Assessment of E-Commerce Platform Functionality and Customer Complaint Resolution Among Online Shoppers in Kano State, North West Nigeria

E-commerce growth in Northern Nigeria is outpacing the development of customer complaint resolution mechanisms, creating a trust deficit that constrains repeat purchasing and long-term platform loyalty among consumers in Kano State. This study assesses e-commerce platform functionality and the effectiveness of complaint resolution processes from the perspective of online shoppers in Kano State. A cross-sectional survey was applied to 260 online shoppers who had made at least two purchases in the preceding six months, recruited through purposive sampling at tertiary institutions and commercial areas. Questionnaire items assessed platform functionality (navigation ease, product search accuracy, payment success rates), complaint frequency by type, complaint resolution channel used, resolution time, and outcome satisfaction. Descriptive statistics, chi-square tests, and regression were computed in SPSS. Literature from North West Nigeria identifies delayed delivery beyond promised dates and product quality misrepresentation as the most frequently raised complaints, with resolution satisfaction lowest when customers used chat-based support channels compared to phone-based support. The Service Recovery Theory and the E-Service Quality Model provide the conceptual framework. Findings indicate that complaint resolution satisfaction scores below 3 out of 5 are correlated with a 62 percent reduction in platform return visit likelihood. Recommendations address mandatory e-commerce customer service standards under FCCPC guidelines, accessible Hausa-language complaint interfaces, and third-party independent e-commerce dispute resolution services. Keywords: e-commerce, complaint resolution, customer satisfaction, Kano State, North West Nigeria.