E-Commerce Adoption and Business Performance of Fashion Retailers in Owerri: A Post-2020 Assessment

The adoption of e-commerce platforms has transformed retail business models globally, enabling fashion retailers to reach wider markets, reduce overhead costs, and respond more dynamically to consumer demand. This study assesses the relationship between e-commerce adoption and business performance among fashion retailers in Owerri, Imo State, from 2020 to 2024. The study is anchored on the Diffusion of Innovation Theory by Everett Rogers, which explains the process through which new technologies are adopted within social and economic systems based on perceived advantage, compatibility, complexity, trialability, and observability. A cross-sectional survey research design was employed, targeting fashion retail businesses in Owerri's major commercial districts. From an estimated population of 3,800 fashion retailers, a sample of 350 respondents was selected using stratified random sampling. Structured questionnaires constituted the primary data instrument. Multiple regression analysis was applied to determine the effect of e-commerce adoption on revenue growth, customer reach, and inventory turnover. Findings reveal that fashion retailers who adopted e-commerce platforms recorded an average revenue increase of 52 percent over the study period compared to non-adopters, with social media commerce emerging as the most impactful channel. Logistical challenges, unreliable internet service, and customer trust deficits were the most frequently cited adoption barriers. The study concludes that e-commerce adoption is a significant driver of fashion retail performance in Owerri. It is recommended that government agencies provide digital business training and facilitate last-mile logistics infrastructure to accelerate e-commerce adoption among Imo State retailers.

Keywords: E-commerce adoption, business performance, fashion retail, Owerri, diffusion of innovation