From entry to engagement: how platform enablement and competition dynamics mediate SMEs’ seller responses

Purpose This study aims to investigate the impact of platform owner entry on seller engagement, with a focus on the mediating roles of perceived platform competition, platform–seller interdependence, and platform enablement tools. Design/methodology/approach Grounded in Resource Dependency Theory (RDT) and situated in the context of Ghana, the research draws on data from 351 small- and medium-sized businesses (SME) sellers operating on e-commerce platforms. Using purposive sampling and survey questionnaires, the study used structural equation modeling (SEM) via AMOS version 28. Findings The results reveal that while platform owner entry has a negative but statistically insignificant direct effect on seller engagement, the indirect effects through all three mediating variables are negative and significant. Practical implications The study encouraged platform owners to strengthen their collaborative relationships with sellers and avoid practices that may restrict seller autonomy, to sustain engagement and enhance the platform’s overall value proposition. Originality/value This study extends RDT by showing that in digital platform ecosystems, dependency involves both access to and interpretation of resources, while offering novel evidence from Ghana’s e-commerce context, where platform owner entry shapes SME seller engagement primarily through indirect mechanisms.