E-Commerce Adoption and Performance in Northern Vietnam’s Tea Firms

Abstract

This study investigates the determinants of e-commerce adoption and its impact on business performance among tea enterprises in Northern Vietnam, employing the Technology–Organization–Environment (TOE) framework. A structured questionnaire yielded 309 responses from 112 tea enterprises, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that all three TOE dimensions— technological, organizational, and environmental—significantly shape the level of e-commerce adoption. Within this set of drivers, competitive pressure emerges as the most influential factor, whereas managerial support exerts the weakest effect. Furthermore, higher levels of e-commerce adoption are associated with enhanced business performance, particularly through market expansion, improved operational efficiency, and revenue growth. These results indicate that, even in a traditional industry context, digital adoption can generate measurable performance benefits once firms respond to external pressures and align internal resources accordingly. By providing enterprise-level evidence from agribusiness small and medium-sized enterprises (SMEs), this study extends the literature on e-commerce in developing-country settings and clarifies the relative salience of environmental, technological, and organizational drivers of adoption. It also offers practical insights for business leaders and policymakers seeking to foster innovation and competitiveness in the tea industry, emphasizing the importance of supportive ecosystems and firm-level readiness to maximize returns from e-commerce investments.