What drives global B2B e-commerce usage: an analysis of the effect of the complexity of trading system and competition pressure

The purpose of this paper is to examine the conditions in which B2B e-commerce is most likely to diffuse widely at the country level. This paper examines the role of trading system complexity and pressure of competition on B2B EC diffusion by controlling Gross domestic product (GDP) per capita and Information and Communication Technology (ICT) infrastructure. Our sample comprises a pool of country-year dataset from 143 countries over a three-year period (2014–2016). The data were collected from Network Readiness Index Report and Global Competitiveness Report. The findings provide evidence that greater the complexity of trading relationships with the global economy and high level of pressure from the competition are the main forces for B2B use across countries. Consequently, the authors suggest that having a strong trade relationship with developed countries with matured B2B e-commerce practice is helpful in sustaining B2B e-commerce use across countries.