Digital Technology and Market Share of Selected Micro Enterprises Firms in Nigeria

The study examined the effect of digital technology on market share of selected micro enterprises firms in Nigeria. The specific objective was to determine the effect of e-commerce platform usage and social media marketing on market share of selected micro enterprises firms in Nigeria. Descriptive survey research design was adopted on a population of 41,469,947 operators of micro enterprises in Nigeria. A sample size of 400 was calculated using Taro Yamane formula while the respondents were recruited using purposive sampling approach. Primary data were collected using questionnaire based on five-point Likert-scale system. The hypotheses were tested using multiple regression analysis at 5% significance level. The study found the following: E-commerce platform usage has a significant and positive effect on market share of selected micro enterprises firms in Nigeria (β = 0.199, p = 0.000); Social media marketing has a significant and positive effect on market share of selected micro enterprises firms in Nigeria (β = 0.557, p = 0.000). In conclusion, micro enterprises that embrace digital technologies are better positioned to attract a larger customer base, compete more effectively, and grow their presence in the market. The study recommended that operators of micro enterprises should partner with technology solution providers to offer customized, subsidized e-commerce infrastructure and training programs tailored specifically for micro enterprise firms.