E- Commerce advocacy and performance of small and medium scale enterprises in Benin City

This study investigates the adoption of e-commerce among SMEs in Benin City, Edo State, Nigeria. Using a cross-sectional survey design and employing a structured questionnaire, data was collected from 112 SMEs across four local government areas. The research employs the ordinary least squares regression analysis to examine the impact of e-merchandise activities, online customer engagement, customer loyalty, digital literacy, and internet penetration on SME performance. Key findings reveal that e-merchandise activities, online customer engagement, customer loyalty, and internet penetration significantly contribute to SME performance in the e-commerce sector. Digital literacy also positively influences performance but to a lesser extent compared to other factors. These insights underscore the importance of optimizing online sales processes, enhancing customer relationships, fostering loyalty, improving digital skills, and expanding internet accessibility to enhance SME success in the digital economy. Based on these findings, recommendations are made to SMEs to invest in robust e-commerce platforms, enhance customer engagement strategies, implement loyalty programs, prioritize digital skills training, and collaborate with policymakers to improve internet infrastructure. These measures aim to support SMEs in Benin-City in achieving sustainable growth and competitiveness in the digital marketplace.