Entrepreneurial Learning Dynamics of Nigerians in E-Commerce: A Case Study of Experiential Learning

This study examines an in-depth single case study of Nigerian e-commerce entrepreneurs in their natural learning setting. The study is nested principally within the experiential learning perspective, aiming to understand how they adapt and apply knowledge in their business practices. Interviews were conducted with 53 entrepreneurs selected via stratified purposive sampling, and the data were analyzed using content analysis. The findings reveal that, although many Nigerian e-commerce entrepreneurs possess some level of formal education, their primary learning occurs through hands-on experience. The study identifies distinct learning patterns among the entrepreneurs, influenced by personal agendas and external factors that shape their experiential learning outcomes. The research proposes a conceptual model highlighting four key propositions, derived from theme categories in the data, which emphasize factors that trigger learning experiences and critical events that initiate the learning process. These findings contribute to the literature by enhancing the understanding of how Nigerian entrepreneurs learn and adapt existing knowledge to their unique business contexts, allowing them to thrive in various countries. The study underscores the significance of both personal and external influences on learning, offering insights into the processes that drive entrepreneurial success in the e-commerce sector.