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The B2C electronic commerce sector has quickly grown and changed how micro-entrepreneurs in the UK home appliances market connect with their customers. This study analyzes how online platforms affect micro-enterprises’ survival and growth and identifies their strengths, weaknesses, opportunities, and threats through platform dependency analysis. Research teams implemented a quantitative research approach to achieve these goals. Micro-enterprises in the UK home appliances sector filled out questionnaires to collect primary data which helped analyze various platform impacts. Massive micro-enterprise samples demonstrate their ability to access markets and reach customers via popular online platforms which leads to decreased entry barriers and increased marketing reach. These online platforms expose micro-enterprises to major obstacles including algorithm dependency, substantial commission costs, and fierce competition which reduces their marginal profits. The implementation of online platforms presents valuable growth opportunities for UK home appliance micro-enterprises but remaining dependent on these platforms presents significant risks. Micro-enterprises must discover several sales channels because their dependency on specific platforms drives their sales growth. Through semi-structured interviews with 30 customers in the UK Home Appliances sector, the study identifies the importance of targeted promotional tools to help micro-businesses achieve success and transition into digital business models.

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The Impact of Online Platforms on Micro-enterprises from the UK Home Appliances Sector

  • 章节

  • 发表日期：

    2026年

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  • Manzar Yasin,
  • Simeon Babatunde,
  • Yohani Jinadasa,
  • Tausif Mulla,
  • Ian Kenji,
  • Syeda Aqsa Zainab,
  • Ch Hasnain Zafar,
  • Arfeen Shah

摘要

The B2C electronic commerce sector has quickly grown and changed how micro-entrepreneurs in the UK home appliances market connect with their customers. This study analyzes how online platforms affect micro-enterprises’ survival and growth and identifies their strengths, weaknesses, opportunities, and threats through platform dependency analysis. Research teams implemented a quantitative research approach to achieve these goals. Micro-enterprises in the UK home appliances sector filled out questionnaires to collect primary data which helped analyze various platform impacts. Massive micro-enterprise samples demonstrate their ability to access markets and reach customers via popular online platforms which leads to decreased entry barriers and increased marketing reach. These online platforms expose micro-enterprises to major obstacles including algorithm dependency, substantial commission costs, and fierce competition which reduces their marginal profits. The implementation of online platforms presents valuable growth opportunities for UK home appliance micro-enterprises but remaining dependent on these platforms presents significant risks. Micro-enterprises must discover several sales channels because their dependency on specific platforms drives their sales growth. Through semi-structured interviews with 30 customers in the UK Home Appliances sector, the study identifies the importance of targeted promotional tools to help micro-businesses achieve success and transition into digital business models.