The impact of top management support and use of e-commerce on SME performance during COVID-19 pandemic

Purpose This study investigates the interplay between technological, organizational and environmental factors driving e-commerce usage and how this usage impacts performance in Pakistani manufacturing SMEs. The study also explores whether top management support strengthens performance outcomes. Design/methodology/approach We apply partial least squares structural equation modeling to test direct, mediating and moderating hypotheses in a robust model framework. Data were collected from 364 manufacturing SMEs. Findings The results show that technological and organizational factors significantly drive the use of e-commerce, while environmental factors have weaker effects. E-commerce adoption partially mediates the relationship between adoption drivers and firm performance. Top management support positively moderates the relationship between e-commerce usage and firm performance. Research limitations/implications The results are based on a cross-sectional sample limited to manufacturing SMEs in Pakistan. Practical implications The study provides SME managers and policymakers with evidence on how technological readiness and top management support positively impact e-commerce adoption and firm performance. Originality/value This study uniquely integrates the TOE, DOI and RBV frameworks to explore the mediating and moderating mechanisms in the relationship between e-commerce adoption and firm performance among manufacturing SMEs.