Abstract:
The integration of electronic commerce (e-commerce) and social media has
facilitated a new way for consumers to shop and socialise, through what is today
known as social commerce (s-commerce). The rise in internet penetration and the
increase in popularity of social networking sites, such as LinkedIn, Facebook, Twitter,
WhatsApp, and Instagram have opened opportunities for new business models, such
as social commerce. This is a significant opportunity for small businesses in South
Africa to leverage, given the challenges faced amid the challenging market dynamics
they operate in, growth uncertainties, fluctuating market demand, lack of resources,
and increased competition due to globalisation that has become an enormous threat
with online shopping. However, if implemented skilfully, social commerce is a worthy
tool to explore for small businesses that represent the largest sector of companies
and are essential to driving economic growth and economic sustainability in
emerging economies, like South Africa.
The study aimed to explore the drivers of social commerce for small businesses in
South Africa. It sought to understand small business owners’ awareness of the
potential benefits of s-commerce for their businesses, and the importance of
consumer trust, social support, and social media platform usage in implementing scommerce
in their businesses.
The quantitative responses of 150 small business owners in Gauteng were
statistically analysed. The results revealed that small business owners are very
aware of the benefits of social commerce, and they consider building consumer trust,
social support, and platform use as very important drivers of social commerce. The
study revealed significant positive relationships between small business owners’
awareness of the potential benefits of social commerce and the importance of
building consumer’s trust, social support, and platform use.
