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Abstract

E-commerce and online marketplaces have witnessed remarkable growth over the past twenty years, transforming consumer behaviour and global business practices. This paper examines the factors contributing to the rise of e-commerce, focuses on its implications for consumer behaviour, and the business performance. The study employed a descriptive research design and utilised a survey method to gather data from fifty SMEs operating online businesses in Nigeria. Structured questionnaires were administered to business owners and managers to gain insight into their operational strategies, digital marketing adoption, and perceived challenges facing the e-commerce and online marketplaces in Nigeria. Data were analysed using descriptive statistical tools, including frequency distribution and percentages. Through an empirical analysis of recent trends, this research discusses the role of digital infrastructure, consumer preferences, technological advancements, and regulatory policies in shaping the e-commerce ecosystem. The finding reveals that mobile commerce, digital payment system, and presence of artificial intelligence play important role in the evolution of e-commerce and transformation of online marketplaces. Consequently, the study proposes policy recommendations aimed at addressing issues such as data privacy, cybersecurity and the digital divide. These acknowledge the need for flexible regulatory framework that can keep pace with growing trend of technology, ensuring consumer protection and promoting innovation within e-commerce industry

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