ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

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Adoption Intention of Digital Tools by Micro and Small Entrepreneurs in the Post-pandemic Era

An Empirical Study in Odisha

The rationale for the adoption of digital tools by micro and small entrepreneurs in the post-pandemic is explained. This will help digital service providers to customise their products and services to match the needs of micro and small businesses.

The pandemic was the biggest challenge for every business irrespective of its size and mode of operation in India (Donthu and Gustafsson 2020: 284–89). Starting from micro business to large corporate firms, all were facing challenges in terms of low scale operation due to low demand in the market, lower profit margin, change in consumers’ preference and shortage of personnel during the pandemic and in the post-pandemic era. Due to the ­social distancing requirements, the consumers prioritised convenience modes such as e-shopping over the physical mode of purchasing. Starting from e-shopping to telemedicine to telework, the digital world is the new normal for ­almost all groups of people. Digital payments, social media consumption, and online shopping are the new ways consumers prefer to connect with brands or business.

The large firms were very well-versed in digital strategies even before the pandemic and also in accelerating the digital initiatives to address the new normal. However, the micro and small businesses were not so proactive to adopt digital strategies given their limited res­ources and the operational inefficiency due to the pandemic (Papadopoulos et al 2020: 1–4). The micro and small ent­repreneurs, however, could not afford to ignore the digital needs of their business in the post-pandemic era. There are many low costs and easy to access digital tools being offered by tech companies to bridge the gaps in the adoption of digital tools by micro and small entrepreneurs. The micro and small entrepreneurs were willing to adopt these digital tools once they realised the pot­ential of the digital business environment, which emerged during the pandemic (Akpan et al 2020: 1–18).

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Updated On : 23rd Jan, 2023
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