The clear differences between developing nations and developed nations have posed an enormous problem in trying to design a “one-size-fits-all” theory of Electronic Commerce (EC) adoption. Most prior studies have proposed that generalizing findings of developed countries to the context of developing countries are of worry (Rahayu & Day, 2015; J. Tan, Tyler, & Manica, 2007). Table 1 shows the ICT Development Index (benchmarking tools to monitor information society developments worldwide) of some countries that have hosted the earlier literature on EC International Telecommunications Unions (ITU, 2017). These statistics may well indicate that businesses in developed countries and developing countries vary with regard to information technology and EC context<strong>.</strong> The latest ITU report in 2017 on ICT Development Index, ranks Ghana as the 112th country regarding ICT development in 2016, which shows a slight decline in the ranking compared to 111th in 2015 (the IDI value increased from 3.75 in 2015 to 3.99 in 2016). This may suggest that Ghana does not have appropriate infrastructure for effective e-business compared to countries like Singapore, China and USA.

In an era of globalization, economies over the world have become increasingly international and competitive. According to Alahuhta et al (2005), the last three decade has seen a massive revolution in technology use at both individual and organizations level with several organizations replacing the manual system of operation with modern technologies and computer powered machines. Acheampong, et al (2017) explain that three decades ago it was a dream to conceive that at a point in time all of the world’s knowledge could be put on a single world wide web and browsed by people from different parts of the world for free. These are the realities of the contemporary business place which Casey & Wilson-Evered (2012) explained has been facilitated by the advances in technology and globalization. According to Zaremohzzabieh, et al (2014), e-commerce platform appeared along with the development of internet and the necessities of ventures has given a web-based exchanging spot to customers and suppliers. It is a virtual system for purchasers and merchants, utilizing computer programming technology to coordinate assets on the web and accomplish the objective of community program (Ruzzier, AntonciC, Hisrich, & Konecnik, 2007). E-commerce platform gives all members equivalent and public information location of many services. Merchants can disseminate product information on e-commerce platforms, while purchasers can get a wide range of information without going outside (Strauss, 2016). As a new trend in the economic development and a new pattern of future business advancement, e-commerce platform plays a critical part with many attributes i.e. third party, service nature, neutrality and integration (Ling, et al, 2010).