Digital Disruption in Retail Industry: Adoption of Digital Technology Amongst Small Retail Store Owners

Small neighbourhood stores form a critical pillar of developing economies, with technology firms increasingly engaging to enhance service delivery and operational efficiency in these settings. The rise in mobile phone and internet penetration has the potential to significantly accelerate technology-based innovations in small retail stores, improving their productivity and sustainability. Prior research indicates that factors including owner age, firm age, education, and internet access influence the likelihood of adopting digital technology in small businesses. This study surveyed 547 kirana (small retail) stores in India to examine the relationship between the store owner's age and the adoption of digital tools and digital payment systems for business operations. The findings reveal that digital tool adoption is highest among store owners aged 31-40 years and lowest among those aged 50 years and above. These insights underscore the need for technology providers to incorporate age as a critical consideration in their strategies to promote technology adoption within small retail environments.