E-commerce Retail Model Adaptation for Ethiopian Food Products Markets: Profitability and Satisfaction Metrics Over Nine Months

This study examines the adaptation of an e-commerce retail model for food products in Ethiopian city markets to enhance vendor profitability and customer satisfaction. A mixed-method approach was employed, including quantitative surveys for customer satisfaction and qualitative interviews with vendors. Data were collected from September to June . Vendor profitability increased by an average of 15% compared to pre-adaptation levels (95% confidence interval: +13% to +18%). Customer satisfaction scores improved by a mean of 20 points across all categories (±4 points, n=150). The adapted e-commerce model significantly boosted vendor profitability and customer satisfaction in Ethiopian food markets. Further research should explore scalability and long-term sustainability of the model, while implementing continuous improvement strategies to maintain high performance levels.