Electronic Commerce Adoption and Performance of Small and Medium Enterprises in Onitsha, Anambra State

This study examined the relationship between e-commerce adoption and the performance of small and medium enterprises in Onitsha, Anambra State, South East Nigeria. Onitsha, known as one of Africa largest commercial markets, represents a dynamic context for studying how SMEs engage with digital commerce platforms. E-commerce adoption has been linked globally to expanded market reach, reduced transaction costs, and improved customer service. However, empirical evidence on the specific performance benefits for SMEs in Onitsha complex trading ecosystem remains limited. Grounded in the Technology Adoption Model and the Resource-Based View, a cross-sectional survey design was adopted. The population comprised 1,200 SME operators in Onitsha Main Market and Bridgehead Market with access to smartphones and basic internet facilities. A stratified sample of 300 SMEs was selected. The E-Commerce Adoption Readiness Scale and the SME Performance Index, both validated through pilot testing, were used as instruments. Multiple regression analysis was employed for hypothesis testing. Findings reveal that website and platform use and digital payment adoption are the strongest predictors of sales revenue growth and customer base expansion, while social media commerce significantly predicts brand visibility. Bandwidth reliability and digital payment infrastructure gaps were identified as key adoption barriers. The study recommends that the Anambra State Government and the Nigerian Communications Commission should prioritize broadband infrastructure in the Onitsha commercial axis to accelerate SME e-commerce adoption. Keywords: e-commerce adoption, SME performance, Onitsha, Anambra State, Technology Adoption Model