Summary of Deliverable 3.6 – Successful adoption of ecommerce in agricultural markets.

From AGRICOMPET we present a summary of Deliverable 3.6 – Successful adoption of ecommerce in agricultural markets.

This study analyses the key factors influencing the successful adoption of e-commerce by smallholders, specifically agri-food producers with less than 50 employees. The research examines three key dimensions: (i) the environmental forces shaping e-commerce adoption, rooted in institutional theory; (ii) the resources and capabilities of smallholders, as well as their strategic orientation; and (iii) the main challenges and barriers faced in adopting e-commerce technologies. A survey of 191 agri-food enterprises with fewer than 50 employees provide insights into these variables.

The main findings suggest that there are strong pressures to adopt e-business. Institutional pressures are determinants of e-business adoption and condition the level of resources and skills developed by smallholders. Firms identified e-business talent and organisational skills as critical capabilities. In addition, technological infrastructure and strategic planning skills are essential to reap the benefits. The entrepreneurial orientation of smallholders is positively correlated with consumer benefits. Firms’ awareness of security risks and reputational drawbacks show greater effectiveness in realising e-commerce benefits. Notably, there are significant differences in capabilities and e-commerce performance based on the size of producers, with micro-enterprises facing critical disadvantages.