E-COMMERCE AND PERFORMANCE OF SMALL AND MEDIUM SCALE ENTERPRISES IN ANAMBRA STATE, NIGERIA

This study investigated the relationship between e-commerce and performance of small And medium scale enterprises in Anambra State, Nigeria. Specifically, the study seek to ascertain the relationship between e-commerce adoption and SMEs performance, the relationship between digital marketing strategies and customer retention and the relationship between online payment systems and customers. The study adopted descriptive survey design. The sample size of 188 was derived using Taro Yamane formula. Questionnaire was used for data collection. The data collected were analyzed using Pearson Product Moment Coefficient at 0.05 level of significance. The findings revealed that there is a significant relationship between e-commerce adoption and SMEs performance in Anambra State (r =.770, p < 0.05), there is a significant relationship between digital marketing strategies and customer retention of SMEs Anambra State (r =.801, p < 0.05) and there is a significant relationship between online payment systems and customer satisfaction of SMEs Anambra State (r =.692, p < 0.05). The study concluded that e-commerce is useful in increasing sales, improving operational efficiency, giving a competitive advantage, increasing customers retention, ensuring continuous patronage and improving overall customers satisfaction. The study recommended that there should be continuous adoption of online platforms to generate more sales and gain competitive advantage in order to improve overall performance. Also, SMEs owners and managers should continuously use email marketing, search engine optimization, Facebook and Google Ads for advertising in order to retain more customers. The study further recommended that to ensure customer satisfaction, there should be large scale integration of online payment platforms that is convenient, secured and easy to use.