IDEAS home Printed from
   My bibliography  Save this article

E-Commerce Technologies Adoption Strategy Selection in Indonesian SMEs Using the Decision-Makers, Technological, Organizational and Environmental (DTOE) Framework


  • Saffira Annisa Bening

    (Department of Industrial Engineering, Universitas Indonesia, Depok 16424, Indonesia)

  • Muhammad Dachyar

    (Department of Industrial Engineering, Universitas Indonesia, Depok 16424, Indonesia)

  • Novandra Rhezza Pratama

    (Department of Industrial Engineering, Universitas Indonesia, Depok 16424, Indonesia)

  • Jaehyun Park

    (School of Design, Hong Kong Polytechnic University, Hong Kong 999077, China)

  • Younghoon Chang

    (School of Management and Economics, Beijing Institute of Technology, Beijing 100081, China)


Small and Medium-sized Enterprises (SMEs) are key contributors to Indonesia’s economy. E-commerce can assist SMEs in gaining a competitive edge and is expected to be the largest contributor to the country’s digital economy by 2030. However, only 22% of SMEs in Indonesia have adopted E-commerce. Hence this study aims to investigate the criteria that influence E-commerce adoption by Indonesian retail SMEs and select the best strategy using the Decision-Makers, Technological, Organizational, and Environmental (DTOE) Framework and the Diffusion of Innovation (DOI) theory. This study aims to fill the research gap by examining the essential factors in E-commerce adoption by Indonesian SMEs in the retail industry and their key strategy to increase utilization. The influence and priorities between criteria were calculated using the Decision-Making Trial and Evaluation Laboratory (DEMATEL) based Analytic Network Process (ANP) method. Furthermore, an E-commerce adoption strategy was selected using Complex Proportional Assessment (COPRAS) method. This research showed critical criteria for adopting E-commerce technology in retail SMEs, Decision Maker’s IT Knowledge, Innovativeness, and Complexity. In addition, developing or training Information Technology (IT) and E-commerce skills were identified as the best strategy to increase E-commerce adoption. This study can help raise the understanding of policymakers, E-commerce service providers, and retail SME decision-makers on influencing criteria in adopting the best strategy to be applied to increase this technology adoption.

Suggested Citation

  • Saffira Annisa Bening & Muhammad Dachyar & Novandra Rhezza Pratama & Jaehyun Park & Younghoon Chang, 2023. "E-Commerce Technologies Adoption Strategy Selection in Indonesian SMEs Using the Decision-Makers, Technological, Organizational and Environmental (DTOE) Framework," Sustainability, MDPI, vol. 15(12), pages 1-25, June.
  • Handle: RePEc:gam:jsusta:v:15:y:2023:i:12:p:9361-:d:1167759

    Download full text from publisher

    File URL:
    Download Restriction: no

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Chosniel Elikem Ocloo & Hu Xuhua & Selorm Akaba & Junguo Shi & David Kwaku Worwui-Brown, 2020. "The Determinant Factors of Business to Business (B2B) E-Commerce Adoption in Small- and Medium-Sized Manufacturing Enterprises," Journal of Global Information Technology Management, Taylor & Francis Journals, vol. 23(3), pages 191-216, July.
    2. Thompson S H Teo & Yujun Pian, 2003. "A contingency perspective on Internet adoption and competitive advantage," European Journal of Information Systems, Taylor & Francis Journals, vol. 12(2), pages 78-92, June.
    3. Kurnia, Sherah & Choudrie, Jyoti & Mahbubur, Rahim Md & Alzougool, Basil, 2015. "E-commerce technology adoption: A Malaysian grocery SME retail sector study," Journal of Business Research, Elsevier, vol. 68(9), pages 1906-1918.
    4. Vicent Penadés-Plà & Tatiana García-Segura & José V. Martí & Víctor Yepes, 2016. "A Review of Multi-Criteria Decision-Making Methods Applied to the Sustainable Bridge Design," Sustainability, MDPI, vol. 8(12), pages 1-21, December.
    5. Mulliner, Emma & Malys, Naglis & Maliene, Vida, 2016. "Comparative analysis of MCDM methods for the assessment of sustainable housing affordability," Omega, Elsevier, vol. 59(PB), pages 146-156.
    6. Bang Nam Jeon & Kyeong Seok Han & Myung Jin Lee, 2006. "Determining factors for the adoption of e-business: the case of SMEs in Korea," Applied Economics, Taylor & Francis Journals, vol. 38(16), pages 1905-1916.
    7. Palmié, Maximilian & Miehé, Lucas & Oghazi, Pejvak & Parida, Vinit & Wincent, Joakim, 2022. "The evolution of the digital service ecosystem and digital business model innovation in retail: The emergence of meta-ecosystems and the value of physical interactions," Technological Forecasting and Social Change, Elsevier, vol. 177(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Marcia Mkansi, 2022. "E-business adoption costs and strategies for retail micro businesses," Electronic Commerce Research, Springer, vol. 22(4), pages 1153-1193, December.
    2. Gianluca Vagnani & Corrado Gatti & Luca Proietti, 2019. "A conceptual framework of the adoption of innovations in organizations: a meta-analytical review of the literature," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 23(4), pages 1023-1062, December.
    3. Edmundas Kazimieras Zavadskas & Fausto Cavallaro & Valentinas Podvezko & Ieva Ubarte & Arturas Kaklauskas, 2017. "MCDM Assessment of a Healthy and Safe Built Environment According to Sustainable Development Principles: A Practical Neighborhood Approach in Vilnius," Sustainability, MDPI, vol. 9(5), pages 1-30, April.
    4. Gómez-Limón, José A. & Gutiérrez-Martín, Carlos & Riesgo, Laura, 2016. "Modeling at farm level: Positive Multi-Attribute Utility Programming," Omega, Elsevier, vol. 65(C), pages 17-27.
    5. John Jeansson & Shahrokh Nikou & Siw Lundqvist & Leif Marcusson & Anna Sell & Pirkko Walden, 2017. "SMEs’ online channel expansion: value creating activities," Electronic Markets, Springer;IIM University of St. Gallen, vol. 27(1), pages 49-66, February.
    6. Sunday C. Eze & Vera C. A. Chinedu-Eze & Hart O. Awa, 2021. "Key Success Factors (KSFs) Underlying the Adoption of Social Media Marketing Technology," SAGE Open, , vol. 11(2), pages 21582440211, April.
    7. Alsaad, Abdallah & Taamneh, Abdallah, 2019. "The effect of international pressures on the cross-national diffusion of business-to-business e-commerce," Technology in Society, Elsevier, vol. 59(C).
    8. Ling Gai & Ying Jin & Binyuan Zhang, 2022. "An integrated method for hybrid distribution with estimation of demand matching degree," Journal of Combinatorial Optimization, Springer, vol. 44(4), pages 2782-2808, November.
    9. Silvia Carpitella & Ilyas Mzougui & Joaquín Izquierdo, 2022. "Multi-criteria risk classification to enhance complex supply networks performance," OPSEARCH, Springer;Operational Research Society of India, vol. 59(3), pages 769-785, September.
    10. Yunhee Kim & Jae Young Choi & Yeonbae Kim, 2011. "Complementarity and contextuality in the adoption of information systems," Applied Economics Letters, Taylor & Francis Journals, vol. 18(16), pages 1613-1618.
    11. Tusar Kanti Hembram & Sunil Saha, 2020. "Prioritization of sub-watersheds for soil erosion based on morphometric attributes using fuzzy AHP and compound factor in Jainti River basin, Jharkhand, Eastern India," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 22(2), pages 1241-1268, February.
    12. Bencsik, Barbara & Palmié, Maximilian & Parida, Vinit & Wincent, Joakim & Gassmann, Oliver, 2023. "Business models for digital sustainability: Framework, microfoundations of value capture, and empirical evidence from 130 smart city services," Journal of Business Research, Elsevier, vol. 160(C).
    13. Haoye Sun & Thorsten Teichert, 2024. "Scarcity in today´s consumer markets: scoping the research landscape by author keywords," Management Review Quarterly, Springer, vol. 74(1), pages 93-120, February.
    14. Ali Mostafaeipour & Seyyed Jalaladdin Hosseini Dehshiri & Seyyed Shahabaddin Hosseini Dehshiri & Mehdi Jahangiri & Kuaanan Techato, 2020. "A Thorough Analysis of Potential Geothermal Project Locations in Afghanistan," Sustainability, MDPI, vol. 12(20), pages 1-17, October.
    15. Athanasios Kolios & Varvara Mytilinou & Estivaliz Lozano-Minguez & Konstantinos Salonitis, 2016. "A Comparative Study of Multiple-Criteria Decision-Making Methods under Stochastic Inputs," Energies, MDPI, vol. 9(7), pages 1-21, July.
    16. Sangho Lee & Cheolho Yoon, 2022. "Factors of the Adoption of O2O Service Platforms: Evidence from Small Businesses in Korea," Sustainability, MDPI, vol. 14(23), pages 1-18, November.
    17. Issam Laguir & Sachin Modgil & Indranil Bose & Shivam Gupta & Rebecca Stekelorum, 2023. "Performance effects of analytics capability, disruption orientation, and resilience in the supply chain under environmental uncertainty," Annals of Operations Research, Springer, vol. 324(1), pages 1269-1293, May.
    18. Maryam Kiani Sadr & Roghayeh Parchianloo & Sedighe Abdollahi & Hamta Golkarian, 2023. "Application of weighted aggregated sum product assessment and geographical information system for urban development zoning," Asia-Pacific Journal of Regional Science, Springer, vol. 7(3), pages 845-863, September.
    19. Vicent Penadés-Plà & José V. Martí & Tatiana García-Segura & Víctor Yepes, 2017. "Life-Cycle Assessment: A Comparison between Two Optimal Post-Tensioned Concrete Box-Girder Road Bridges," Sustainability, MDPI, vol. 9(10), pages 1-21, October.
    20. Emmanuel H. Yindi & Immaculate Maumoh & Prisillah L. Mahavile, 2021. "Exploring the role of Awareness, Government Policy, and Infrastructure in adapting B2C E-Commerce to East African Countries," Papers 2102.11729,


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:12:p:9361-:d:1167759. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.