Understanding Characteristics of Organizations for E-Commerce Adoption in the New Normal Era

E-commerce or electronic commerce is the activity of buying or selling goods over the Internet. In the new normal era, many companies have adopted e-commerce for being survival and successful. The literatures have reviewed and focused on different factors that lead to the adoption of e-commerce; however, the gap was to identify the common characteristics of suitable organizations. The purposes of this research were to study the common factors for ecommerce adoption and to address the suitability of factors in different market segments. This paper collected 300 questionnaires from different e-commerce companies in Thailand. Data was then analyzed based on descriptive analysis and significant tests. The important results showed that e-commerce was widely used among small-size companies in textiles industry where most of them globally sold through available applications. They mostly had semi-automation level and business-to-customer model for their operation. In addition, the significant factors for the adoption of e-commerce were business scope, automation level and type pf platform while size of organizations and type of industry showed no influence on the operation of different market segments including business-to-business, business-to-customer and customer-to-customer.