eBusiness research typically questions why small firms do not adopt these powerful technologies and suggests explanatory factors for these perceived shortcomings. This paper argues against the technological expansionist view by questioning why small firms should adopt eBusiness. Specifically, it proposes a new conceptualisation showing that each small firm has different circumstances and associated business goals, and that researchers and practitioners must convince each small firm why eBusiness should be used for its goals in preference to non-technology solutions. The paper also provides some preliminary insights, based on this view, into future theoretical and empirical directions to guide researchers who conduct small firm eBusiness adoption studies.