A Qualitative Exploration of the Marketing Challenges Faced by Small and Medium Enterprises in Gauteng, South Africa During COVID-19

Abstract

Purpose: The aim of this study is to examine how the resurgence of e-commerce in South Africa during the Covid-19 pandemic impacted SMEs using e-commerce resources, and to devise strategies to assist SMEs to become more agile, resilient and better able to cope with disruptions. Theoretical framework: The coronavirus pandemic highlighted the need to investigate the challenges experienced with e-commerce by SMEs in South Africa since the pandemic disrupted business through the restriction of movement of people which accelerated the use of online shopping. The e-commerce resources and dynamic capabilities of SMEs were analysed to explore the impact they have on the growth of e-commerce. Methodology: Purposive sampling was used to identify 13 participants (SME owners/managers) for a qualitative study conducted using semi-structured interviews to gain an in-depth understanding of the challenges which impacted their business and marketing model. Thematic analysis was used to analyse the transcripts from the interviews and identify any patterns. Findings: It was ascertained that the pandemic stimulated the growth of e-commerce among SMEs that invested in unique resources and capabilities. However, those businesses that had not invested in on-line marketing resources were negatively affected and some have had to close. Practical implications: The practical implication of this research relates to how SMEs could (should) smartly digitise their business model and migrate to e-commerce more effectively and efficiently. Value: This study may assist SMEs to make more informed decisions when using e-commerce platforms. The findings may also contribute to preparing South African SMEs to adapt more easily, should a similar disruption occur in the future.