UTAUT model approach in a Nigerian context. International Journal of African and Asian Studies. 64(1), 1–9.
[44] International Telecommunication Union, 2025. Measuring digital development: Facts and Figures 2025. Available from: https://www.itu.int/itu-d/reports/statistics/facts-figures-2025/ (cited 8 November 2025).
[45] Pandey, S., Kumar, P., 2022. A theoretical framework on return on investment (ROI) in academic libraries. Library Hi Tech News. 39(3), 5–11. DOI: https://doi.org/10.1108/lhtn-11-2021-0082
[46] Abdulkarim, Y., Titus, Y.T., 2015. Economic analysis of small-scale sweet potato production in Zaria Local Government Area of Kaduna State. American Journal of Economics, Finance and Management. 1(3), 171–178.
Downloads
PDF
License
Copyright (c) 2026 Abdulkarim Yusuf
This work is licensed under a Creative Commons Attribution 4.0 International License.