CHAPTER 2: CREATION OF ONLINE STORES FOR MARKETING OF INDIGENOUS PRODUCTS IN SOUTH-EAST NIGERIA

Abstract

INTRODUCTION
The world is a global village. Information about people, products and services can be assessed conveniently by anyone from anywhere with the use of the Internet. In developing countries and Nigeria in particular, most indigenous products are not receiving the needed publicity in their marketing, whereas, in advanced countries such as the USA, UK, China and others, online marketing using various platforms like websites, social media, and electronic adverts has triggered tremendous growth in their economy. The standards of living have improved as goods and services can be conveniently accessed.  
In consonance with such reasoning, Afolabi, Ojelabi, and Oyeyipo (2018) posit that “in today’s world, every organisation must as a necessity, exist in an online Platform”. Online platforms, such as the use of websites, social media and other internet-based systems that link customers to products, have changed the way businesses are run. In the opinion of Mba (2021), Nigeria as a country has witnessed regression in so many sectors of the economy, which has resulted in loss of resources and indebtedness. While the developed countries are making waves in ICT, their developing counterparts are still trying to find a pedestal to stand on. 
These days, the internet is a tool used all over the world that allows access to multiple resources and to access information about other companies with ease. Without a website, a company must have its office open and attend to its potential clients analogously. However, with a website, potential customers can access information about their products and services at any time from anywhere in the world with an enabled internet connection. In addition, as Busari and Oduwole (2014) reason, micro, small and medium enterprises (MSMES), commonly known as small businesses, are generally regarded as the engine of growth in many countries. This is due to their employment Generation, contributions to export earnings and Gross Domestic Product (GDP). 
The need for their products and services to be made available for consumers, therefore, is of paramount importance as contributors to the nation’s economic development. 
Web design, according to Jenna (2021), is the art of planning and arranging content on a website so that it can be shared and accessed online with the world. A combination of aesthetic and functional elements, web design is what determines the look of a website, such as its colours, fonts, and graphics, as well as shaping the site’s structure and the users’ experience of it. Creating a website is one of the pillars of having an online presence. Because of this, the world of web design is as dynamic as ever. It is constantly evolving, including mobile applications and user interface design, to meet the growing needs of website owners and visitors alike.  
In defining advertising, Areus (2002) reiterates it as “structured and composed non personal communication of information usually paid, persuasive in nature, about products (goods, services and ideas) by identified sponsors through various media”. Advertisements come in many forms, from copy to interactive video, and have evolved to become a crucial feature of the online marketplace. A well-built website with suitable adverts attracts the prospective buyer to make a purchase, thereby generating income for the manufacturers of such products and services. There are so many qualities of indigenous products in Nigeria that are relegated to the background due to poor online presence; in terms of marketing such products and this needs redress. 
The study, therefore, will identify some of the indigenous products in South East Nigeria and create online stores to market them for better accessibility to the wider society.