Title:
THE IMPACT OF DIGITAL SHOPPING ON INCREASING SALES FOR SMALL BUSINESSES

Authors:
Assist. Prof. Dr. Ibrahim Rasool Hani and Noor Malik Hashim Al-Fatlawi, Iraq

Abstract:
This research aims to examine the impact of digital shopping on sales growth in small enterprises, within the framework of the rapid development witnessed in the field of e-commerce and the increasing reliance of businesses on modern technologies in managing their marketing and sales operations. The research adopted a descriptive-analytical approach through a field study conducted at Al-Ittihad Company, employing a questionnaire distributed to a sample of employees to measure the relationship between digital shopping and sales performance. The study results demonstrated a significantly positive relationship between the use of digital shopping tools and increased sales volume, revealing that reliance on digital platforms and social media channels such as Facebook and Instagram substantially contributes to expanding the customer base and enhancing sales opportunities. The findings also indicated that improving user experience, developing electronic payment systems, and activating logistics services play a pivotal role in enhancing customer satisfaction and increasing purchase rates. The study further confirmed that digital data analytics assists small enterprises in understanding consumer behavior and making more accurate and effective marketing decisions. The research concluded that digital shopping is no longer a secondary option but has become a strategic necessity for achieving growth and sustainability in a competitive market. Accordingly, the research recommends enhancing the use of digital tools and developing the marketing skills of employees in small enterprises, thereby contributing to sustained performance improvement and sales growth.