Zhuang, Yong Sheng2024-03-062024-03-062023http://hdl.handle.net/11070/3793A thesis submitted in partial fulfilment of the requirements for the degree of master in business administration management strategyInternet began as a means of spreading information, but it has now evolved into a vital tool in a variety of disciplines. Online retailing has become an alternative shopping channel in recent years. Online shopping has facilitated globalization by allowing customers to purchase goods from anywhere on the globe. Online transactions are widely accepted but a few countries still lag behind and Namibia is one of them. E commerce is in a nascent stage in Namibia and many online shopping platforms that were launched were short-lived due to lack of customers (Crédit du Nord Group, 2021). In the face of the drastic changes that online shopping has brought to today's world, how to adapt to new demands and satisfy increasingly savvy and discerning consumers is a problem facing retail in Namibia. This study therefore sought to explore non technical limitations contributing to Namibian consumers' reluctance to use online shopping. The main objective of this study was to investigate the effects of non technical limitations to customers’ online shopping behaviour in the Namibian retail sector. Following Creswell (2014) the study adopted a mixed research approach to facilitate inquiry involving collecting both quantitative and qualitative data and using distinct designs that may involve philosophical assumptions and theoretical frameworks. Face-to-face interviews were used in the study to collect qualitative data. From the results, the research concludes that the most influential and attractive factor is the lack of professional and technical personnel. Security and Trust are also very important, particularly the payment security concerns are very important while shopping online. Based on the study results risks and security should be given adequate attention, since they are a primary reason why customers are hesitant to use e commerce in general. Online shopping in Namibia is still in its early stages, and consumer legal protection is still limited. The study recommends that online retailers should first consider overcoming mistrust issues such as payments security then create a user-friendly and attractive interface for their websites so that customers can quickly understand and modify them. A business strategies constructed through the research enables Namibians and Namibian retail to overcome non-technical limitations to customers’ online shopping behaviour in the Namibian retail sectorenNamibia customersNamibia retail sectorCustomers’ online shopping behaviourOnline shopping intentionConsumer attitudesPerceivedTrust and securityThesis