THE FACTORS AFFECTING THE ADOPTION AND IMPLEMENTATION OF E-MARKETING AMONGST FMCG RETAILERS IN ZIMBABWE

Abstract

FMCG retailers in Zimbabwe have been slow to embrace and adopt new technology in their marketing eff orts, as they still mainly focus on traditional marketing strategies (Dube & Gumbo 2017) This however did not stop internationally recognised e-commerce giant, PayPal, entering into the Zimbabwean market after establishing that the Zimbabwean economy had the potential to embrace new technology eff ectively. Given this, most of the Zimbabwean populace now can purchase goods online from more than 203 countries, using Pay Pal (Baten & Kamil, 2019). The growth of the number of internet transactions indicates that Zimbabwe is becoming more open to online transactions. Be that as it may, the FMCG retailers in Zimbabwe have not embraced this opportunity (Dube & Gumbo 2017). Tengesa.com, an e-commerce website, experienced a premature failure before it was commercially launched