Commerce Project Topics

Assessing the Awareness, Adoption and Utilization of E-commerce in Plateau State, Nigeria

Assessing the Awareness, Adoption and Utilization of E-commerce in Plateau State, Nigeria

Assessing the Awareness, Adoption and Utilization of E-commerce in Plateau State, Nigeria


Objectives of the Study

This study aimed to:

  1. Assess the level of awareness of e-commerce among Plateau State residents.
  2. Evaluate the extent of e-commerce adoption by local businesses.
  3. Analyze the utilization of e-commerce platforms among consumers.



Conceptual Review

E-commerce: Understanding the Fundamentals

E-commerce, a term derived from “electronic commerce,” refers to the buying and selling of goods and services over electronic networks, primarily the Internet (Chaffey, 2017). It has become a pivotal aspect of modern commerce and is transforming the way businesses operate and consumers shop. E-commerce encompasses a broad spectrum of activities, from online retail stores to digital payment systems, and it plays a crucial role in facilitating global trade and economic growth (Adelaja, 2021).

E-commerce comprises various components that together form a seamless online marketplace. At its core, e-commerce involves online transactions, where customers can purchase products or services from businesses without a physical presence (Brodie, 2021). This digital exchange typically occurs through websites, mobile apps, or other online platforms (Chaffey, 2020). It encompasses various business models, including Business-to-Consumer (B2C), Business-to-Business (B2B), and Consumer-to-Consumer (C2C) interactions (Chaffey & Harris, 2019). These components collectively contribute to the diverse and evolving landscape of e-commerce.

E-commerce can take on several forms, each catering to different market needs and consumer preferences (Chaffey, 2017). One prevalent classification distinguishes between traditional e-commerce and mobile commerce (Afsher & Rahim, 2019). Traditional e-commerce predominantly involves transactions conducted on desktop or laptop computers, while mobile commerce extends these activities to smartphones and other mobile devices, reflecting the shift towards greater mobility and convenience in online shopping (Chaffey, 2020).

Within e-commerce, various models exist to facilitate transactions and interactions. Notable models include online marketplaces (e.g., Amazon, eBay), brick-and-click businesses (combining online and physical stores), subscription-based services (e.g., Netflix), and digital downloads (e.g., music and software) (Baker, 2020). The choice of model depends on the nature of the business, the target audience, and industry-specific dynamics (Chaffey & Harris, 2019).

Several key features and characteristics define e-commerce and set it apart from traditional commerce (Chaffey, 2017). E-commerce offers unprecedented global reach, enabling businesses to expand their customer base beyond geographical boundaries (Gilmore & Gallagher, 2017). Additionally, it operates 24/7, allowing customers to shop at their convenience, day or night, a crucial aspect contributing to its popularity (Baker, 2020). Moreover, e-commerce platforms often leverage data analytics to personalize user experiences, recommend products, and enhance customer satisfaction (Levey et al., 2021).

Security and trust are paramount in e-commerce, with secure payment gateways, encryption, and authentication measures in place to protect sensitive information (Chaffey & Harris, 2019). Additionally, e-commerce platforms prioritize user-friendly interfaces and responsive design to ensure a seamless shopping experience across devices (Strauss & Frost, 2019).

In summary, e-commerce is a multifaceted phenomenon encompassing various components, including transactional processes, business models, and digital platforms. Its diverse types and models cater to different consumer needs, while its key features underscore its convenience, accessibility, and emphasis on security and user experience. Understanding these fundamentals is essential for comprehending the broader e-commerce landscape and its significance in modern commerce.





In this chapter, the research methodology employed to assess the awareness, adoption, and utilization of e-commerce in Plateau State, Nigeria, is outlined. The choice of research design, population of the study, sampling technique, data collection methods, data analysis, validity, reliability, and ethical considerations are discussed in detail. This chapter presents the comprehensive framework that guided the empirical investigation into the state of e-commerce in Plateau State.

Research Design

The research design is a fundamental aspect of any study, providing the blueprint for data collection and analysis (Saunders et al., 2019). In this study, a quantitative survey research design was chosen to assess the awareness, adoption, and utilization of e-commerce in Plateau State. This design was selected due to its ability to efficiently collect data from a large and diverse population, which is essential for capturing a representative sample of e-commerce users and non-users within the state (Creswell & Creswell, 2018). The quantitative approach is particularly suitable for measuring awareness levels, adoption rates, and utilization patterns, enabling the generation of statistical insights into the e-commerce landscape in Plateau State.

Population of the Study

The target population for this study comprises individuals and businesses located within Plateau State, Nigeria, who are potential or current users of e-commerce platforms. The justification for selecting this population of approximately 1200 respondents stems from Plateau State’s diverse demographic composition, ranging from urban centers like Jos to rural communities. Understanding the e-commerce dynamics across this broad spectrum requires a sizable and diverse sample (Charmaz, 2016). Moreover, given the varying levels of e-commerce awareness and engagement within the state, a sample of 1200 respondents ensures the study’s findings are sufficiently robust to make meaningful inferences about the state of e-commerce in Plateau State (Saunders et al., 2019).





Summary of Findings

The study aimed to assess the awareness, adoption, and utilization of e-commerce in Plateau State, Nigeria. Through a comprehensive analysis of data collected from 104 respondents, the research has revealed several key findings that shed light on the state of e-commerce in the region.

The findings from Table 4.9 indicate that a significant proportion of respondents (71.2%) agree that Plateau State residents are aware of e-commerce. This suggests that awareness of e-commerce exists among the population, marking an essential starting point for the growth of the e-commerce sector. Furthermore, Table 4.10 reveals that 76.9% of respondents agree that there has been an increasing awareness of e-commerce among Plateau State residents in recent years. This finding highlights a positive trend in the dissemination of knowledge regarding e-commerce, indicating that efforts to promote e-commerce awareness are bearing fruit.

Table 4.12 provides insights into the extent to which local businesses in Plateau State have embraced e-commerce for their operations. A significant majority of respondents (83.7%) agree that local businesses have adopted e-commerce. This finding demonstrates that businesses in the region are recognizing the value of e-commerce and integrating it into their operations. Moreover, Table 4.13 reveals that 77.9% of respondents agree that there has been an increase in the number of local businesses adopting e-commerce as part of their business strategy. This corroborates the earlier finding, indicating a growing trend in the adoption of e-commerce among businesses in Plateau State.


Based on the findings of the study on the awareness, adoption, and utilization of e-commerce in Plateau State, Nigeria, several recommendations are made to enhance the growth and development of e-commerce in the region:

  1. Promote E-commerce Education and Awareness: To further boost e-commerce adoption, government agencies, educational institutions, and industry associations should collaborate to develop and implement awareness campaigns and training programs. These initiatives should target both businesses and consumers, emphasizing the benefits and safety of e-commerce.
  2. Support for Small and Medium-sized Enterprises (SMEs):Encourage local SMEs to embrace e-commerce by providing financial incentives, technical assistance, and capacity-building programs. These efforts can help SMEs transition to e-commerce, expand their market reach, and improve their competitiveness.
  3. Infrastructure Development: Invest in digital infrastructure, including reliable internet access and digital payment systems, especially in rural areas. Ensuring that all residents have access to these essential tools will democratize e-commerce opportunities and foster inclusive economic growth.
  4. Cybersecurity and Trust-building: Enhance cybersecurity measures and promote trust-building initiatives. This can be achieved through partnerships with cybersecurity firms, the development of secure online payment gateways, and consumer protection policies to mitigate risks associated with e-commerce.
  5. E-commerce Regulations and Policies: Develop and enforce clear and conducive e-commerce regulations and policies. These should address issues such as taxation, data protection, intellectual property rights, and online dispute resolution. A supportive regulatory environment will attract more businesses to the e-commerce sector.
  6. Collaboration with E-commerce Platforms: Encourage collaboration between local businesses and e-commerce platforms to facilitate their integration into the digital marketplace. E-commerce platforms can offer training, marketing support, and access to a broader customer base.


  • Adekeye, B. E. (2021). Evaluation of Small Scale Industries Performance (Unpublished B. Eng. Thesis), Department of Mechanical Engineering, Federal University of Technology, Akure.
  • Adelaja, A. O. (2021). Importance of Small and Medium Scale Industries in a Developing/Underdeveloped Economy. Lagos: Academy Publishers.
  • Afsher, J. A. and Nawaser, K. H. (200). Mobile Commerce: The Force of Electronic Commerce Future. International Seminar on Innovations in Strategic Management for Organizational Excellence. Sinhged Institute of Management, Pune India.
  • Aftab, K. and Rahim, E. (2019). Barriers to the Growth of Informal Sector Firms. Journal of Development Studies, 25(4), pp. 35-42.
  • Anan, K. A. (2017). E-commerce and development report. United Nations Conference, trade, and development. New York.
  • Anderson, V., Fontinha, R., & Robson, F. (2020). Research Methods in Human Resource Management: Investigating a Business Issue. 4th Ed. London: CIPD.
  • Ascerria, L. (2012). Barriers to ICT in SMEs: How to bridge the digital divide. Journal of Systems and Information Technology, 10(2), pp. 93-108.
  • Bakeman, M. M. & Hanson, L. (2020). Bringing social media to small business: A role for employees and students in technology diffusion. Business Education Innovation Journal, 4(2), 106.
  • Baker, L. (2020). Facilitating power policy influence in Nigeria’s energy. E-Journal of Energy, 8(1), pp. 73-82.
  • Barclays, L. M. (2019). Disruptive technologies: Catching the waves. Harvard Business Review, 21(5), 32-39.
  • Beiske, B. (2017). Research Methods: Uses and Limitations of questionnaires, interviews and case studies. GRIN Verlag.
  • Bell, E., Bryman, A., & Harley, B. (2019). Business Research Methods. 5th Ed. Oxford: Oxford University Press.
  • Berisha-Namani, M. (2019). The role of information technology in small and medium-sized enterprises in Kosova. Paper presented at Sixth National Fullbright Academy Conference. Retrieved from
  • Brodie, R. (2021). Is e-marketing coming of age? An examination of penetration of e-marketing and firm performance. Journal of Interactive Marketing, 21(1), pp. 2-12.
  • Campbell, J. E. (2019). Small firms: Reports of the Committee of Inquiry on Small Firm. London: HMSO.
  • Central Bank of Nigeria (2020). Guidance on small and medium-scale enterprise operations. The Vanguard, 23.
  • Centre for Management Development (2022). Federal Government of Nigeria Official Document. Abuja: Government Press.
  • Chackro, J. G., & Harris, G. (2019). ICT and small medium and micro enterprises in Asia Pacific-size do matter. Journal of Information Technology and Development, 12(2), pp. 175-177.
WeCreativez WhatsApp Support
Our customer support team is here to answer your questions. Ask us anything!