Vol. 1 No. 1 (2011)

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Navigating the Digital Divide: A Case Study on E-commerce Adoption by Egyptian SMEs (2010–2025)

Joanna Anderson, Department of Advanced Studies, Helwan University Alice Farmer, Department of Interdisciplinary Studies, Tanta University Yasmin Farouk, Theodor Bilharz Research Institute (TBRI) Nadia El-Sayed, Department of Interdisciplinary Studies, Academy of Scientific Research and Technology (ASRT)
Published: January 22, 2026

Abstract

This case study investigates the persistent challenges and emerging opportunities for Egyptian small and medium-sized enterprises (SMEs) in adopting e-commerce between 2010 and 2025. It addresses the critical problem of the digital divide, which disproportionately constrains women-led businesses, hindering their economic participation. Employing a rigorous qualitative methodology, the analysis is based on in-depth interviews with owners and managers of ten SMEs in Cairo and Alexandria, triangulated with a systematic review of national digital infrastructure policies. The findings identify three principal barriers: entrenched gaps in digital literacy, particularly among older female entrepreneurs; logistical inefficiencies in last-mile delivery; and a dominant consumer preference for cash-on-delivery that stifles digital payment adoption. Conversely, the study delineates opportunities catalysed by accelerated mobile penetration and proactive government initiatives post-2014, which are fostering a more conducive environment for digital sales. The case argues that bridging this divide necessitates targeted, gender-sensitive training programmes and robust public-private partnerships to cultivate trust in digital finance. Its contribution lies in proposing a context-specific framework for understanding how SMEs, especially those led by women, can leverage digital tools for enhanced market access, thereby promoting inclusive growth and advancing sustainable development goals in the regional economy.

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How to Cite

Joanna Anderson, Alice Farmer, Yasmin Farouk, Nadia El-Sayed (2026). Navigating the Digital Divide: A Case Study on E-commerce Adoption by Egyptian SMEs (2010–2025). African Journal of Women in Leadership and Governance, Vol. 1 No. 1 (2011), 2-10.
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Keywords

E-commerce adoptionSmall and medium-sized enterprises (SMEs)Digital divideNorth AfricaCase study methodologyBusiness digitalisationEmerging markets

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Vol. 1 No. 1 (2011)
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