Digitalizing sales channels in wine business SMEs: the role of internal and external factors between opportunities and risks

channels in the direction of digital transformation. Our research questions then focus on the strategic relevance
of ICT, the intention to adopt e-commerce as one of a company’s sales channels and their determinants.
Design/methodology/approach– To study the factors that promote or hinder his adoption, leveraging the
UTAUTtheory, we ranaquantitative study among 114 SMEs during the 2022–2023 period. Using partial least
squares structural equation modelling (PLS-SEM).
Findings– We propose three main findings: First, we highlight the importance of e-commerce strategy for
SMEs in the wine business. Second, starting from the UTAUT theory to interpret the intention to use
e-commerce, we extend the model byhighlighting the relevance of external factors, such as the social influence
bycustomers and stakeholders and government actions such as NextGenerationEU (PNRR–National Program
for Resistance and Resilience in Italy). Third, we identified other variables connected to the relationship
between the company and the outside world that could favour e-commerce adoption in SMEs, such as firm
image and risk control.
Research limitations/implications– Our study has some limitations. The first is about the sample that could
have been larger and more representative of wineries and SMEs, also referring to other countries. Second, our
survey period lasts around one year to enhance the response rate. Third, the statistical analysis could have been
expanded by analysing the influences exerted by other variables or moderation and mediation effects. Fourth,
the number of variables considered was quite limited. Further extensions of this study could implement a
longitudinal analysis in different contexts and other countries or extend the study period.
Practical implications– The practical implication for managers, entrepreneurs and policymakers. The data
showtherelevanceofexternal factors, such as the impact oftheimage interms oftheexpectationsofclientsand
stakeholdersaswellastheavailabilityofpublicfundingtosupportthefinancialeffortsrequired.Thisinsightcan
beusedbypolicymakerswhendesigninglargeinnovationcampaignssuchastheNextGeneration.Accordingto
our findings, it will help to first develop and share the meaning and necessity of theinnovation among thepublic
to increase the expectations for the change. Then, specific funding programs will support the financials.
Originality/value– We do believe that our study represents an original study in the wine industry and
contributes to the existing literature that posits direct sales to consumers offer better control over brand image
and direct communication (Williams and Spielmann, 2019) and enhance time-to-market, service levels, and
efficiency by reshaping relationships between buyers and sellers in virtual e-chains (Adaileh and Elrehail, 2018;
Lewin, 2009; Manthou et al., 2004; Obal and Lancioni, 2013). Additionally, we emphasize that an e-commerce
initiative inherently reinforces brand and firm image, as it is interpreted as a sign of modernization.