Technology adoption and retail innovation among Malaysian SMEs: A qualitative exploration of digital transformation
Abstract
The increasing dominance of large retail chains poses significant challenges for small retailers, particularly in semi-urban areas such as Jempol, Negeri Sembilan. This study explores how small retail businesses leverage technology to remain competitive against larger retail players. Adopting a qualitative research design, semi-structured interviews were conducted with owners and employees of selected small retail stores in Jempol. The data were analysed using thematic analysis to identify recurring patterns related to technology adoption and competitive strategies. The findings reveal that digital marketing, online sales platforms, and basic data analytics play a crucial role in enhancing operational efficiency, expanding market reach, and strengthening customer relationships. Despite resource constraints and limited technological expertise, small retailers demonstrate adaptability by selectively adopting affordable and accessible technologies. The study highlights the importance of strategic technology utilisation, customer-centric approaches, and continuous innovation in sustaining competitiveness. This research contributes to the limited empirical literature on technological adoption among small retailers in small-town contexts. It provides practical insights for policymakers and practitioners seeking to support the digital transformation of small businesses.
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Copyright (c) 2025 Mohammad Firdaus Faiq Mohd Yusri, Norhaninah AGani, Jumain Amborashang
This work is licensed under a Creative Commons Attribution 4.0 International License.
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