E-Commerce Adoption Model for Traditional Retailers in Developing Countries

It is generally believed that B2C ecommerce will help businesses in developing countries to reduce cost and to improve their access to global market. Yet, developing countries are still some way from success in their adoption of B2C ecommerce. This paper attempts to provide insights into the salient e-commerce adoption issues by focusing on traditional Jordanian retailers. A focus group was conducted with traditional retailers from various businesses types in Jordan. Five themes have emerged in the context of this paper: the common understanding of e-commerce concepts, barriers, and drivers from retailers’ view, the readiness and willingness towards e-commerce adoption, and potential solutions where e-commerce can take off and encourage traditional retailers. The study revealed that traditional retailers in Jordan are fully aware of e-commerce benefits and they showed a willingness to adopt e-commerce. However, the participants were agreed about the lack of awareness and knowledge of what is needed to be done. Also, there were many concerns about the absence of government support. Based on the findings, the study developed a conceptual model which attempts to illustrate the essential requirements to help businesses successfully adopt ecommerce.