Dynamic contextual factors, individual agency and adoption of e-commerce in SMEs

This article provides an explanation of how dynamic contextual factors and individual agency influence the adoption electronic commerce (e-commerce) in small medium-sized enterprises (SMEs) Pakistan. Eight multiple qualitative case studies were undertaken, involving 24 face-to-face semi-structured interviews thematically analysed using NVivo. study found that Technology-Organization-Environment (TOE) additional extended micro-level (individual agency) strongly influenced e-commerce practices by managers Pakistani SMEs. Managers need to address such as digital readiness, recruiting skilled ICT expertise, reluctance customers switch their preference from traditional business selling methods e-commerce, obtaining government local institutional support, recognizing characteristics owner-managers. On top these factors, there is a strong improve Information communication technology (ICT) infrastructure order for manager prepare embrace respective companies. extends Tornatzky Fleischer’s TOE framework adding context agency. Additionally, this proposes practical implications policymakers, governments, support agencies.