E-commerce adoption in traditional stores

Nuserov , Bakhtiyor

Innovation science and technologiy · 2026-yil

Annotatsiya

The rapid growth of online shopping has significantly transformed the retail sector. As a result, traditional brickand-mortar stores are increasingly encouraged to adopt digital strategies in order to remain competitive and relevant inthe market.This trend is particularly important in developing economies such as Uzbekistan, where small and medium-sizedenterprises (SMEs) face growing pressure to modernize their operations and expand their market reach. Therefore,this study aims to examine the key factors, challenges, and effects associated with the integration of e-commerce intotraditional retail, with a particular focus on the influence of digital platforms such as Uzum Market, ZoodMall, and OLX.The study is based on established theoretical frameworks, including the Technology Acceptance Model and the Diffusionof Innovation, which help explain the factors influencing technology adoption. A mixed-methods approach is employed,combining quantitative survey data collected from owners and managers of traditional retail businesses with qualitativeinsights obtained through case studies and interviews.The research examines key organizational determinants such as business readiness, perceived benefits, competitivepressure, and customer preferences, while also evaluating their relationship with e-commerce adoption and overallbusiness performance.The expected findings suggest a positive relationship between e-commerce integration and improvements in salesperformance, operational efficiency, and customer outreach. At the same time, several barriers remain, including limiteddigital skills, financial limitations, infrastructural challenges, and resistance to organizational change. In addition, the studyhighlights the increasing importance of digital ecosystems, particularly the role of Uzum, in improving access to onlinemarketplaces and accelerating digital transformation among SMEs.

Maqola ma’lumotlari
MualliflarNuserov , Bakhtiyor
JurnalInnovation science and technologiy
NashriyotТошкент давлат иқтисодиёт университети
Nashr sanasi2026-04-01
Jild2
Son4
TilIngliz
Ilmiy sohaIqtisodiyot
DOI10.5281/zenodo.19625254
Indeksga qo‘shilgan2026-08-26

DOI: 10.5281/zenodo.19625254 · Maqolaning asl sahifasi

Kalit so‘zlar

Uzbekistan, small and medium-sized enterprises (SMEs), e-commerce adoption, digital transformation, retail sector, Uzum Market, technology adoption.

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APANuserov , Bakhtiyor (2026). E-COMMERCE ADOPTION IN TRADITIONAL STORES. Innovation science and technologiy, 2(4). https://doi.org/10.5281/zenodo.19625254
GOST (OAK)Nuserov , Bakhtiyor E-COMMERCE ADOPTION IN TRADITIONAL STORES // Innovation science and technologiy. – 2026. – T. 2, № 4. – DOI: 10.5281/zenodo.19625254.
MLANuserov , Bakhtiyor. “E-COMMERCE ADOPTION IN TRADITIONAL STORES.” Innovation science and technologiy, 2(4), 2026. https://doi.org/10.5281/zenodo.19625254
ChicagoNuserov , Bakhtiyor. “E-COMMERCE ADOPTION IN TRADITIONAL STORES.” Innovation science and technologiy, 2(4) (2026). https://doi.org/10.5281/zenodo.19625254
HarvardNuserov , Bakhtiyor (2026) ‘E-COMMERCE ADOPTION IN TRADITIONAL STORES’, Innovation science and technologiy, 2(4). https://doi.org/10.5281/zenodo.19625254
BibTeX
@article{nuserovbakhtiyor2026,
  title = {E-COMMERCE ADOPTION IN TRADITIONAL STORES},
  author = {Nuserov , Bakhtiyor},
  journal = {Innovation science and technologiy},
  year = {2026},
  volume = {2},
  number = {4},
  doi = {10.5281/zenodo.19625254},
  url = {https://doi.org/10.5281/zenodo.19625254}
}

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