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Loida E. Mojicaa,Jannie Gracelyn P. Avilesb,Jeanette Angeline B. Madambac,Agnes T. Banzond 아시아무역학회 2018 Journal of Asia Trade and Business Vol.4 No.2
Agribusiness has to be at par with other businesses in adapting to the globalized market environment to take advantage of the new opportunities brought about by the new market reach. With the increased internet and social media penetration in the Philippines as shown in the digital statistical indicators in 2016 and 2017, and the support of telecommunication service providers, opportunities for adoption of e-commerce are available for agribusiness companies.E-commerce becomes increasingly important to business organizations as businesses connect with the other players in the supply chain. Although e-commerce has been found to benefit businesses, and there is awareness among agribusiness MSMEs of these benefits, adoption of e-commerce agribusiness retail micro, small and medium Enterprises (MSMEs) in Laguna, Philippines is relatively slow compared to big businesses. The traditional way of doing business, specifically, the personalized interaction with the customers that the MSMEs would like to maintain, the generally small business size, the cost of investing, implementing and maintaining e-commerce infrastructure and people and the lack of knowledge of e-commerce among agribusiness retail MSMEs were the barriers to e-commerce adoption among retail MSMEs.
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