Barriers Facing E-commerce Activities in the Ghanaian Market

The main objective of the study was to investigate the barriers facing e-commerce activities in the Ghanaian market; a case study of Jumia Ghana. Specifically, the study sought to:

1. Identify the current status of the adoption of e-commerce in the Ghanaian Market.
2. Identify the obstacles facing the implementation of e-commerce.
3. Examine the relationship between the obstacles affecting the implementation of e-commerce and the level of use of e-commerce in Ghana.

The study adopted the descriptive research design specifically a case study approach. The target population of this study comprised all of employees of Jumia Ghana totaling 80 employees. Out of the population of 80, sixty-six (66) employees were sampled out for the study. According to the sampling size determination table by Krejcie and Morgan (1970), a population of 80 must have a sample of 66. Hence the sample chosen for the study was 66. Though the sample size is 66, only sixty (60) of the questionnaires were returned. Hence the sample size for the study is 60. Within the frame of the non-probability sampling, a purposive and convenience sampling was used. The Statistical Package for Social Sciences (SPSS) was used to process the data.