Date of Conferral



Doctor of Business Administration (D.B.A.)


Business Administration




Small and medium enterprises in Nigeria rarely use eCommerce, which has led to lagging market shares and profitability compared to firms in other countries that use eCommerce. Approximately 90% of boutique fashion businesses shut down their businesses due to the inability to operate outside their business location. The social exchange theory was used in this multiple case study to explore how some small business owners in the boutique fashion industry use eCommerce to improve product marketing and profitability in Nigeria. The target population for this study was 5 fashion boutique owners based in Lagos State, Nigeria with a significant record of profitability by using eCommerce in product marketing. The data collection was through semistructured face-to-face interviews with 5 business leaders; each from different fashion boutiques in Lagos. Data collected was first coded to maintain confidentiality of participants, the digital recordings was transcribed into a Microsoft word document, and Nvivo 10 software was used to analyze and generate emerging themes. The data analysis was supported by methodological triangulation and member checking to enhance the credibility and trustworthiness of the interpretations. Two of the themes that emerged from the study were generating sales to improve profitability and strategic store locations. Use of eCommerce may contribute to social change through an increase in successful startups, increased employment, and the positive impact such companies have in the societies and communities they operate. Leveraging eCommerce may enable small- and medium-sized enterprise leaders to operate sustainable businesses.