Market Intelligence Adoption and Supply Chain Efficiency in the E-Commerce Industry

This study examined the relationship between market intelligence adoption and supply chain efficiency in the e-commerce industry, focusing on selected e-commerce companies in Sichuan Province, China. Market intelligence adoption was assessed in terms of competitor monitoring, predictive analytics, and market environment scanning, while supply chain efficiency was evaluated through inventory management, transportation and logistics, and warehousing and distribution. Using a descriptive research design, data were gathered through a structured questionnaire administered to employees of e-commerce firms. The instrument demonstrated excellent internal consistency, with Cronbach’s alpha values ranging from 0.924 to 0.943 across the study variables. Data were analyzed using weighted mean, rank, Shapiro-Wilk test, and Spearman rho correlation. Findings showed that respondents strongly agreed that market intelligence adoption was highly practiced, with market environment receiving the highest assessment, followed by predictive analytics and competitor monitoring. Respondents also strongly agreed that supply chain efficiency was high, with transportation and logistics ranking first, followed by warehousing and distribution and inventory management. Correlation results indicated statistically significant positive relationships between the dimensions of market intelligence adoption and supply chain efficiency. The findings suggest that e-commerce firms that systematically use market intelligence are better positioned to improve operational responsiveness, optimize logistics and inventory practices, and strengthen supply chain performance. The study offers managerial implications for integrating market intelligence into strategic and operational decision-making in e-commerce firms.