Social Commerce in Rufisque (Senegal)

Abstract

E-commerce, also known as social commerce, connects e-merchants and e-buyers through social media platforms. Like any transaction, this form of electronic commerce requires mechanisms that ensure security and trust between the parties involved. In a context marked by a low banking penetration in Senegal, local actors have developed innovative alternative payment strategies for online transactions, which serve as a guarantee of trust in their virtual business interactions. This article, based on a qualitative study, analyzes the innovative and resilience-based strategies implemented by merchants in Rufisque in a context of social commerce. The payment methods adopted by these actors are examined from a sociological perspective to highlight their ability to adapt creatively to local e-commerce norms.