IDENTIFICATION AND EVALUATION OF KEY FACTORES INFLUENCING E-COMMERCE APPROACH BY SMES IN TIRANA DISTRICT

Abstract

- E-commerce has enabled a competitive market, as a result many companies are thinking about changing the model of doing business, in order to be as competitive as possible in the market. Managers think that the use of e-commerce enables them to have a better relationship with customers and suppliers, improve the process of doing business, and in some cases even restructuring an entire industry.

The main instrument used for data collection was the questionnaire, standardized through “panel expert” on what extent the electronic commerce is applied by SMS opperating in Tirana district and the evaluation of the benefits earned by companies while using the application of E-commerce. The questionnaire was completed through direct interviewing of 124 SMEs Managers in the period of November 2021- March 2022. After data collection, their processing was done in SPSS and Chronbach alpha coefficients were used to see the internal consistency of the questionnaire.

At the end, this paper identified and evaluated the key factores influencing e-commerce approach by SMEs in Tirana district, which are: sales increase; efficiency; profits; business value; distribution costs; promotion costs; exchange of information; access to new markets; access to technological competencies; building consumer satisfaction.