It is important for the small business sector to adopt electronic commerce (e-commerce) technologies. It improves the ability of small business to operate on an international scale and provides a cost-effective way for them to market their business, launch new products, improve communications and gather information. This study focuses on the Australian retail automobile industry, which is relatively slow in adopting e-commerce technologies, by studying the motivations of adopters and non-adopters. Analysis of case study data identifies the major facilitators (perceived benefits, customer/supplier dependency, external pressure to adopt, information intensity) and inhibitors (mistrust of the IT industry, lack of internal expertise, lack of IT experience) to adoption.