E-Commerce Adoption by Small Retailers in Abuja: Barriers and Enablers

This study investigates the barriers and enablers of e-commerce adoption among small retailers in Abuja, Federal Capital Territory, examining the factors that determine whether small businesses integrate online selling channels into their operations. E-commerce penetration among Nigerian small retailers remains far below the country's internet and mobile phone penetration rates, suggesting that technology availability alone does not explain adoption, and that other factors including business characteristics, owner capabilities, and environmental conditions are significant. The study employs a descriptive survey design, administering a structured questionnaire to 200 small retailers in the Wuse, Garki, and Gwarinpa commercial districts of Abuja. Factor analysis and multiple regression were applied to identify the most significant adoption barriers and enablers. Findings identify five major adoption barriers: low consumer trust in online payments, poor logistics infrastructure for last-mile delivery, inadequate digital skills among business owners, concerns about online fraud and inventory management complexity, and the perception that existing walk-in customers make online investment unnecessary. Significant enablers include the availability of user-friendly social commerce platforms particularly Instagram and WhatsApp shopping, proximity to Abuja's relatively affluent and tech-literate consumer base, and the influence of peer early adopters within trader associations. The study identifies a significant gap between retailers who have made partial social media selling adoptions and those who have formalised this into managed e-commerce operations. Recommendations include a free digital commerce onboarding programme delivered through Abuja's Federal Capital Territory business support centres. Keywords: e-commerce adoption, small retailers, Abuja, digital commerce, adoption barriers.