A CONFERENCE PAPER

TITLE:
The Impact of Covid-19 on E-Commerce in Nigeria

BY:

DAVID AGBEYEGBE
Department of Business Administration and Management Studies
Taraba State Polytechnic, Suntai.
davidagbe1@gmail.com
+2349132664096

AT:
2ND BIANNUAL NATIONAL CONFERENCE OF ASUP-JOURNAL OF
SCIENCE, ENGINEERING AND MANAGEMENT (ASUP-JOSEM)

DATE:
Wednesday 8th September 2021 to Friday 10th September 2021

VENUE:
DANBABA SUNTAI LECTURE THEATRE
TARABA STATE POLYTECHNIC, JALINGO CAMPUS

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ABSTRACT

The covid-19 pandemic which occurred first in China at the end of December 2019, spread
fast and soon became a global concern within the first quarter of 2020. This made many
countries to institute lockdown which restricted the movement of people, goods, and services.
Covid-19 has impacted almost every aspect of society including our lives, our jobs, and our
businesses. It has disrupted supply chains and altered the consumer behaviour towards
spending and purchase of goods. The business atmosphere was adversely affected as markets
and business premises were under lockdown and people could no longer purchase their
desired goods from their normal outlets which led to the increase in e-commerce transactions.
This paper therefore explores how Covid-19 impacts on e-commerce using extant literature.
It was found out that the upsurge in e-commerce transactions also brought about increased e-
commerce security threats such as financial threats, phishing, spam, malware, bolts, and brute
attacks. Among the recommendations made is that the government should build an enabling
e-commerce environment which requires changes in public policy and business practices to
improve the digital and trading infrastructure, facilitate digital payments and establish
appropriate legal and regulatory framework for online transactions and security in the country.

KEYWORDS: Covid-19, Consumer behaviour, E-commerce, Retailing

INTRODUCTION

Corona Virus Disease 2019 (Covid-19) emerged from China at the end of December 2019
(Harahap, et al. 2021). Coronavirus pandemic has become the biggest threat to the global
economy. The economic, financial, and social systems of most countries have witnessed
major paralytic consequences (Opute, et al. 2020). Nigeria for example had a fair share of the
effect of changes in the economic and business landscape, and the first containment response
to the Covid-19 pandemic was the imposition of a lockdown by the Federal government and
state governors of the country. A direct consequence of the lockdown strategy is a shutdown
of businesses except for essential services, leading to an unprecedented disruption of
commerce in most sectors. Most businesses had to close operations with only a few operating
at a bare minimum (Opute, et al. 2020).

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The COVID-19 pandemic which has engulfed the global economy like a wildfire has greatly
affected the nature of retail service sector (Fernandes, 2020). The closure of national borders,
the restriction to the movement of people and goods, re-alignment and re-prioritisation of
budgets, the isolation and quarantining of huge numbers of people and the requirements of
social distancing continue to have profound implications for the retail scenery (Opute, et al.
2020). Hence the need for strategic plans became important for retailers across the world as
they needed to come up with survival strategies such as capitalizing on e-commerce.

LITERATURE REVIEW

WHAT IS E-COMMERCE?

E-commerce or electronic commerce has been defined in several ways. According to

Chankraborty, 2021, e-commerce is the online process of marketing, selling, delivering,
servicing, and paying for goods and services. While Kotler et al., 2002 refers to e-commerce
as the purchase and sale processes conducted with the use of electronic devices. The World
Trade Organisation (WTO), view e-commerce as the production, advertisement, sale, and
distribution of products using ICT network. According to Jamsheer (2019), e-commerce is
the usage of telecommunication networks to automate business relations and workflow. On
the other hand, Bristol (2001) strongly claims that e-commerce is the conduction of trade in
products and amenities, under the assistance of telecommunication and telecommunication
cantered instruments. Moreover, Rose et al., (2019) contends that e-commerce refers to the
exchanging organization data, preserving business relations, and conducting operational
transactions via telecommunication systems. Ultimately, Kalakota & Whinston (1997) and
Abdullah et al., (2021) characterizes e-commerce as utilizing computer, internet, and shared
software technology to exchange merchandise descriptions and illustrations; offers and
procurement details; as well as other information needed to be conversed to consumers,
providers, staffs, or the community.

Therefore, e-commerce could be referred to as any form of online operational transactions

through computer and other electronic devices.

HISTORY OF E-COMMERCE

The invention of Internet brought huge opportunities for information technology and provided
new opportunities for businesses. The progress of e-commerce started in the early 1970s after
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establishment of Electronic Funds Transfer (EFT). EFT is computer-based system which is
used to perform financial transactions electronically. The use of EFT applications was limited
to financial companies, large businesses as well some institutes and corporations (Mujmule,
2021).

Electronic Data Interchange (EDI) was developed in the late 1970s to reduce the drawback of
electronic funds transfer (EFT). EDI enlarged the group of participating businesses from
services, retailers, manufacturers etc. These systems were later called Inter Organizational
System (IOS). An Inter-Organizational System (IOS) allows for an integrated flow of
information between organizations to achieve a desired supply chain management system that
facilitates the growth of organisations. Hence, electronic commerce includes enterprise
resource planning systems, data mining, and data warehousing from the 1990s onwards
(Mujmule, 2021).

Classification of E-Commerce

E-commerce business can be done online through the following ways:

1) Business-to-Business (B2B) 2) Business-to-Consumer (B2C)

3) Consumer-to-Consumer (C2C) 4) Mobile Commerce (M-Commerce).

5) Business-to-Administration (B2A) 6) Consumer-to-Administration (C2A)

Business-to-Business: This entails one business making commercial transaction with another
business.

Business-to-Consumer: This refers to the direct transaction between the business and the
consumer thereby bypassing the wholesalers and retailers.

Business-to-Government: This refers to the online sale of goods and services to the
government or its agencies.

Consumer-to-Consumer: This is a business model that facilitate commerce between private

individuals. It involves one consumer selling to another consumer online. Online platforms
that can facilitate this form of transaction includes jiji, eBay and amazon.

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Mobile Commerce: This refers to the use of wireless handheld gadgets like cell phones and
tablets to carry out online commercial transactions such as buying, selling, banking, and
making payments.

Business-to-Administration: This comprises all internet transactions between companies

and the government. This covers a wide variety of diverse programmes such as taxation, social
care, health care, legal documentation, and records, etc.

Consumer-to-Administration: This model incorporates all electronic purchases between

government and individuals which includes:

Education – disseminating information, distance learning, etc.

Social Security – through information distribution, making payments, etc.

Taxes – filing tax returns, payments, etc.

Health – appointments, information about illness, payment for health services, etc.

BENEFITS OF E-COMMERCE TO THE CUSTOMER

Buying 24/7 all through the year: E-commerce stores are always accessible. Customers can
shop at all hours of any day during the year. In this case, customers, especially those who do
not usually have time to do conventional shopping, can do their purchase anytime through
sellers’ website (Taher, 2021).

Saves Time: Customers need less time to shop online from the comfort of their homes or
from anywhere they are.

Convenience: Customers can effortlessly order their desired product from anywhere in the
world using their electronic devices (Aonerank, 2019).

Price Comparism: Customers can compare prices and features from different websites
before taking decision to buy.

Provides Varieties: E-commerce provides a wide variety of goods from which a customer
can choose, unlike the traditional system with limited stock (McKinsey, 2019).

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Easy Accessibility: Customers can browse through the various to find their desired product
without lost unlike the conventional shopping malls where they can get lost while wandering
along the.

Provides History of Customer Purchase: E-Commerce provides a history of customers’

purchases available whenever needed with a huge amount of data. A customer does not only
see the relevant detailed information within seconds but is also able to review his/her previous
purchases (Clarke, 1999).

BENEFITS OF E-COMMERCE TO THE COMPANIES

No Geographical Limitations: Companies can sell their products to anywhere in the world.
They do not need large building structures or opening of branches to get close to their
customers.

Lower Operational Costs: They may employ only few staff with little or no rent and a
reduced fixed operating expenditure (Aonerank, 2019).

Increases Companies Efficiency: E-commerce benefits from the “pull” type supply
administration. In this type of management, a business procedure begins when a demand
originates from a client and utilizes a ‘just in time manufacturing’ method. This makes the
company conduct business transactions faster and at lower operational costs, increasing
company efficiency (Taher, 2021).

Easier Market Targeting: Targeting the right people is a key factor in promoting e-
commerce services. Online providers collect a great number of consumers’ data to ensure they
are targeting the right audience to their products. For instance, if they are promoting a male-
oriented product, they can target one sex and getting more engagements, and as results gaining
more purchases (Taher, 2021).

Higher Advertisement Impact: Advertisement slots can get the attentional of millions of
customers and prospects across the globe simultaneously.

LIMITATIONS OF E-COMMERCE

Inability to test item before purchase: With this kind of shopping, customers are unable to
try the item before getting it (Alnoor et al., 2020). This could make them to be sceptical about
its quality.
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Lack of the personal touch: E-commerce do not provide a forum for physical interaction
which may discourage customers who wish to interrelate or socialise (Alnoor et al., 2020).

Delay in delivery: To shop online means to wait up to one week, or sometimes more, to have
your order in your hands. The joy of getting the product while doing actual shopping is
missing while shopping online (Bhasin, 2019).

Damage during Transportation and Delivery: The product bought online can be damaged
or spoiled during delivery. It may be difficult or expensive to get a replacement as the
damaged product must be shipped back to the vendor before it can be replaced.

Limited Consumer Services: There may be delays to enquiries or complains in the customer
service of online transaction unlike in a physical shop where prompt attention may be given
due to the customers physical presence.

Loss or Theft: Product could be lost while on transit or even stolen.

Need Internet Connection: Connectivity to the web or online access is required for the
partaking of customers in online shopping. They also require devices that connect to the Net
(Bhasin, 2019).

Credit card Fraud: A customer could be defrauded with the exposure of his credit card
information online.

Software development: Software is constantly being developed and modified. This poses
limitations on online companies. For example, it requires companies to constantly update
software as well as hardware required to support the development of software (Taher, 2021).

IMPACT 0F COVID-19 ON CONUMER BEHAVIOUR AND E-COMMERCE

The unprecedented COVID-19 pandemic has brought several consequences for the everyday
life of consumers and has dramatically changed how businesses is carried out and how
consumers behave (Donthu & Gustafsson, 2020; Pantano et al., 2020). According to Laato et
al. (2020), most government decision to lockdown by closing schools, shops and boarders
sparked fears of upcoming disruptions and triggered people’s behavioural responses.

At the early stage of COVID-19 in 2020, consumers displayed stockpiling behaviours which
is a serious deviation from their usual shopping behaviour for fear of perceived scarcity

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(Pantano et al., 2020). The poor accessibly to store premises and health concerns due to
lockdowns and social distancing brought an immediate increase in the demand for alternative
distribution channels like the online shopping which had previously witnessed a limited
steady growth in the last decade (Harris et al., 2017), but suddenly had a significant increase
during the COVID-19 pandemic crises (Pantano et al., 2020). Furthermore, the less digitally
savvy customers braced up to online shopping due to the safety offered by technology (Eger
et al., 2021).

During COVID-19 Pandemic, consumers remained at home for a long time owing to
restrictions of movement which resulted in several behavioural changes for the sake of
obeying rules and avoiding the risk of infection. These changes mostly stem from the product
they bought and the means of shopping. Consumers largely tended to purchase their basic and
vital needs through online shopping at this time.

Danışmaz, 2020; He and Harris, 2020; Knotek et al., 2020 in their studies, noted that during
the pandemic consumers bought more of food items, health and hygiene products. On the
other hand, the sectors like housing and automobile were negatively affected. Likewise,
Wetter et al. (2020), in their study, confirmed that the consumers in Italy bought food more
than expected during the Pandemic. They stressed that the stocks got exhausted at a point.

Goddard (2020) examined the impacts of the Pandemic on food retailing and services in
Canada. He stated that there was an increase in the markets’ product delivery and online sales
during the Pandemic period. For online grocery shopping, it became necessary to create
distribution networks through distribution centres, integrate with physical stores and expand
geographic access. Owing to this situation, small-scale enterprises found it difficult to
compete against large chain stores (Richards & Rickard, 2020).

Wen et al. (2020) examined the impact of Covid19 pandemic on the lifestyle and travel of
Chinese people. Chinese consumers travelled with small groups because of the pandemic
conditions. It was also observed that they preferred visiting isolated places to well-known
places. Pantano et al. (2020) point out that consumers have reviewed their shopping habits
and at the same time have discovered benefits from services they had never used before. For
instance, some consumers are switching to online purchases, discovering the safety and
benefits of home deliveries, store pick-up, and cashless payment.

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The Nigerian situation was not an exception. Ifenowo (2021), in his study of the impact of
Civid-19 pandemic on the patronage of an E-commerce platform in Lagos found out that more
customers including those who had not previously patronised the e-commerce platforms
joined the online shopping train.

Zwanka & Buff (2021) in their study summarised some consumers behavioural changes
during the Covid-19 pandemic as follows:

• Consumers cultivated the notion of forward buying.

• In this period most of the orders were made online to avoid much contact with the
product.
• During this period, there has been an increase in the demand for products with long
shelf life and medical supplies, especially like disinfectants, masks, and gloves.
• Consumers had more of virtual reality contacts rather than face-to-face.

E-COMMERCE SECURITY THREATS

The upsurge in e-commerce because of Covid-19 has also brought about a lot of security
threats to both online retailers and customers across the globe, Nigeria inclusive. The industry
experiences up to 32.4% of all successful threats annually, in which case hackers usually
target e-commerce store administrators, users, and employees using numerous malicious
techniques (Varghese, 2021). Some of these security threats are discussed below:

(i). Financial Fraud: Financial fraud occurs when someone deprives you of your money
through misleading, deceptive or some other forms of illegal practices. Financial fraud could
be carried out by cybercriminals who uses stolen credit card data to buy products from an e-
commerce store. It could also be done through fake refund and return claims.

(ii). Phishing or tricking the shopper: It is one of the common security threats of e-commerce
in which hackers pretends as legitimate businesses and send emails to clients to trick them
into revealing their sensitive information by simply presenting them with a fake copy of a
business legitimate website or anything that allows the customer to believe the request is
coming from the legitimate business owners (Patel, 2020).

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(iii). Spamming: This is done by some players who sends out infected links through email or
social media in which case, any prospect who clicks it will be directed to their spam website
where they may end up being victims.

(iv). Malware: This is when hackers design malicious software programmes and install it on
your computer system or device without your knowledge. These programmes may include
spyware, viruses, trojan and ransomware which can easily swipe any sensitive data in the
infected system and can also affect your website.

(v). Bolts: Some attackers can develop special bots that can pickle your website to get
information about inventory and prices and use it to modify theirs as a competitive measure.
They can also use such information to change the pricing of your online store, or to garner
the best-selling inventory in shopping carts, resulting in a decline in your sales and revenue.

(vi). Brute Force Attacks: These attackers target the online store’s running panel to figure out
their password by brute-force. It uses programs that establish a connection to the website and
use every possible combination to crack their password.

(vii). SQL Injections: SQL injections are cyber-attacks intended to access your database by
targeting your query submission forms. They inject malicious code in your database, collect
the data and then delete it later (Varghese, 2021).

CONCLUSION

The COVID-19 pandemic has affected the world at large and changed our usual social
contacts, our working, schooling, and shopping behaviour. It has created a great change for
both business and consumers worldwide. As the pandemic continues, e-commerce will
continue to be imperative to both business and consumers which may necessitate further
innovation in e-commerce transactions. However, the sophistication in innovation and human
advancement in knowledge may continue to impact both positively and negatively on the
effectiveness of e-commerce transactions as attacks against security of e-commerce system
may also be on the increase. Consumers may be at the risk for losing their personal
information and money. Therefore, it is very important to make the internet safe for e-
commerce transactions. Security is a fundamental aspect of any information technology
system and should be given serious attention by the government, the business, and the
customer. Control measures and procedures can be instituted to protect the website and
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minimize the vulnerabilities and thereby instil confidence on e-commerce customers and
prospects.

RECOMMENDATIONS

As the business of e-commerce transactions increases, the associated threats will continue to
exist. The control measures and procedures put in place can help to protect the website and
minimize the vulnerabilities (Patel, 2020). The following recommendations are hereby
proposed:

(i). Education: Online shoppers should be well informed of the security threats that are
associated with online shopping. A system is only as secured as the people that uses it. For
instance, if a shopper chooses a weak password, or does not keep their password confidential,
then an attacker can pose as that user to defraud him or her.

(ii). Installing personal firewalls: When connecting your computer or device to a network, it
becomes vulnerable to attack. Installing a personal firewall helps protect your computer by
limiting the types of traffic initiated and directed to your computer or network device.

(iii). Securing Payment Gateway: E-commerce business undertakers should avoid storing the
credit card information of their clients on their database. The customer should also avoid
storing their financial details on their phones and online devices. Instead, let a third party such
as PayPal and Stripe handle the payment transactions. This ensures better safety for the
organisation and customers’ personal and financial data.

(iv). Securing the Administration Panel and Server: It is advisable to always use complex
passwords that are difficult to figure out and make it a habit of changing them frequently. It
is also good to make the panel to send you notifications whenever a foreign Internet Protocol
(IP) tries to access it.

(v). Installing anti-malware and anti-virus software: An anti-malware is a software program

that detects, removes, and prevents infectious software (malware) from infecting the computer
and IT devices. While the Anti-virus is a software that is meant to keep a check on infections
on your system.

(vi). HTTPS and SSL certificates: Look for sites with HTTPS and SSL certificate. The
HTTPS protocols not only keep users’ sensitive data secure but also boost an organisations

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website ranking on Google search page. They do so by securing data transfer between the
servers and the users’ devices. They, therefore, prevent any interception.

(vii). Reviews: Check the internet for reviews about the organisation and the product.

(viii). Reputation: Only transact e-commerce business with trusted persons and reputable
organisations such as Jumia Nigeria, Koga, Jiji Nigeria, eBay, Amazon, and Ali Express.

(ix). Government e-commerce policy: The government should build an enabling e-commerce
environment which requires changes in public policy and business practices to improve the
digital and trading infrastructure, facilitate digital payments and establish appropriate legal
and regulatory framework for online transactions and security in the country.

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