E-commerce Impact on Traditional Retail: A Sequential Explanatory Analysis of Adaption Strategies Among Clothing Vendors

The rapid growth of the internet has reshaped consumer behavior, particularly in the retail clothing industry. E-commerce has become a dominant force, shifting customers from traditional in-store shopping to online platforms. This shift has significantly impacted traditional clothing retailers, challenging their revenues, operations, and long-term sustainability. This study employed a mixed-method approach to examine the impact of e-commerce on traditional clothing vendors in Cavite City and identify effective adaptation strategies. Quantitative data were collected through surveys administered to selected vendors, focusing on changes in revenues, operations, and e-commerce integration. Additionally, qualitative data were gathered via in-depth interviews to provide deeper insights into vendors’ experiences, challenges, and coping strategies. Findings reveal that e-commerce has had varied effects on vendors’ revenues. Some vendors reported slight increases in income due to their gradual incorporation of online selling, while many experienced a decline in sales, largely attributed to decreased walk-in customers and stronger competition from online retailers. Operational difficulties identified include price competition, lack of digital skills, and customer preference for online shopping. However, vendors who adopted partial e-commerce practices noted improvements such as broader market reach and more efficient sales management. The study concludes that while e-commerce poses challenges, it also offers opportunities for growth. Vendors who combine traditional practices, such as personalized service and promotions, with digital strategies like social media marketing and limited online selling, are better positioned for sustainability. A balanced approach, blending offline and online methods, is essential for adapting to the evolving retail landscape.