E-commerce Adoption and Digital Maturity in MSME from Argentina

Abstract

This paper examines the adoption of multichannel e-commerce (MCE) and its relationship with the degree of digital maturity of Argentine MSMEs. The digital channels analyzed for e-commerce are websites, social media, and e-marketplaces. The relationship between MCE and certain control variables such as size and sector of activity is described. Data from the 2022 Ibero-American Observatory of MSMEs is used. Through an exploratory descriptive analysis, the results indicate a predominance of the transactional level across all company sizes: 15% of companies do not participate in any digital channel, 5% are informational; 31.4% are interactive; and 45.1% are transactional. The transactional level prevails in the energy sector, with 80% of cases, followed by commerce, with almost 60%. A higher level of e-commerce is accompanied by digital maturity.