PHYSICAL STORE OWNERS’ PERCEPTION ON E-COMMERCE IN SAN PABLO CITY: INPUT FOR E-COMMMERCE ADOPTION

Abstract

The purpose of this research is to conduct an analysis of the factors that prevent owners of physical stores from adopting e-commerce and to make suggestions for how those owners can improve their level of readiness and effectiveness in the digital market. Organizational readiness was shown to be the most significant factor in predicting e-commerce adoption among small and medium-sized businesses (SMEs) in the region, according to the findings of a study that employed a sample of one hundred owners of physical businesses in San Pablo City. E-commerce adoption is also influenced by a number of other elements, including perceived value and usability, digital skills, logistics and supply chain management, and online commerce security. According to the findings, owners of physical stores can maintain their competitive advantage by implementing efficient management methods, upgrading their hardware and software systems, purchasing faster internet access, and receiving training and support to increase their preparation for digital commerce. The research underlines the prospects for owners of physical stores to adapt and innovate in the current digital era, and it suggests that store owners combine their offline and online presences in order to maximize their resources and increase their level of competition. This research’s originality and usefulness reside in the fact that it offers actionable recommendations to owners of small businesses on how they might handle the problems and opportunities presented by the digital market.