Barriers To The Efficient Utilisation And Delivery Of Online Retail Services In Gauteng-Based Emerging Business Enterprises

Abstract

The effective utilisation of online methods, processes and applications enables emerging  businesses  enterprises to optimise the delivery of retail business activities to their clients. Online and digital methods are vital for offering highly efficient retail services and for competing favourably with large business enterprises. Various studies have shown that small enterprises are using online and digital platforms for the effective promotion of retail services, advertisement, awareness campaigns, and efficient marketing to potential customers. Such services are vital for reaching out to a diverse group of customers in the market and offer efficient services at an affordable cost without lowering the quality of services. Online retail services have enabled SMMEs to compete with established businesses by using digital technology to close the gap between them and large businesses. The purpose of research was to identify predictors of the efficient utilisationof online and digital methods for conducting retail business activities among 432 emerging SMMEs operating retail business activities in the province of Gauteng, South Africa (Worku, 2024).The results found a significant relationship between satisfactory entrepreneurial skills and the effective utilisation of online and digital methods of conducting retail business. The efficient utilisation of online and digital methods was undermined by lack of capacity to invest in digital equipment and technology, inadequate infrastructure, and low level of skills in the use of online and digital methods of conducting retail business activities.