The Challenges of the Adoption of Online Channel by Microenterprises in Finland
Salih, Waleed (2025)
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025053118851
https://urn.fi/URN:NBN:fi:amk-2025053118851
Tiivistelmä
The adoption of online channels among microenterprises (MIEs) has created new opportunities to reach broader geographic regions and operate more efficiently. However, the adoption of online channels remains unequal between small and large enterprises. This study investigates the challenges faced by MIEs in Finland's bicycle retail sector when adopting online sale channel. The research aims to understand what technological, organizational, and environmental barriers these businesses encounter and how they respond to them.
The study applies the Technology-Organization-Environment (TOE) framework as the theoretical base. A qualitative approach was used, and data were collected through semi-structured interviews with the owners of three bicycle shops located in different Finnish cities. Thematic data analysis method was used to determine themes and group challenges within the TOE framework.
The findings reveal that while technological factors such as secure online payment systems and platform usability support adoption, limitations in time, financial resources, and digital skills remarkably restrain progress. The owner of MIEs perceived the benefits of online channel, such as increased visibility and customer reach, but often had to rely on self-learning due to a lack of resources. Environmental factors such as limited awareness of public support programs, perceived bureaucracy in accessing assistance, and unequal competition with large companies also formed additional challenges. Informal networks, including family members, friends, and employees, played a vital role in aiding, especially in marketing and technical tasks. Despite these challenges, all businesses reported increased sales after adopting online channel and implemented unique strategies such as product differentiation and faster delivery to avoid price competition.
This study provides practical insights for policymakers and support organisations seeking to encourage digital adoption among MIEs. It focusses on the need for aimed support that is easy to get, well communicated, and tailored to the status of MIEs. Additionally, the findings suggest that support initiatives should focus not only on funding but also on improving access to skills training and lessen bureaucratic barriers.
The study applies the Technology-Organization-Environment (TOE) framework as the theoretical base. A qualitative approach was used, and data were collected through semi-structured interviews with the owners of three bicycle shops located in different Finnish cities. Thematic data analysis method was used to determine themes and group challenges within the TOE framework.
The findings reveal that while technological factors such as secure online payment systems and platform usability support adoption, limitations in time, financial resources, and digital skills remarkably restrain progress. The owner of MIEs perceived the benefits of online channel, such as increased visibility and customer reach, but often had to rely on self-learning due to a lack of resources. Environmental factors such as limited awareness of public support programs, perceived bureaucracy in accessing assistance, and unequal competition with large companies also formed additional challenges. Informal networks, including family members, friends, and employees, played a vital role in aiding, especially in marketing and technical tasks. Despite these challenges, all businesses reported increased sales after adopting online channel and implemented unique strategies such as product differentiation and faster delivery to avoid price competition.
This study provides practical insights for policymakers and support organisations seeking to encourage digital adoption among MIEs. It focusses on the need for aimed support that is easy to get, well communicated, and tailored to the status of MIEs. Additionally, the findings suggest that support initiatives should focus not only on funding but also on improving access to skills training and lessen bureaucratic barriers.