Driving digital transformation: a systematic review of social commerce adoption by SMEs in developing countries

Abstract

Purpose This study aims to examine the adoption of social commerce (s-commerce) by small and medium-sized enterprises (SMEs) in developing countries. It identifies key technological, organizational and environmental factors influencing implementation while highlighting the challenges that hinder adoption. The study provides insights for policymakers and business leaders to enhance s-commerce integration. Design/methodology/approach A systematic review was conducted using the preferred reporting items for systematic reviews and meta-analyses (PRISMA) framework, analyzing 45 peer-reviewed studies on s-commerce adoption in developing economies. The review categorizes findings based on the technology–organization–environment framework to assess the determinants of adoption and the barriers SMEs face. Findings The study reveals that technological readiness, leadership support, financial accessibility and a conducive regulatory environment are critical factors enabling s-commerce adoption. However, significant barriers persist, including cybersecurity risks, inadequate digital infrastructure and workforce digital literacy gaps. The findings suggest that targeted policies, enhanced financial support mechanisms and regulatory improvements can facilitate smoother adoption and sustainability of s-commerce among SMEs. Originality/value This review contributes to the literature by systematically synthesizing the key enablers and challenges of s-commerce adoption in SMEs within developing economies. It highlights the need for longitudinal adoption studies, AI-driven advancements and cross-country comparative analyses to deepen understanding of s-commerce sustainability and competitiveness. The study provides practical recommendations for stakeholders to bridge existing gaps and foster digital transformation in the SME sector.