E-commerce among grain traders and its impact on marketing

Abstract

The study investigated the determinants of adopting E-commerce among maize traders, focusing on the Savings Grains App. E-commerce implications on marketing effectiveness and the value co-creation opportunities were also analyzed. Primary data was sourced from 130 maize traders. Descriptive statistics, probit regression, and inverse probability weighted regression adjustment (IPWRA) were applied to analyze the data. Perceived usefulness, perceived cost, perceived ease of use, perceived innovativeness, perceived complexity, and household size were identified as factors that significantly influence traders’ adoption of E-commerce. These findings reinforce and expand existing theories on adoption intentions within agripreneurship. Moreover, traders using the e-commerce platform reported an increase of 4702 kg in sales volume and GH¢ 239.1 (US$ 26.8) in sales revenue compared to non-adopters. The study further highlighted value co-creation as a catalyst for enhanced sales volume, revenue, and user satisfaction, underscoring its potential as a sustainable strategy within e-commerce frameworks. The insights gained contribute to understanding the transformative role of sustainable technology in boosting growth and resilience in agricultural trade.