Abstract
E-commerce supply chain management has become an essential component ofmodern corporate operations in the digital age. The purpose of this study is to investigate the efficacy of e-commerce supply chain management in the tyre business, with a specific focus on Bridgestone South Africa. In this study, the survey questionnaire was chosen using a non-probability purposive sampling method. A response rate of 84% (21 participants) was achieved from the survey questionnaire, which is very good. Bridgestone historical data from 2019 to 2023 was also examined to determine the influence of e-commerce installation on sales volumes, consumer purchasing behavior, and customer satisfaction. The survey's fundamental findings, direct data from Bridgestone, and a review of the literature on the influence of e-commerce on sales levels all indicate that e-commerce adoption may lead to greater profitability and sales turnover. Regarding the effect of e-commerce supply chain strategy on purchasing behaviour and customer satisfaction, the survey data indicates that e-commerce enables organisations to better understand customer behaviour, contributes to a more positive customer experience, and fosters increased customer loyalty and repeat purchases. Furthermore, the transition of a significant portion of customers from traditional in-store purchases to exclusively online transactions highlights the transformative power of e-commerce in reshaping customer preferences and market dynamics. The increasing customer reliance on online platforms for purchasing demonstrates the effectiveness of the e-commerce initiatives at Bridgestone in enhancing customer engagement and loyalty. In terms of the key factors that contribute to the success or failure of e-commerce implementation, the literature and primary data emphasise several critical factors. These include website design and usability, mobile optimisation, cybersecurity, effective inventory management, efficient order processing and delivery, data analytics for personalisation, scalability, market research, competitor analysis, and active customer feedback assessment. These factors collectively shape the outcome of e-commerce implementation and determine whether it succeeds or fails in the dynamic digital marketplace.