Adopting the Omni-Channel Model: Identifying and Recommending Methods of Adoption to Shoe and Clothing Retailers in the Accra Ma

Background Following the proliferating use and adoption of the Internet, e-commerce has established itself as a pervasive business phenomenon (Zhu & Thatcher, 2010). The changes that have emerged through e-commerce have dramatically impacted the traditional business environment, and improved both service and product offering delivery (Huang, Yoon & Benyoucef, 2012). A recent study conducted by Alexiou, Riddleston and Singleton found that e-commerce has gone on to impact global consumer behaviors, as represented by the increasing likelihood of consumers to make online purchases (2018). Further, e-commerce has the potential to enable small businesses to compete globally, through closer customer-side and supply-side communications and relationships (Awiagah, Kang & Lim, 2015). This validates the insight that the integration of e-commerce tools into traditional business transactional processes, such as buying and selling, is a source of competitive advantage (Isa et al., 2009). Indeed, as a catalyst to global competitiveness and increased business productivity, ecommerce is capable of strengthening the economic development of developed and developing countries alike (Zhu & Thatcher, 2010). These discoveries shed a light of fact on the assertion that e-commerce tools have created a substantial impact on the business landscape.