Commercializing of the okra based products using e-commerce in Uganda

Abstract

The purpose of the study was to evaluate the commercialization of Okra based products using Ecommerce in Uganda basing on the following research objectives; to identify the determinant of E-commerce for commercialization of Okra based products in Uganda, to find out the challenges of E-commerce in commercialization of Okra based products in Uganda, and to design the possible strategies of applying E-commerce to commercialization of Okra products in Uganda. The study used a quantitative research designs. It was cross-sectional and non-experimental in nature. The accessible target population for this study was estimated to be 150 respondents including 130 customers whereby 70 from Capital shoppers (Supervisor statistic, 2016); 60 from Shoprite Entebbe road and 20 Okra entrepreneurs. A sample size of 59 respondents was selected from Capital shoppers, 52 were selected from Shoprite and 15 from entrepreneurs using Krejcie and Morgan (1970) sample determination table. Simple random technique was used to select the samples and data was collected by the use of questionnaire. Data collected from the questionnaire was analyzed quantitatively using Statistical Package for Social Scientists (SPSS) version 17.0, to derive and generate descriptive statistics which include frequency tables, and graphs for presentation of the findings. Findings revealed that Commercialization of Okra based Products is mainly determined by electronic order taking, WhatsApp media, Facebook users, Blog e-marketing, E-mail and Mobile optimize website devices. However factors affecting e-commerce adoption include Political situation, technology infrastructures, cultural and social environment, and international relationships. There are many challenges faced by e-commerce in commercialization of Okra based products and they include; lack of customer awareness, lack a comprehensive law, hesitation to technological innovation by clients, weak financial institutions and intermediaries delays the adoption of e-commerce, High price of internet to access electronic services, Illiteracy level and huge leverage cost to implement e-commerce technology transformation affects. It was recommended that management needs to know what paid keywords convert to sales and optimize return in investment on advertising investments with Overture, Google and other paid search engines.