Growing online shopping trends in Ghana

Ofori, Karen Acheampomaa
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As the world embraced the internet, businesses began to adopt it in their daily operations. Thus, giving birth to E-commerce. Businesses are now adapting their operations to suit customers demand and remain relevant and competitive in today’s technological world. Despite this innovation in the business world, e-commerce is not being utilized fully in Ghana. The purpose of this paper is to identify the enablers necessary for the success of the e-commerce market. To achieve this objective, 40 online consumers and 20 online sellers or store owners were selected from Accra, Ghana to participate in the online survey. This paper focused on finding solutions to the problems that people experienced with digital payment services and logistics services in relation to the e-commerce market, specifically the online shopping market. The findings of the study show that many people do experience problems, and these significantly impact their decision to purchase things online.
Undergraduate thesis submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2021
e-commerce , digital payment systems , online logistics