Title

MERCHANDISE RETAILERS' DIGITAL ADAPTATION, BUSINESS COMPETITIVENESS AND SUSTAINABILITY

Author(s)

Bolito, Cyrille

Espejo, Maria Leycia

Jumawan, Audry

Affiliation

Misamis University

Degree Program

Bachelor of Science In Business Administration

Contributor

Ilusorio, Gilda L. – Adviser
Lahoylahoy, Mary Mar B. – Panel
Elmedulan, Arniel Jr. M. – Panel
Carpio, Renzitelo Alf P. – Instructor

Year

2025

Abstract

This study investigated the influence of digital platform adaptation on business competitiveness and business sustainability among merchandise retailers in Ozamis City Using a descriptive-correlational research design, data were collected from 75 randomly selected retailers from Avon, Natasha, and Personal Collection through standardized Likert-scale questionnaires measuring levels of digital adaptation, competitiveness, and sustainability. Results revealed that merchandise retailers exhibited a low level of digital adaptation, with minimal utilization of online sales channels and customer support systems, although digital payment systems were more commonly adopted. Business competitiveness was also rated low, driven by weak customer preference despite moderate visibility and market responsiveness. In contrast, business sustainability was rated high, largely supported by customer engagement rather than loyalty or operational stability. Regression analysis indicated no significant influence between digital platform adaptation and both business competitiveness and sustainability. These findings suggest that current digital practices among retailers remain insufficient to produce measurable performance improvements. Strengthening digital integration through enhanced sales platforms, customer support technologies, and comprehensive digital strategies is recommended to improve competitiveness and promote long-term business viability.

Keywords

Digital Platform Adaptation; Merchandise Retailers: Business Competitiveness;
Business Sustainability; Digital Transformation