Abstract
Electronic commerce (e-com) has provided significant global competitive advantages to large enterprises. This research project aims to examine the impact that the e-com applications of electronic marketing (EM), electronic advertising (EA), electronic customer support services (ECSS), electronic order and delivery (EOD), and electronic payment systems (EPS) have on the organisational performance (OP) of small, micro, and medium enterprises (SMMEs) in the clothing manufacturing sector within Gauteng. Additionally, the purpose of this study is to shed light on the extent of knowledge that stakeholders possess regarding the influence of e-com on the OP of SMMEs. The mixed method data for this study was obtained through questionnaires distributed to a total of 150 respondents, comprising the workforce of both online and traditional brick-and-mortar stores, alongside semi-structured interviews with 15 owners and managers from similar establishments. The motivations for adopting e-com applications in SMMEs include the advantages of enhanced product/service quality, increased customer satisfaction, improved employee efficiency, a competitive edge in the global marketplace, and overall enhancement of OP. The barriers faced in the implementation of e-com applications identified in this study include a lack of trust from customers due to past experiences with delivery inefficiencies, concerns about internet security that result in the rejection of online payment systems, and insufficient prioritisation of capacity building, which hinders innovative growth. Lastly, new businesses often lack sufficient knowledge about the availability of government funding options. These findings highlight the necessity for strong digital infrastructure that reassures customers that their online privacy is safeguarded. Furthermore, leadership should prioritize the welfare of their employees, as this directly influences the feedback loop that connects back to the organisation’s customers.