Examining the use of Industry 4.0 technologies in e-commerce supply chains: a model of antecedents and outcomes of data-sharing platform applications

Purpose Industry 4.0 (I4.0) technologies have provided a whole new innovative set of tools for supply chain participants. However, the application of these new technologies is not ubiquitous because of the readiness and motivations of actors in different positions of the supply chain. To provide further insights, the purpose of this research is to investigate how e-commerce businesses use I4.0 technologies. The role of joint platforms is examined as a vehicle for spreading innovation through the supply chain, and the adaptation process of supply chain participants is investigated through the use of I4.0 technologies to resolve supply chain visibility issues. Design/methodology/approach The innovation diffusion theory (IDT) and the complex adaptive systems (CAS) perspective are used to address mediating effects. The proposed conceptual framework was tested using the partial least squares-based structural equation modelling method based on survey data from 242 e-commerce businesses in the UK. Findings The results demonstrated that I4.0 technologies drive the use of joint platforms. However, these platforms are not seen as contributors to benefits related to technology use. Furthermore, actors successfully adapted to visibility barriers using I4.0 technologies. However, the resolution of these barriers did not provide benefits to their operations beyond what I4.0 technologies already offered. Research limitations/implications This study highlights the potential of I4.0 technologies to enhance supply chain transparency and efficiency in e-commerce. However, the benefits of joint platforms are limited due to the capacity constraints of small and medium-sized enterprises (SMEs). Limitations include the focus on UK-based e-commerce businesses, which may affect generalisability. Future research should explore more diverse samples and long-term impacts of I4.0 technology adoption. Practical implications Small and medium-sized e-commerce businesses located at the downstream end of the supply chains do use I4.0 technologies to address visibility and complexity challenges. However, their capacity to onboard other participants on the shared platforms created using these technologies is limited; therefore, the benefits derived from these platforms are constrained. Furthermore, the potentially short-term perspective of these businesses does not allow them to effectively use these technologies to facilitate adaptation to visibility barriers in the supply chain, resulting in their inability to moderate the bullwhip effects. Originality/value This study advances the literature on e-commerce supply chains by linking IDT and CAS theory to the application of I4.0 technologies.