The Role of e-Commerce Creativity and Innovation in Enhancing the Success of High Street Businesses: A Systematic Literature Review

With the growing digitalization of the global economy, the survival of high street businesses (HSBs) largely depends on their ability to creatively and innovatively adopt e-commerce solutions. This study explores the impacts of creativity and innovation on the e-commerce activities of HSBs. Through a systematic literature review and thematic analysis, the study examines potential barriers to e-commerce adoption in these businesses. Conversely, the study focuses on strategies to enhance creativity and the successful adoption of e-commerce in high street businesses. The findings highlight the significance of creativity and innovation in fostering e-commerce acceptance among HSB entrepreneurs, emphasizing the potential for improved business positioning. The study offers practical implications for HSB entrepreneurs, stressing the increasing need to embrace innovative practices for business sustainability. Additionally, it provides insights for policymakers on how to develop supportive frameworks to promote innovation in SMEs. By underscoring the role of innovation and creativity in SME operations, the study offers new directions for future research and policy development in advancing entrepreneurship in the high-street sector.