E-commerce readiness of booksellers in Kenya

Abstract

Booksellers in Kenya have traditionally sold printed books through physical stores. However, this is changing as e-commerce technology disrupts the industry. Booksellers need to adopt e-commerce and eBook selling to remain competitive and profitable. This paper investigates the barriers and benefits of publishers adopting e-commerce and eBook selling and the level of readiness for the same. The study adopted the Technology, Organization, and Environment [TOE] framework for technology adoption.  The study targeted booksellers in Nairobi, Kenya; it was a survey of bookshops within the central business district of Nairobi and targeted 38 bookshops. Quantitative data collected using questionnaires was analyzed quantitatively using SPSS Version 29 software to provide both descriptive and inferential statistics. Findings of the study showed that the barriers to the adoption of e-commerce were inadequate funding, which correlated to poor online marketing systems (P value 0.017); high delivery costs, which correlated with lack of data protections (P value <0.001); and lack of awareness among booksellers about eBooks. Benefits were higher customer loyalty (P value 0.015), which correlated with new revenue streams (P value 0.015), and higher visibility of the stores. Only 3.7% of booksellers sold eBooks, and only 48.1% of the booksellers indicated readiness for adoption of e-commerce. There was a significant correlation between gender and the likelihood of adoption of eBook selling (P value 0.034). The study recommends that booksellers take advantage of funding initiatives by the government for SMEs to enable them to fund the expansion of their business into eBook selling and e-commerce. It also advocates for a campaign by the Kenya Publishers Association to increase awareness of eBooks and e-commerce among booksellers. The study provides empirical data on the adoption of e-commerce and eBook selling among booksellers in Kenya. It provides insights into the challenges they face as well as the benefits open to them through eBook selling. These findings contribute to the scarce body of data about the publishing industry in Kenya in particular and Africa in general.