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Differences in independent retail small business entrepreneurs’ COVID-19 resilience enactment are investigated using a qualitative retroductive analytic approach. We observed that some entrepreneurs, even in the same industry, sector and city, with similar offerings, chose to adopt online store technologies while others did not. Identity motives are uncovered as a likely explanatory construct, as those with externally focused identity motives generally adopted these technologies while those with internally focused identity motives generally did not. Identity motives appear to influence entrepreneurs’ perceptions of technology affordances, potentially moderating the impact of these perceptions on technology adoption decisions. Contrary to conceptualizations of individual resilience being a trait or process, we find support that resilience is more appropriately viewed as a mindset. Implications for entrepreneurship theory, practice, and education are discussed.

Understanding micro-level resilience enactment of everyday entrepreneurs under threat