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The Challenges of e-Tailing in Employment Creation: Empirical Evidence from Nigeria
( Vol-3,Issue-10,October 2017 )


Emmanuel A. Iborida, Bamidele S. Adeleke, Geoffrey O. Ekoja


e-Tailing, Brick and Mortal Retailers, Retailing Management, Employment Creation.


As more and more manufacturers and retailers turn to e-tailing to increase profits and capture new customers, the emphasis on online shopping means more opportunities for web designer jobs and developer jobs, not to mention an increase in the number of marketing jobs and content roles. This paper investigates the retail sector contribution and strategies for job creation. The research is based on a wide and broad literature review of the latest trends in the Nigeria retail industry, followed and supplemented by quantitative research of the key retailers in the country. The work, among others things identifies the drivers of change and related factors that have a bearing and influence on employment creation based on the emerging opportunities and threats (e.g. Technology). The study also evaluates the effect of e-retailing on job creation in Nigeria and as well investigates the challenges for managing e-tailing in a developing economy. To achieve the spelt objectives, the study utilizes survey design; and data was collected though a self-administered questionnaire from a number of 302 respondents who were retailers in three selected open markets in Ibadan Metropolis, Oyo State Nigeria. Statistical technique software SPSS was employed to aid the data analysis. Having analyzed the data, the study found out that e-tailing has brought about changes in the ways people buys and this affects many traditional retail outlets. It was also discovered that e-tailing is still ineffective in Nigeria economy. The work among other things, recommends that brick and mortal retailers should strengthen their operations in order to continue being in business. The work in addition to that also advised that Nigeria manufacturers and retailers should go electronic so as to face the digital rivals created by e-tailers.

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