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Barriers and Factors Affecting the E-Commerce Sustainability of Thai Micro-, Small- and Medium-Sized Enterprises (MSMEs)

Author

Listed:
  • Yot Amornkitvikai

    (College of Population Studies, Chulalongkorn University, Bangkok 10330, Thailand)

  • Siew Yean Tham

    (Regional Economic Studies, ISEAS—Yusof Ishak Institute, Heng Mui Keng Terrace, Singapore 119614, Singapore)

  • Charles Harvie

    (Economics Discipline, Faculty of Business and Law, University of Wollongong, Wollongong, NSW 2522, Australia)

  • Wonlop Writthym Buachoom

    (KMITL Business School, King Mongkut’s Institute of Technology Ladkrabang, Bangkok 10520, Thailand)

Abstract

It is anticipated that e-commerce will contribute to achieving the 17th Sustainable Development Goal, which seeks to improve implementation mechanisms and revitalize global partnerships for sustainable development. However, MSMEs still face a digital gap compared to large enterprises, which affects their e-commerce sustainability. The study’s objective is to examine the factors and barriers affecting the e-commerce sustainability of Thai micro-, small- and medium-sized enterprises (MSMEs) based on a survey of retail and food and beverage (F&B) service MSMEs in metropolitan Bangkok. Estimations confirm the significance of the TOE framework for Thai MSMEs. Internal e-commerce tools (i.e., smartphones and websites) and external e-commerce platforms (i.e., social media, e-marketplaces, and food delivery platforms) can enhance e-commerce sustainability. However, the age of firms and owners (CEOs) affects e-commerce sustainability negatively. Exports, B2B e-commerce, and e-commerce experience can promote the e-commerce sustainability of Thai MSMEs. However, they perceive that many consumers are still not literate in using e-commerce. In addition, Thailand still has insufficient security to prevent hacking and malware. Therefore, Thai entrepreneurs’ e-commerce literacy is insufficient to enhance their e-commerce sustainability. On the other hand, sustainable e-commerce can increase customer satisfaction, loyalty, and trust through customer support, leading to more long-term online shopping. Hence, this study focuses on e-commerce sustainability-based economic dimensions, as measured by the percentage of e-commerce sales to total sales (e-commerce utilization/intensity).

Suggested Citation

  • Yot Amornkitvikai & Siew Yean Tham & Charles Harvie & Wonlop Writthym Buachoom, 2022. "Barriers and Factors Affecting the E-Commerce Sustainability of Thai Micro-, Small- and Medium-Sized Enterprises (MSMEs)," Sustainability, MDPI, vol. 14(14), pages 1-28, July.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8476-:d:860045
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    Cited by:

    1. Bekzodjon Irnazarov & Zuhriddin Juraev & Boburmirzo Khursanaliyev, 2025. "E-Commerce in Transition Economies: Insights From Uzbekistan on Institutions, Trust, and Platforms," SN Business & Economics, Springer, vol. 5(10), pages 1-20, October.
    2. Yugang He, 2024. "E-commerce and foreign direct investment: pioneering a new era of trade strategies," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.

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