The Role of Digitalization During the Pandemic: Small Entrepreneurs in Sri Lanka

Amid the global devastation caused by the pandemic, digital entrepreneurship has emerged as a focal point in the business landscape. Entrepreneurs faced considerable challenges in sustaining their businesses during the pandemic, leading to significant closures. The surge in digital usage among consumers, prompted by the pandemic, prompted numerous entrepreneurs to transition to digital platforms to sustain their business operations. Therefore, this study aims to investigate the influence of digitalization on small entrepreneurs in Sri Lanka during the pandemic. In this study, a qualitative approach within the framework of social constructivism was utilized by the researcher. The data collection process consisted of conducting semi-structured interviews, each lasting about one hour. The participants comprised eight small entrepreneurs operating in the Western province, selected through a purposive sampling technique. The study's findings unveiled distinct key themes in response to the research question. These themes encompassed eight strategies employed for managing digital businesses, categorized into three main influencing factors: Financial, behavioural, and social media. The results indicated the positive side of digitalization on business operations during the pandemic.