E-commerce Adoption and Digital Maturity in MSME from Argentina

Abstract

This paper examines the adoption of multichannel ecommerce (MCE) and its relationship with the degree of digital maturity of Argentine MSMEs. The digital channels analyzed for ecommerce are websites, social media, and emarketplaces. The relationship between MCE and certain control variables such as size and sector of activity, is described. To this end, data from the 2022 IberoAmerican Observatory of MSMEs were used. Based on 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 the commerce sector, at almost 60%. Ultimately, a higher level of ecommerce is accompanied by greater digital maturity.