International Journal of Information Management 22 (2002) 195–209 Going global—remaining local: the impact of e-commerce on small retail firms in Wales Rhiannon Lewis a,b , Antje Cockrill b, * a Gerald Davies Limited, Kenfig Industrial Estate, Margam, Port Talbot SA13 2PE, UK b European Business Management School, University of Wales Swansea, Singleton Park, Swansea SA2 8PP, UK Abstract This research paper outlines the findings of a multiple research study among 25 small and micro retail companies throughout Wales regarding e-commerce usage. The key aim of the research has been to establish the level of e-commerce usage among these companies, in accordance with the Connectivity Indicator and E-commerce Adoption Model, developed by the UK Department of Trade and Industry. Moreover, an assessment of the strategies used to implement e-commerce by these companies has been made, which includes an examination of the question whether these businesses, through their use of e-commerce, are focusing on global, local or other markets. This research has focused only on retailers who are new channel experimenters, i.e. companies augmenting their main business with experimental electronic commerce. Transactional e-commerce is emphasised, since significant growth in this arena is anticipated in the next 5 years. The authors conclude that the Welsh retail sector is partially failing to capitalise on the opportunities that e-commerce presents, which in turn may lead to future job losses, and prosperity being eroded by e-commerce competition from overseas. The authors also note that there appears to be a conflict between business structures aimed at supplying local markets and attempts of reaching global markets with inadequate means. r 2002 Elsevier Science Ltd. All rights reserved. Keywords: E-commerce; Retail; Small and medium sized companies; Wales 1. Introduction This paper represents the findings of a multiple study of e-commerce participation and application by traditional, bricks and mortar small retailers in Wales. E-commerce is increasingly becoming a ‘‘normal’’ way of trading, especially in the retail sector. However, researchers have *Corresponding author. Tel.: +44-1792-295-601; fax: +44-1792-295-626. E-mail address: a.cockrill@swansea.ac.uk (A. Cockrill). 0268-4012/02/$ - see front matter r 2002 Elsevier Science Ltd. All rights reserved. PII:S0268-4012(02)00005-1