**6. Conclusions and recommendations**

This chapter has discussed 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 were being adopted and used in the industry and in the SME context. The review discussed theories and models of web 2.o eCommerce adoption for developing country SMES, namely TAM, TPB, UTAUT and UTAUT2, TTF, DIT, PERM and the EBS model. The chapter has discussed factors that affect Web 2.0 eCommerce adoption as the proliferation of social media advances in SMEs. The factors have been presented as individual, behavioural, technological, organisational, environmental, social and cultural and other natural causes. Details of each of these factors have been discussed to provide insight on how they have been encountered in SMEs.

This study does not present a one-size-fits-all model for SMEs in developing countries. As organisations are unique, so are their contexts and the managers who make decisions for their competitive position in the industry. Hence, it is recommended that SMEs adopt a process of continuous improvement as they resolve various challenges that impact their firms. As shown in **Figure 1**, the continuous gearing in the SME business context requires that managers become proactive in seeking better ways of engaging in Web 2.0 eCommerce adoption. SMEs could draw insight from this book chapter and various scenarios that have been presented and apply the lessons learnt to the specific conditions that prevail in their local context. To strengthen their position in the industry, SMEs in developing countries, and Zambia particularly, are encouraged to team around regional and global eCommerce value chains to enhance capacity and growth.
