| Summary: | This study aims to examine the importance of e-commerce adoption and entrepreneurial orientation in Micro, Small, and Medium Enterprises (MSME)’s performance. A purposive sampling procedure was employed to recruit 150 MSME’s entrepreneurs from three districts of Jambi province, Indonesia. The findings show that e-commerce adoption significantly affects the sustainability of MSME business performance, while entrepreneurship orientation moderates these two variables. The findings could be used to identify and map customers’ preferences of e-commerce adoption and entrepreneurship orientation in order to improve MSME’s performance. Furthermore, these findings could be a source of information for the government in formulating policy concerning the MSME.
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