Digital online sales channels, including search engine optimization marketing, pay-per-click advertising, blog marketing, email marketing, social media marketing, content marketing strategy, mobile optimization marketing strategy, online customer relationship management strategy, performance tracking strategy, and online partnership & collaboration strategy, have been shown to increase the sales of products by businesses operating in different sectors.
The following are empirical studies on the impact of digital sales channels on business performance from different parts of the globe.
Impact of digital marketing on sales growth of small and medium enterprises in Sri Lanka
This study examined the effect of digital marketing on sales growth in SMEs in Sri Lanka. Specifically, the study sought to achieve the following objectives: to determine the effect of search engine optimization on sales growth in target SMEs; to find out the effect of using a content marketing strategy on sales growth in target SMEs; to assess the effect of using social media marketing on sales growth in target SMEs; to evaluate the effect of using email marketing on sales growth in target SMEs; to establish the effect of using pay-per-click advertising on sales growth in target SMEs; to explore the effect of business listing in online directories on sales growth; to determine the effect of mobile optimization on sales growth in target SMEs; to find out the effect of partnership and collaboration strategies on sales growth; to assess the effect of using a customer relationship management strategy on sales growth in target SMEs; and lastly, to explore the effect of analytic and performance tracking strategy on sales growth (Nasuha, 2025).
The target population included over 200 SMEs operating in Sri Lanka. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics, including mean and standard deviation. Pearson’s correlation was used to assess the relationship between study variables. The findings were presented in tables as deemed fit (Nasuha, 2025).
The findings revealed that digital marketing affected sales growth in SMEs to a greater extent; use of search engine optimization led to increased sales in the target SMEs; use of email marketing strategy led to increased annual sales in target SMEs; use of mobile marketing strategies led to increased annual sales in target SMEs; use of content marketing strategy led to a rise in annual sales in target SMEs; use of pay-per-click strategy led to increased annual sales; use of online advertising led to increased sales in target SMEs; use of partnership and collaboration strategy led to increased annual sales in the target SMEs; online customer relationship management strategy led to a rise in annual sales turnover; and use of analytic and performance tracking led to a rise in annual sales in target SMEs (Nasuha, 2025).
The results of Pearson’s correlation analysis showed that the independent variables had a positive and significant association with the dependent variable, that is, sales growth in target SMEs (Nasuha, 2025).
Effect of digital marketing on sales performance of retail businesses. Case of supermarkets in Kampala City
This study evaluated the influence of digital marketing strategies on the sales performance of supermarkets in the city of Kampala. The specific objectives of the study included the following: to establish the effect of social media marketing on sales performance of target supermarkets, to find out the effect of email marketing on sales performance of target supermarkets, to assess the effect of search engine optimization on sales performance in target supermarkets, and to determine the effect of online advertising on sales performance of target supermarkets (Ariyo, 2025).
The target population included supermarkets operating in the City of Kampala, Uganda. A sample size of 150 respondents was selected to participate in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics such as frequency and percentage. Regression analysis was done to establish the effect of digital marketing strategies on sales performance in target supermarkets. The findings were presented in tables as required (Ariyo, 2025).
The findings of regression model standardized coefficients indicated that when all factors are held constant: social media marketing explained 40% of the variance in sales performance in the target supermarkets; email marketing explained 25% of the variance in sales performance of the target supermarkets; search engine optimization explained 18% of the variance in sales performance in the target supermarkets; and lastly, online advertising explained 30% of the variance in sales performance of the target supermarkets (Ariyo, 2025).
The effect of online marketing on sales performance of SMEs in Nigeria: a game changer in the digital era
The study explored the impact of online marketing on SMEs in Ibadan, Oyo State, Nigeria. The specific objectives of the study were to determine the effect of social media marketing on the performance of SMEs in Ibadan and to establish the effect of search engine marketing on the performance of SMEs in Ibadan. The target population included SMEs operating in Ibadan, Oyo State, in Nigeria. A sample size of 278 SMEs was selected to address the objectives of the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics such as frequency and percentage. Regression analysis was used to explore the effect of independent variables on SME performance. The results were presented in tables as required (Femi, 2025).
The results of regression standardized coefficients indicated that social media marketing contributed to 33.2% variance in performance of SMEs, while search engine marketing contributed to 41.2% variance in performance of target SMEs (Femi, 2025).
The effect of digital marketing on sales increase in SMEs: prioritizing innovation
This study investigated the impact of digital marketing on sales increase in SMEs in Pakistan. The specific objectives of the study included the following: to find out the effect of search engine marketing on SME sales, to establish the effect of email marketing on SME sales, to determine the effect of blog marketing on SME sales, and to find out the effect of online marketing on SME sales (Malik et al., 2024).
The target population included SMEs operating in Pakistan. A sample size of 89 respondents was picked to participate in the study. Data collection was done using a questionnaire. Descriptive statistics were used to analyze the collected data. Pearson’s correlation analysis was employed to assess the relationship between study variables. Multiple regression analysis was employed to explore the effect of independent variables on the dependent variable. The findings of the study were presented using tables as deemed appropriate (Malik et al., 2024).
The results of correlation analysis indicated that search engine marketing had a positive and significant association with email marketing, email marketing had a positive and significant association with search engine marketing, and blog marketing had a positive and significant association with search engine marketing; online marketing had a positive and significant impact on search engine marketing (Malik et al., 2024).
The findings of multiple regression analysis indicated that 5.5% variance in SME sales were explained by the combined effect of the independent variables, including online marketing, search engine marketing, blog marketing, and email marketing. In particular, the results of the regression coefficient indicated that when all factors are held constant: search engine marketing explained 2.7% variance in sales performance of SMEs, while blog marketing explained 9.4% variance in sales performance in the target SMEs. On the other hand, email marketing and online marketing were both found to have an insignificant impact on sale performance in the target SMEs (Malik et al., 2024).
The impact of digital marketing on the performance of SMEs: an analytical study in light of modern digital transformations
This study assessed the impact of digital marketing on the performance of SMEs in Jordan. The specific objectives of the study included the following: to determine the effect of digital marketing strategies on digital transformation in target SMEs; to establish the effect of digital marketing strategies on firm performance; to find out the effect of investment in digital technology on digital transformation; to evaluate the effect of investment in digital technology on firm performance; to assess the effect of customer engagement on digital transformation; to establish the effect of customer engagement on firm performance; and to determine the effect of digital transformation on firm performances (Sharabati et al., 2024).
The target population included SMEs operating in Jordan. A sample size of 190 respondents was selected to participate in the study. Data collection was done using a questionnaire. Data analysis was done using descriptive statistics such as frequency and percentage. ANOVA was employed to assess the effect of independent variables on the dependent variable. The results were presented in tables as deemed appropriate (Sharabati et al., 2024).
The findings of regression standardized coefficient analysis indicated that when all factors are held constant: digital marketing strategies contributed to 14.4% variance in digital transformation; digital marketing strategies contributed to 11.7% variance in SME performance; digital transformation contributed to 81.1% variance in SME performance; investment in digital technology contributed to 30.2% variance in digital transformation; investment in digital technology contributed to 24.5% variance in SME performance (Sharabati et al., 2024).
Digital marketing strategies and sales performance of online shopping malls in Port Harcourt, Rivers State, Nigeria
This study examined the impact of digital marketing strategies on sales performance in shopping malls in Port Harcourt, Nigeria. In particular, the study explored the following objectives: to determine the effect of social media marketing on sales performance in target firms, to evaluate the effect of email marketing on sales performance in target firms, and to find out the effect of search engine optimization on sales performance in the target firms (Ifekanandu et al., 2023).
The target population included customers doing online transactions in shopping malls operating in Port Harcourt, Rivers State, Nigeria. A sample population of 250 participants was selected to take part in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics, including frequency and percentage. Pearson’s correlation analysis was done to establish the associations between digital marketing strategies and sales performance in the target firms. The results were presented in tables as deemed fit (Ifekanandu et al., 2023).
The results of Pearson’s correlation showed that social media marketing had a positive and significant association with sales performance in the target shopping malls; email marketing had a positive and significant association with sales performance in the target malls; and lastly, search engine optimization had a positive and significant association with sales performance in the target shopping malls (Ifekanandu et al., 2023).
The impact of electronic sales channels on customers’ response to convenience products, outlets, and stores
The study examined the impact of electronic sales channels on customers’ responses to convenience products at outlet stores in the city of Irbid. In particular, the study aimed at achieving the following objectives: to establish the effect of electronic channels on customers’ responses in target stores; to find out the effect of electronic sales channels on customers’ awareness in target stores; to assess the effect of electronic sales channels on customers’ attention in target stores; and to determine the effect of electronic sales channels on customers’ interest in target stores (Megdadi et al., 2023).
The target population included 10 electronic sales outlets of convenience products in the city of Irbid. A sample size of 400 respondents was chosen to participate in the study. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics, including frequency and percentage. Multiple regression analysis was done in order to establish the effect of independent variables on the dependent variable. The findings were presented in tables as required (Megdadi et al., 2023).
The results of multiple regression analysis indicated that 81.1% of the variance in customers’ responses was explained by the electronic sales channels’ dimensions, including e-applications, e-mall stores, and e-social media networks. In particular, the results of regression coefficient indicated that when all factors are held constant, e-applications explained 14.6% variance in customers’ responses, e-mall stores explained 19.3% variance in customers’ responses, and social media networks explained 14.5% variance in customers’ responses in the target outlets (Megdadi et al., 2023).
In addition, the results of the regression coefficient indicated that when all factors are held constant: E-applications explained 9.6% variance in customers’ awareness; e-mall stores explained 24.4% variance in customers’ awareness; social media networks explained 17.6% variance in customers’ awareness in the target outlets (Megdadi et al., 2023).
Also, the results of the regression coefficient indicated that when all factors are held constant, e-applications explained 7.7% variance in customers’ attention, e-mall stores explained 27.1% variance in customers’ attention, and social media networks explained 7.9% variance in customers’ attention in the target outlets (Megdadi et al., 2023).
Furthermore, the results of the regression coefficient indicated that when all factors are held constant, e-applications explained 35.4% of the variance in customers’ interest, e-mall stores explained 3.1% of the variance in customers’ interest, and social media networks explained 18.2% of the variance in customers’ interest in the target outlets (Megdadi et al., 2023).
Lastly, the results of the regression coefficient indicated that when all factors are held constant, e-applications explained 17.2% variance in customers’ interest, e-mall stores explained 7.6% variance in customers’ interest, and social media networks explained 19.2% variance in customers’ interest in the target outlets (Megdadi et al., 2023).
The impact of digital marketing on sales performance: the case of Lebanese pharmaceutical companies
The study examined the impact of digital marketing on sales performance in Lebanese firms. The specific objectives of the study included the following: to determine the effect of entertainment on brand loyalty in Lebanese pharmaceutical firms; to establish the effect of interaction on brand loyalty in Lebanese pharmaceutical firms; to find out the effect of trendiness on brand loyalty in Lebanese pharmaceutical firms; to assess the effect of customization on brand loyalty in Lebanese pharmaceutical firms; to explore the effect of word of mouth on brand loyalty in Lebanese pharmaceutical firms (Ahmad, 2022).
The target population included customers of Lebanese pharmaceutical firms. A sample size of 100 respondents was selected to participate in the study. Data collection was done using a questionnaire. Descriptive statistics such as frequency and percentage were used to analyze the collected data. Regression analysis was used to establish the effect of the independent variables on the dependent variable. The results were presented in tables as deemed fit (Ahmad, 2022).
The findings of regression analysis indicated that 15.7% variance in brand loyalty of Lebanese pharmaceutical firms was explained by the independent variables including entertainment, interaction, trendiness, customization, word of mouth, and brand loyalty. The findings of the standardized regression coefficient revealed that when all factors are held at a constant, entertainment contributed to 30% variance in brand loyalty of the target firms; interaction contributed to 46.2% variance in brand loyalty of target firms; trendiness contributed to 27% variance in brand loyalty of target firms; and customization contributed to 31.8% variance in brand loyalty in target firms, while word of mouth contributed to 27.6% variance in brand loyalty of pharmaceutical firms in Lebanon (Ahmad, 2022).
Digital marketing impact on the growth of small and medium-sized enterprises in Cameroon: a case study of Jumia
This study explored the impact of digital marketing on the growth of small and medium-sized enterprises (SMEs) in Cameroon. Specifically, the study aimed at achieving the following objectives: to determine the effect of email marketing strategy on growth by target SMEs, to establish the effect of online marketing strategy on the growth of SMEs, to find out the effect of SEO marketing strategy on SME growth, and lastly, to determine the effect of social media on SME growth (Bodoine, 2020).
The target population included SMEs in Cameroon. A sample size of 50 respondents was selected to participate in the study. A questionnaire was used to collect primary data from the respondents. Descriptive statistics were used to analyze descriptive variables of the study. Pearson’s correlation analysis was used to determine the association between study variables. Multiple regression analysis was employed to determine the effect of independent variables on the dependent variable. The results were presented in tables as needed (Bodoine, 2020).
The findings of Pearson’s correlation analysis indicated that digital marketing strategies had a positive impact on SME growth. The results of multiple regression analysis indicated that 76.4% variance in SME growth was determined by the adopted digital marketing strategies. Specifically, the results of standardized coefficients indicated that when all factors are kept constant: Email marketing explained 65.8% variance in SME growth; online advertising explained 37.9% variance in SME growth; SEO strategy explained 33.9% variance in SME growth; social media strategy explained 35% variance in SME growth (Bodoine, 2020).
The use of technology in direct-selling marketing channels: digital avenues for dynamic growth
This study investigated the use of technology in direct-selling marketing channels in Alabama, USA. Specifically, the study aimed at achieving the following objectives: to determine the effect of direct sellers’ use of technology on enhancing relationship quality; to establish the effect of direct sellers’ use of technology on enhancing relationship quality among sponsored independent contractors; to determine the effect of direct sellers’ use of technology on relationship management; to assess the moderating effect of experience on the relationship between technology use and perceived relationship quality; to evaluate the effect of experience on the relationship between technology use and perceived relationship; to find out the moderating effect of experience on the relationship between technology use and consumers; and lastly, to evaluate the effect of experience on the relationship between technology use and sponsored independent contractor relationship management; to find out the effect of perceived customer relationship quality on customer relationship management performance of consumers; and lastly, to assess the effect of perceived customer relationship quality on customer relationship management performance of sponsored independent contractors (Dana & Joseph, 2017).
The target population included 114 direct sellers. Data collection was done using a questionnaire. The collected data was analyzed using descriptive statistics. The SmartPLS program was used to analyze the collected data. According to the findings, technology use had a positive and significant impact on consumer-perceived relationship quality; technology use had a positive and significant impact on IC-perceived relationship quality; technology use had a positive and significant effect on CRM consumer relationship performance; and technology use had a positive and significant impact on CRM IC relationship performance (Dana & Joseph, 2017).
The results further revealed that experience had an insignificant moderating effect on the relationship between technology use and perceived relationship; experience had an insignificant moderating effect on the relationship between technology use and perceived relationship quality by sponsored independent contractors; experience had an insignificant moderating effect on the relationship between technology use and consumers; and lastly, experience had an insignificant moderating effect on the relationship between technology use and sponsored independent contractor relationship management. Perceived customer relationship quality had an insignificant effect on customer relationship management performance, and lastly, perceived customer relationship quality had a positive and significant effect on customer relationship management performance of sponsored independent contractors (Dana & Joseph, 2017).
Citation
Ahmad, T. (2022). The impact of digital marketing on sales performance: the case of Lebanese pharmaceutical companies. European Journal of Business and Management Research, 7(4), 349-355.
Ariyo, G.K. (2025). Effect of digital marketing on sales performance of retail businesses. Case of supermarkets in Kampala City. Avance International Journal of Business and Finance Research, 4(7), 32-40.
Bodoine, T. (2020). Digital marketing impact on the growth of small and medium-sized enterprises in Cameroon: a case study of Jumia. Unpublished Master’s Thesis submitted to Centria University of Applied Sciences.
Dana, E.H. and Joseph, F.H. (2017). The use of technology in direct-selling marketing channels: digital avenues for dynamic growth. Journal of Marketing Channels, 24(1-2), 39-50.
Femi, S.B. (2025). The effect of online marketing on sales performance of SMEs in Nigeria: a game changer in the digital era. International Journal of Science, Architecture, Technology, and Environment, 2(5).
Ifekanandu, C.C., Chinedu, C.G., and Asemota, K.U. (2023). Digital marketing strategies and sales performance of online shopping malls in Port Harcourt, Rivers State, Nigeria. International Journal of Novel Research and Development, 8(7).
Malik, R.S., Jiwani, N., Ibrahim, A.W., and Awais, M. (2024). The effect of digital marketing on sales increase in SMEs: prioritizing innovation. Journal of Managerial and Social Science Innovations, 1(1).
Megdadi, Y., Alghizzawi, M., Hammouri, M., Megdadi, Z., Haddad, R., and Ibrahim, E. (2023). The impact of electronics sales channels on customers’ response to convenience product stores. International Journal of Professional Business Review, 8(7), 1-17.
Nasuha, B. (2025). Impact of digital marketing on sales growth of small and medium enterprises in Sri Lanka. International Journal of Research and Innovation in Social Sciences, 9, 3. Sharabati, A.A., Ali, A.A.A., Allahham, M.I., Hussein, A.A., Alheet, A.A., and Mohammad, A.S. (2024). The impact of digital marketing on the performance of SMEs: an analytical study in light of modern digital transformations. Sustainability, 16.
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