E-Commerce Adoption and Competitive Advantage: Analysing Its Effect on Pharmaceutical Stores in Anambra State, Nigeria

Abstract

This study examined the effect of e-commerce adoption on the competitive advantage of pharmaceutical stores in Anambra State, Nigeria. Utilizing a descriptive survey research design, data were collected from 337 registered stores through structured questionnaires. The analysis included descriptive and inferential statistics, particularly multiple regression analysis using SPSS version 27. The findings revealed that online sales significantly enhanced the competitive advantage of pharmaceutical stores, with a positive relationship established between digital marketing efforts and improved customer engagement. Specifically, online sales showed a coefficient of 0.247, indicating a strong impact on competitive advantage, while digital marketing contributed a coefficient of 0.115. These results underscored the critical role of e-commerce strategies in driving operational efficiency and customer satisfaction. The study concluded that the adoption of e-commerce tools is essential for pharmaceutical stores to maintain competitiveness in a rapidly evolving market. It recommended that store owners upgrade their e-commerce platforms for better usability and security, and implement targeted digital marketing strategies to enhance customer engagement. Furthermore, investing in customer feedback systems and expanding online product offerings were advised to improve overall business performance and sustainability.