Аннотация
The rapid growth of digital technology has transformed retail business operations globally, yet many supermarket stores in Awka Metropolis, Anambra State, Nigeria, face challenges in adopting e-commerce due to inadequate digital infrastructure. This study investigates the relationship between digital infrastructure and e-commerce adoption among supermarket stores in the area, with a focus on how various digital factors influence online sales volume. The problem stems from the low uptake of e-commerce platforms despite increasing internet penetration, which hampers revenue growth and competitive advantage for local supermarkets. The study employed a descriptive research design, utilizing a structured questionnaire to gather data from 117 respondents comprising supermarket managers and staff. Data analysis involved descriptive statistics like percentages, means, and standard deviations to describe the variables, coupled with an inferential econometric regression technique, specifically Ordinary Least Squares (OLS), to determine the impact of independent variables on e-commerce adoption. The independent variables examined include internet access, website presence, POS systems, mobile network coverage, digital payment options, security measures, and staff digital skills. The results indicate that all the independent variables significantly influence online sales volume. Specifically, internet access (β = 0.245, p < 0.01), website presence (β = 0.180, p < 0.05), POS systems (β = 0.192, p < 0.05), mobile network coverage (β = 0.210, p < 0.01), digital payment options (β = 0.230, p < 0.01), security measures (β = 0.155, p < 0.05), and staff digital skills (β = 0.198, p < 0.05) all positively impact e-commerce adoption as proxied by online sales volume. The model explains a significant portion of the variance in online sales (R² = 0.68), indicating that digital infrastructure plays a critical role in e-commerce success. Based on these findings, it is recommended that supermarket stores in Awka invest in reliable internet services, develop user-friendly websites, integrate secure digital payment systems, and enhance staff digital literacy to boost online sales. Policymakers should also focus on improving digital infrastructure to facilitate broader e-commerce adoption among retail businesses in the region.