PurposeThe present study aims to understand small retailers' current use of various low-cost technologies and the factors responsible for small retailers' adoption. Furthermore, these factors of adoption were mapped back to beliefs within the theory of planned behaviour (TPB), and an attempt was made to understand if some of the beliefs dominated over the others and their implications.Design/methodology/approachThe study takes a qualitative approach comprising in-depth semi-structured interviews and direct observation. The qualitative data were analysed through a thematic analysis to identify technology adoption factors.FindingsAmongst the various technologies (mobile apps), payment and procurement apps were the most widely used. The authors identified eight factors influencing technology adoption: the top being customer demand for payment apps and convenience and cost-saving for procurement apps. The study also highlights the role of the dominant beliefs in technology adoption, which managers could use to improve adoption rates.Research limitations/implicationsThe current study is a cross-sectional study and the sample was predominantly of grocery retailers, limiting the generalisability of the results.Social implicationsSmall retailers face stiff competition from organised retail and e-commerce platforms which threatens small retailers' existence. Small retailers' survival is vital as many people depend on the small retail sector for livelihood. Increased use of technology seems the only way for them to stay competitive and increase profitability. The study's outcome could help increase technology adoption amongst small retailers and increase small retailers' competitiveness.Originality/valueDespite the widespread presence of small retailers in emerging economies, few studies have examined technology adoption amongst them. This study is also the first to use the TPB theory in the small retailer technology adoption context.

The small retail sector in India, which employs millions of people, faces continuous threats from the emergence of modern retail and e-commerce. There is an urgent need to become more efficient and competitive. Increased use of technology can address many of the challenges, and in the last few years, many tech start-ups have come up with low-cost technology solutions for small retailers. The article attempts to map the emergence of these low-cost technologies and draw out the themes that could help increase the adoption and help the small retailer become more competitive.