E-COMMERCE AND RETAIL BUSINESS PERFORMANCE IN WUKARI
This study examines the impact of e-commerce on retail business performance, focusing on trust and security, logistics and delivery systems, and consumer behaviour trends in selected retail stores in Wukari Metropolis. Using primary data from 208 respondents and regression analysis, the findings reveal that trust and security significantly influence consumer purchase decisions, logistics efficiency enhances customer satisfaction, and evolving consumer behaviour trends shape e-commerce success. The study concludes that adopting e-commerce strategies improves retail performance and recommends investments in cybersecurity, logistics infrastructure, and digital marketing. This research contributes to knowledge by providing empirical insights into the role of e-commerce in modern retail business.
Keyword: E-commerce, Retail, Business, Performance, Trusts, Delivery-systems, Consumer.
