Digital Transformation and Growth Opportunities in the Post-Pandemic: A Qualitative Exploration of Small-Scale Entrepreneurs in the Kumasi Central Market

Thomas Mensah Asabere; Stephen  Mahama Braimah

doi:10.38035/dijdbm.v6i3.3906

Authors

Thomas Mensah Asabere University of Ghana, Accra, Ghana. https://orcid.org/0009-0006-8691-4912
Stephen Mahama Braimah University of Ghana, Accra, Ghana. https://orcid.org/0000-0001-8028-9438

DOI:

https://doi.org/10.38035/dijdbm.v6i3.3906

Keywords:

Digital Transformation, Small Scale Entrepreneurs, Digital literacy, Kumasi Central Market

Abstract

Business survival and growth, particularly in developing countries in response to the covid 19 pandemic has made digital transformation more paramount. This study looks at the challenges and opportunities of digital transformation among small scale entrepreneurs, specifically market traders at Kumasi central market. The primary research method for this study was qualitative where 20 small scale entrepreneurs were interviewed from each of the five vendors categories such as food vendors, textile, electronics vendors, local art and craft vendors, and household goods vendors. The study showed four main challenges these stakeholders could face, which are lack of professional and digital literacy, affordability factors, reluctance to accept changeable cybersecurity issues. Moreover, despite these hurdles, there occur a break even such as improved access to markets, better interaction with customers, improved efficiency of operations and development of new concepts of doing business. The study has both theoretical and practical contributions which provides insights on traditional marketplaces adjust towards being digitally transformed and offer recommendations for policymakers as well as entrepreneurs used for the study.

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