Prioritizing Social Commerce Adoption Factors in a CEE Digital Market: A Systematic Review and Delphi Study

Abstract

This study identifies and prioritizes key factors driving social commerce (s-commerce) adoption in Czechia. A sequential mixed-methods design combines a global systematic literature review of 240 studies, including bibliometric analysis, with a three-round Delphi study involving e-commerce and social media experts. Experts reached strong consensus (Kendall’s W = 0.767), highlighting word-of-mouth/social commerce constructs, trust and user experience as the most influential drivers. Interpreted within economic frameworks emphasizing information asymmetry and transaction-cost reduction, the findings provide one of the first expert-validated rankings for an emerging CEE market and offer practical guidance on trust-building, designing peer-interaction mechanisms, and improving user onboarding.