Document Type



Electronic Commerce as a way of conducting business transactions electronically has shown great operational and strategic benefits. Developed countries have actively embraced the concept of e-Commerce and have made it an integral part of business activities. Despite its ability to bridge economic and digital gap between developing and developed countries, developing countries are still slow in e-Commerce adoption. Currently, there is still a lack of e-Commerce adoption research in developing countries to fully assess the relevance of e-Commerce in these unique environments. This study aims to shed light into the e-Commerce adoption process in China, by assessing the e-Commerce use by the grocery industry. The uniqueness of China in various aspects including cultural, economic and political, poses different challenges and requires different strategies to encourage widespread adoption of e-Commerce.