EFFECT OF E-PAYMENT SYSTEM ON ACHIEVING MARKET SHARE IN RETAIL MARKETING: A CASE STUDY OF SUFI HYPER MARKET ZOO ROAD, KANO

ABSTRACT This study examines the effect of e-payment systems on achieving market share in retail marketing, with particular reference to Sufi Hyper Market, Zoo Road, Kano. The rapid advancement in financial technology has transformed the retail sector, making electronic payment systems such as Point of Sale (POS), mobile banking, online transfers, and debit/credit card payments essential tools for business operations. The study aims to determine how the adoption of e-payment systems influences customer satisfaction, sales growth, competitive advantage, and overall market share. A descriptive research design was adopted, and data were collected through questionnaires administered to customers and staff of Sufi Hyper Market. The findings reveal that the use of e-payment systems enhances transaction speed, convenience, security, and customer trust, which significantly contribute to increased patronage and customer loyalty. The study also found that effective implementation of e-payment platforms improves operational efficiency and strengthens the organization’s competitive position within the retail market in Kano. The study concludes that e-payment systems play a vital role in expanding market share in retail businesses. It therefore recommends that retail outlets should invest in reliable and secure electronic payment infrastructure, ensure stable network connectivity, and educate customers on the benefits of e-payment systems to maximize business performance and growth.