**5. Discussion of findings**

This study set out to establish the theoretical foundations of Web 2.0 eCommerce applications in SMEs in developing countries. In the review of related literature on the matter, several theories have been discussed in their origin and how they were applied as technology was being adopted and used in the industry and in the SME context. The review briefly discussed the following theories, not listed in any particular importance: 1) Technology Acceptance Model, 2) Theory of Planned Behaviour, 3) UTAUT and UTAUT2, 4) TOE Framework, 5) Task-Technology Fit, 6) Diffusion of Innovation Theory, 7) PERM and 8) EBS model. The application of the discussed theories and models has been aligned to social media environment.

Among the various factors identified in extant studies, Trust was found by [58] to appear early and usually at the inception of eCommerce process in the enterprise. Several other factors are technological and reflect the advancing nature of the technologies at play, with AI, Machine learning, IoT and similar others featuring in the discussions and practice. The lack of management expertise, poor infrastructure, lack of finance, lack of ICT skills in SMEs are perpetual challenges among SMEs in developing countries [29, 30], and their uptake of web 2.0 eCommerce will require that they wean off from the current prevailing hurdles. Social media technologies such as Facebook, Twitter, Instagram, weChat, Youtube and other similar ones have contributed to the eCommerce adoption and integration factors. Despite the challenges, each enterprise manager is expected to find their place in the industry by continuously taking considerations and making decisions in favour of their enterprise.

**Figure 1.** *Interaction of the SME business environment.*

**Figure 1** shows three aspects that depict an interaction of the business context impacting on SMEs. These are 1. theories and models, 2. Factors, and 3. the Web 2.0 eCommerce technologies for adoption.
