Challenges of E-commerce Adoption

Despite the increasing importance of e-commerce, small business retailers in Puerto Rico face significant challenges in adopting online platforms to market to consumers. This study explores small business leaders’ perceptions and experiences regarding e-commerce adoption, identifying key barriers influencing their ability to effectively integrate digital strategies. Using a qualitative exploratory case study, data were collected through semi-structured interviews, archival data reviews, and online presence assessments of 16 small business leaders in San Juan. Thematic analysis, supported by NVivo 12, provided a comprehensive understanding of the participants’ experiences. Results revealed two major themes: the benefits of using social media for cost-effective marketing and significant challenges such as limited technological knowledge and lack of technical support. These challenges emphasize the need for improved infrastructure, education, and support for effective e-commerce adoption. The study provides valuable insights for business owners, policymakers, and economic development organizations to address barriers to e-commerce adoption. By improving digital literacy, enhancing technical support, and increasing access to resources, small businesses in Puerto Rico can better leverage e-commerce for growth and competitiveness. This study contributes to the literature by focusing on the unique context of small business e-commerce adoption in Puerto Rico. It highlights real-world challenges and offers a foundation for future research and policy development aimed at enhancing digital integration for small businesses in emerging and geographically distinct markets.