Work

The Role of e-Commerce Creativity and Innovation in Enhancing the Success of High Street Businesses: A Systematic Literature Review

Year: 2025

Type: review

Abstract: With the growing digitalization of the global economy, the survival of high street businesses (HSBs) largely depends on their ability to creatively and innovatively adopt e-commerce solutions. This study explores the impacts of creativity and innovation on the e-commerce activities of HSBs. Through a systematic literature review and thematic analysis, the study examines potential barriers to e-commerce adoption in these businesses. Conversely, the study focuses on strategies to enhance creativity and the successful adoption of e-commerce in high street businesses. The findings highlight the significance of creativity and innovation in fostering e-commerce acceptance among HSB entrepreneurs, emphasizing the potential for improved business positioning. The study offers practical implications for HSB entrepreneurs, stressing the increasing need to embrace innovative practices for business sustainability. Additionally, it provides insights for policymakers on how to develop supportive frameworks to promote innovation in SMEs. By underscoring the role of innovation and creativity in SME operations, the study offers new directions for future research and policy development in advancing entrepreneurship in the high-street sector.

Source: Journal of Administrative and Economic Sciences

DOI: 10.25259/jaes_18_2_295

Author: Samar Abdulaziz Alzamel

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Demography

Field: Social Sciences

Domain: Social Sciences

SDGs: Decent work and economic growth, Industry, innovation and infrastructure

Open Access status: diamond

Funder: Qassim University

Award: G92618698