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This paper investigates how retailers at different stages of e-commercematurity evaluate their entry to e-commerce activities. The study was conductedusing qualitative approach interviewing 16 retailers in Saudi Arabia. It comesup with 22 factors that are believed the most influencing factors for retailersin Saudi Arabia. Interestingly, there seem to be differences between retailersin companies at different maturity stages in terms of having differentattitudes regarding the issues of using e-commerce. The businesses that havereached a high stage of e-commerce maturity provide practical evidence ofpositive and optimistic attitudes and practices regarding use of e-commerce,whereas the businesses that have not reached higher levels of maturity providepractical evidence of more negative and pessimistic attitudes and practices.The study, therefore, should contribute to efforts leading to greatere-commerce development in Saudi Arabia and other countries with similarcontext.

How Retailers at different Stages of E-Commerce Maturity Evaluate Their Entry to E-Commerce Activities?