ANALYSE DE L’IMPACT DE LA PERFORMANCE LOGISTIQUE SUR LE COMPORTEMENT D’ACHAT DE LA CLIENTELE : CAS DU COMMERCE ELECTRONIQUE AU MALI

This study examines the impact of logistics performance on consumer purchasing behavior in e-commerce in Mali, a growing sector facing major challenges. The aim is to analyze how logistics organization, tracking, costs, and perceived performance affect satisfaction, loyalty, and repurchase intention. The research is based on a mixed-method approach. A qualitative phase was carried out with six (6) Malian e-merchants through semi-structured interviews to explore their logistics practices. A quantitative phase was then conducted with seventy (70) online consumers using a questionnaire focused on delivery speed, reliability, and cost. Data were analyzed using thematic analysis and inferential statistics, particularly the Chi-square test. The findings highlight a flexible but fragile logistics organization, mostly outsourced to informal providers. Tracking depends on simple tools like WhatsApp, limiting traceability. Last-mile delivery costs, sometimes exceeding the product value, remain a major barrier. The overall customer satisfaction rate reached 72 %, confirming that delivery speed and order conformity significantly influence customer satisfaction and repurchase intention (p < 0.05). Therefore, the sustainable development of e-commerce in Mali will rely on logistics investments, the integration of digital tracking tools, and better cost control. Keywords: Logistics performance; E-commerce; Purchasing behavior; Mali