The Influence of E-Marketing on Sales Performance among E-Commerce Entrepreneurs, A Case Study of Ilala District

The research examined the impact of e marketing on sales performance among e-commerce entrepreneurs. The study guided by three specific objectives: to evaluate the role of technology in enhancing the sales performance of e-commerce entrepreneurs in Ilala Municipal, to investigate the effect of information on the sales performance of these entrepreneurs, and to assess the influence of distribution on their sales performance. The study framed by Market Segmentation Theory, which posits that marketers are shifting from traditional mass marketing approaches to targeting more personalized groups of consumers with similar purchasing behaviors and emotional responses. Data collection methods included questionnaires and interviews, with data analysis conducted based on the characteristics of the data, whether qualitative or quantitative. The study reviewed existing literature relevant to its specific objectives. In terms of methodology, it involved customers who subscribed to Azam Television in the Dar es Salaam City Council. Data collection techniques included interviews, questionnaires, observations, and document reviews. Qualitative data analysis utilized content and thematic analysis, while quantitative data analysis employed descriptive and inferential statistics. Key findings indicated that e-commerce provides valuable product information including names, descriptions, prices, availability, and images through mobile applications, which aids customers in making informed purchasing decisions. Additionally, e-commerce expands market reach and improves customer satisfaction by ensuring timely delivery of goods from manufacturers to consumers. The technology used in e-commerce also optimizes various operational tasks, including warehousing, transportation, and inventory management, while offering cost efficiencies, economies of scale, and customer support services.