Trade credits and visit frequency: The role of order financing on logistics efficiency in the nanostore setting

Abstract

AbstractMillions of mom‐and‐pop nanostores dominate the grocery retail landscape in emerging markets. As nanostores are cash and storage space constrained, their suppliers tend to visit them with a high frequency, causing high operational costs. It is unclear if credit could mitigate such costs by allowing for a lower visit frequency. To investigate this, we conduct a randomized field experiment on nanostores that have not made recent use of supplier credit, with the objective to uncover how trade credits interact with the visit frequency and with the available storage space to shape shopkeepers' ordering behavior. We find that trade credits moderate the positive relationship between visit frequency and bi‐weekly order size, with credit effects being salient under low frequency visits. Storage space, by contrast, does not directionally shape shopkeepers' ordering behavior. While trade credits may more than offset the negative effect of low frequency visits among adopting nanostores, credit adoption remains challenging, with only 24% of nanostores assigned to the credit condition actually adopting the credit. Remarkably, not a single credit line was defaulted over the entire duration of the intervention. In terms of assortment, trade credit is mostly used to acquire nanostores' core assortment of popular, low‐price items with low physical volume. We contribute to the extant literature by showing that the gesture by the supplier to extend trade credit may only partly legitimize a reduction of the visit frequency.