E-Commerce Adoption and Entrepreneurial Orientation as a Catalyst for Sustainable Performance of Indigenous micro and Small Businesses in Jharkhand

The adoption of e-commerce and entrepreneurship orientation (EO) plays a critical role in enhancing the sustainable performance of indigenous small businesses, particularly in regions like Jharkhand, India, where traditional business practices dominate. This paper examines the relationship between e-commerce adoption, EO, and sustainable business performance within the indigenous communities of Jharkhand. A purposive sampling method was used to select 100 entrepreneurs of small businesses in the west Singhbhum districts of Jharkhand. The results indicate that e-commerce adoption has a substantial impact on the sustainability of small business performance, with entrepreneurship orientation acting as a moderating factor between the two variables. These insights can help in identifying and understanding entrepreneurs' preferences regarding both e-commerce adoption and entrepreneurship orientation, which in turn can enhance small business performance. Additionally, the findings provide valuable information for policymakers, especially in developing strategies aimed at supporting indigenous small businesses. By addressing both the adoption of e-commerce and fostering an entrepreneurial mindset, government policies can more effectively drive the growth and sustainability of these enterprises, contributing to broader economic development.