The growth of communication technology, modern
technology, and the internet, electronic commerce (e-commerce) has brushed up through all walks of
the world with an irrevocable trend. This has promoted the market in a great
range of services or products, either digital or physical. However, information
asymmetry and trust has played a significant role in customers’ tenacity in
carrying out transactions with online firms. This study assessed the
determinants of e-commerce in the fashion wear, cosmetics markets, then
determined the consumer behavior and preferences about the online and offline
channels using questionnaire to elicit information from the respondents. Data
obtained were analyzed using descriptive, inferential statistics, and Logistic
regression analysis. The results of the analysis showed that majority of the
respondents (43.3%) surveyed would not purchase makeup/perfume, fashion wears,
and skin and body care products online because of Information Asymmetry and as
a result of inability to smell, touch or test. These factors contributed to the
level of adoption of e-commerce for makeup/perfume, fashion wears,
and skin and body care products in Nigeria. Finally, it was recommended that a
third-party insurance policy should be enacted that protect the customer’s
right against Information Asymmetry by the e-commerce vendors.
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