Critical success factors in e-marketing adoption and implementation among the fast-moving consumer goods retailers in Zimbabwe

The institutionalization of e-marketing strategies, their adoption, and implementation hinges on the customers' perceptions critical success factors that literature identifies in terms an online competitive advantage, shopping infrastructure development, customer relationship, risk. To assess factors, a sample 300 customers fast-moving consumer goods retailers throughout provinces Zimbabwe participated this study. results indicated province residence, education computer literacy levels are significantly associated with (CSFs) adoption implementation. However, study found gender does not affect CSFs. It is suggested demographic characteristics, related to education, levels, residence strategic criteria for niche market segmentation development need leverage successful e-marketing.