Digital Economy Adoption and Revenue Growth Among Artisans and Traders in Awka South LGA

The rapid expansion of the digital economy has opened new revenue channels for informal sector operators in developing nations, yet the pace and depth of adoption remain uneven across communities. This study investigates the relationship between digital economy adoption and revenue growth among artisans and traders in Awka South Local Government Area, Anambra State, with data collected between 2022 and 2024. The study is anchored on the Technology Acceptance Model (TAM), which posits that perceived usefulness and ease of use are the primary determinants of technology adoption among individuals and businesses. A survey research design was adopted, targeting artisans and traders engaged in digital tool usage, including mobile payment systems, social media marketing, and e-commerce platforms. From an estimated population of 7,200 informal operators in the LGA, a sample of 378 respondents was selected through systematic random sampling. Structured questionnaires served as the primary data instrument. Findings indicate that digital adopters recorded an average revenue increase of 39 percent compared to non-adopters over the study period, with mobile payment platforms generating the largest single revenue enhancement. However, unreliable internet connectivity, digital literacy gaps, and cybersecurity concerns remained significant adoption barriers. The study concludes that digital economy tools offer substantial revenue growth potential for informal sector operators in Awka South. It is recommended that state and federal government agencies expand broadband access and integrate digital literacy training into existing artisan development programs.

Keywords: Digital economy, revenue growth, artisans, technology acceptance, Awka South