Digitalizing sales channels in wine business SMEs: the role of internal and external factors between opportunities and risks
Authors: Mola Lapo , Roffia Paolo 
Published: February 2025

Purpose

We investigated the factors influencing the intention to adopt an e-commerce strategy for sales channels in the direction of digital transformation. Our research questions then focus on the strategic relevance of ICT, the intention to adopt e-commerce as one of a company’s sales channels and their determinants.

Design/methodology/approach

To study the factors that promote or hinder his adoption, leveraging the UTAUT theory, we ran a quantitative study among 114 SMEs during the 2022–2023 period. Using partial least squares structural equation modelling (PLS-SEM).

Findings

We propose three main findings: First, we highlight the importance of e-commerce strategy for SMEs in the wine business. Second, starting from the UTAUT theory to interpret the intention to use e-commerce, we extend the model by highlighting the relevance of external factors, such as the social influence by customers and stakeholders and government actions such as NextGenerationEU (PNRR – National Program for Resistance and Resilience in Italy). Third, we identified other variables connected to the relationship between the company and the outside world that could favour e-commerce adoption in SMEs, such as firm image and risk control.

Research limitations/implications

Our study has some limitations. The first is about the sample that could have been larger and more representative of wineries and SMEs, also referring to other countries. Second, our survey period lasts around one year to enhance the response rate. Third, the statistical analysis could have been expanded by analysing the influences exerted by other variables or moderation and mediation effects. Fourth, the number of variables considered was quite limited. Further extensions of this study could implement a longitudinal analysis in different contexts and other countries or extend the study period.

Practical implications

The practical implication for managers, entrepreneurs and policymakers. The data show the relevance of external factors, such as the impact of the image in terms of the expectations of clients and stakeholders as well as the availability of public funding to support the financial efforts required. This insight can be used by policymakers when designing large innovation campaigns such as the Next Generation. According to our findings, it will help to first develop and share the meaning and necessity of the innovation among the public to increase the expectations for the change. Then, specific funding programs will support the financials.

Originality/value

We do believe that our study represents an original study in the wine industry and contributes to the existing literature that posits direct sales to consumers offer better control over brand image and direct communication (Williams and Spielmann, 2019) and enhance time-to-market, service levels, and efficiency by reshaping relationships between buyers and sellers in virtual e-chains (Adaileh and Elrehail, 2018; Lewin, 2009; Manthou et al., 2004; Obal and Lancioni, 2013). Additionally, we emphasize that an e-commerce initiative inherently reinforces brand and firm image, as it is interpreted as a sign of modernization.