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The current paper aims to explore the drivers of the implementation of e-commerce and social commerce among Italian virgin olive oil micro-companies (10 employees or less), according to the Technology-Organization-Environment framework. In order to observe this phenomenon over time, a Generalized Linear Mixed Model was used for the analysis, because it allows considering the heterogeneity characteristic of such types of companies. The results show that technological change is influencing the drivers toward e-commerce adoption and that the size is not as important as it seems. The implementation of new technological sales channels could allow not only to broaden micro firms’ sales horizons but also to overcome significant geographical barriers, enabling expansion toward otherwise inaccessible international markets. It is even more critical considering that the current pandemic situation is forcing the transition from direct/physical to online sales.

Why Do Small Firms Implement Web Sales? The Italian Olive Oil Case