Click Here To Get The Complete Project »






Globalization and the growth in new technological developments (Ramayah and Ignatius, 2005) has commenced a new era of e-commerce which is viewed by Kalakota and Whinston (1997) as trading of information, goods and services mostly via the internet, leading to the growth of online shopping or e-shopping. These rapid changes in e-commerce have changed the way businesses and customers consume, customize and distribute products (Al-Maghrabi, et al., 2011) creating a lot of competition among the online retailers market (Celik, 2011; Zhou, et al., 2007) whereby a lot of retailers are competing against an overcrowded market (Celik, 2011) resulting in the effort of retailers worldwide in consolidating their businesses (Ramayah and Ignatius, 2005) in order to strengthen their scope of success in the online market and gain the advantage of the challenges they face today. Due to the low cost of managing these businesses it gives rise to a new and powerful channel for information and communication to both businesses and consumers (Al-Maghrabi, et al., 2011) as well as manufacturers and distributors using the internet as a tool for business (Celuch, et al., 2007). Furthermore, customers have flexibility and wider choices of products. And they are able to access numerous information from different sources, comparing prices, shopping at their own convenience creating higher chances of switching from different e-tailers and e-service providers. Thus, through online shopping customers have accessibility to a greater selection of products at their convenience without the restriction of time and space (Brynjolfsson and Smith, 2000). Hence, it raises the challenges of retaining and attracting customers for the online retailers. In order to attain this it is important for online retailers to understand the effectiveness of online shopping by identifying the factors that encourage the consumers to shop online which leads them to complete their  online shopping (Al-Maghrabi, et al., 2011). Online shopping acceptance also varies between developed and developing countries (Celik, 2011) and there is still a huge research gap among these countries which limits the generalization of research results from developed countries to developing country context (Syed et al., 2008).

Online shopping is becoming quite popular in Nigeria, due to its relative convenience and the reasonable prices of goods and services available online. In a city like Lagos with an estimated population of 21 million people, the conventional means of shopping, which involves physically visiting stores, can be tedious and time-consuming. In 2014 Nigeria recorded over $2 million worth of online transactions per week and close to $1.3 billion monthly. Nigeria’s e-commerce market is developing rapidly, with an estimated growth rate of 25 percent annually.

According to an online researcher, e-marketer, while online shopping across the rest of the world is growing at 16.8 percent, Africa’s online shopping space is growing at a rate of 25.8 percent – making it the fastest growing in the world. Nigerians are notorious for their love of online shopping. The Euromonitor Nigeria in a 2011 report revealed that Nigerians spend $6.3 billion per year on clothing. In a recent survey conducted by Philip Consulting 38 percent of Nigerians prefer to buy products through the internet. Middle-class consumers are the biggest purchasers online. Nigeria’s middle class now accounts for 28 percent of the population, and the middle class is well educated, with 92 percent having completed post-secondary school education. This middle class is brand conscious and tech-savvy and their technology of choice is a mobile device.

Also in some advanced countries of the world, online shoppers were distributed into five major job categories which were, top management executives, other white-collar workers, businessman and self-employed, blue collar workers, retired and unemployed, and housewives. In which top management executives were among the heavy online shoppers (Ong, 2010). which is a case study in this research is a Nigerian electronic commerce company founded in 2012 with headquarters in Yaba, Lagos. They started with 20 staff. It offers a third-party online marketplace, as well as first-party direct retail spanning various categories including consumer electronics, fashion, home appliances, books, children's items, and personal care products. In January 2015, Konga was ranked as the most visited Nigerian website by Alexa Internet. According to CEO Sim Shagaya, Konga "leads the field in Nigeria today [early 2015] in Gross Merchandise Value," a metric measuring the total value of merchandise sold through a particular marketplace. Konga announced it acquired the assets and mobile money license of Internet Nigeria Limited in June 2015, thereby meeting the Central Bank of Nigeria's legal requirement for the provision of mobile payment services. The acquisition will support KongaPay, launched in August 2015, Konga's solution to facilitate uptake of cashless electronic payments.


Online shopping is becoming popular throughout the world including Nigeria. This study is to ascertain the factors that contribute to the effectiveness of online shopping among Nigerian consumers using Konga as a case study. Previous studies examining the role of Subjective norms (SN), previous purchase experience (PPE) and perceived risk (PR) were inconsistent and a higher proportion of the findings were with respect to consumer’s behavior in the West which cannot be directly applied to a cross-cultural context. The purpose of the study is to investigate the relationships between these variables and the variables of models that are associated with effectiveness of online shopping in Nigeria.


The following are the objectives of this study:

1.  To examine the effectiveness of online shopping in Nigeria.

2.  To determine the level of patronage for the online stores in Nigeria.

3.  To identify the factor militating against online shopping acceptance in Nigeria.


1.  What is the effectiveness of online shopping in Nigeria?

2.  What is the level of patronage for the online stores in Nigeria?

3.  What are the factors militating against online shopping acceptance in Nigeria?


The following are the significance of this study:

1.  The outcome of this study will educate the Nigerian general public on the effectiveness and advantages of shopping online.

2.  This research will also serve as a resource base to other scholars and researchers interested in carrying out further research in this field subsequently, if applied will go to an extent to provide new explanation to the topic.


This study on measuring the effectiveness of online shopping a case study of Konga will cover all issues related to online purchases of goods with a view of ascertaining the effectiveness and reliability of such services.


1.  Financial constraint- The insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection (internet, questionnaire, and interview).

2.  Time constraint- The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted to the research work.


Al-Maghrabi, T., C. Dennis, S. Halliday, 2011. Antecedents of Continuance Intentions towards E-Shopping: The Case of Saudi Arabia. Journal of Enterprise Information Management, 24(1): 85-111

Brynjolfsson, E., M.D. Smith, 2000. Frictionless Commerce? A Comparison Of Internet and Conventional Retailers. Management Science, 46(4): 563-85.

Celik, H., 2011. Influence of Social Norms, Perceived Playfulness and Online Shopping Anxiety on Customers’ Adoption of Online Retail Shopping: An Empirical Study in the Turkish Context. International Journal of Retail & Distribution Management, 39(6): 390-413

Celuch, K., S. Goodwin, S. Taylor, 2007. Understanding Small Scale Industrial User Internet Purchase and Information Management Intentions: A Test of Two Attitude Models. Industrial Marketing Management, 36(1): 109-20

Kalakota, R., A. Whinston, 1997. Electronic Commerce: A Manager’s Guide. Reading, MA: Addison-Wesley. As cited in Fillis, I. and Wagner, B. (2005). E-business development: An exploratory investigation of the small firm. International Small Business Journal, 23(6): 604-634.

Ramayah, T., J. Ignatius, 2005. Impact of Perceived Usefulness, Perceived Ease of Use and Perceived Enjoyment on Intention to Shop Online. Journal of Systems Management, 3(3): 36-51.

Syed, Bakar, Z., H.B. Ismail, M.N. Ahsan, 2008. Young Consumers Online Shopping: An Empirical Study. Journal of Internet Business, 5: 81-98

Zhou, L., L. Dai, D. Zhang, 2007. Online Shopping Acceptance Model: A Critical Survey of Consumer Factors in Online Shopping. Journal of Electronic Commerce Research, 8(1): 41-62.



Click Here To Get The Complete Project »


Please feel free to carefully review some written and captured responses from our satisfied clients.

  • "I love what you guys are doing, your material guided me well through my research. Thank you for helping me achieve academic success."

    Sampson, University of Nigeria, Nsukka.
  • " is God-sent! I got good grades in my seminar and project with the help of your service, thank you soooooo much."

    Cynthia, Akwa Ibom State University .
  • "Sorry, it was in my spam folder all along, I should have looked it up properly first. Please keep up the good work, your team is quite commited. Am grateful...I will certainly refer my friends too."

    Elizabeth, Obafemi Awolowo University
  • "Am happy the defense went well, thanks to your articles. I may not be able to express how grateful I am for all your assistance, but on my honour, I owe you guys a good number of referrals. Thank you once again."

    Ali Olanrewaju, Lagos State University.
  • "My Dear Researchwap, initially I never believed one can actually do honest business transactions with Nigerians online until i stumbled into your website. You have broken a new legacy of record as far as am concerned. Keep up the good work!"

    Willie Ekereobong, University of Port Harcourt.
  • "WOW, SO IT'S TRUE??!! I can't believe I got this quality work for just 3k...I thought it was scam ooo. I wouldn't mind if it goes for over 5k, its worth it. Thank you!"

    Theressa, Igbinedion University.
  • "I did not see my project topic on your website so I decided to call your customer care number, the attention I got was epic! I got help from the beginning to the end of my project in just 3 days, they even taught me how to defend my project and I got a 'B' at the end. Thank you so much, infact, I owe my graduating well today to you guys...."

    Joseph, Abia state Polytechnic.
  • "My friend told me about ResearchWap website, I doubted her until I saw her receive her full project in less than 15 miniutes, I tried mine too and got it same, right now, am telling everyone in my school about, no one has to suffer any more writing their project. Thank you for making life easy for me and my fellow students... Keep up the good work"

    Christiana, Landmark University .
  • "I wish I knew you guys when I wrote my first degree project, it took so much time and effort then. Now, with just a click of a button, I got my complete project in less than 15 minutes. You guys are too amazing!."

    Musa, Federal University of Technology Minna
  • "I was scared at first when I saw your website but I decided to risk my last 3k and surprisingly I got my complete project in my email box instantly. This is so nice!!!."

    Ali Obafemi, Ibrahim Badamasi Babangida University, Niger State.
  • To contribute to our success story, send us a feedback or please kindly call 2348037664978.
    Then your comment and contact will be published here also with your consent.

    Thank you for choosing