Digital Marketing Adoption Among Small Businesses in Developing Countries

Abstract

This paper examines the patterns, drivers, and barriers of digital marketing adoption among small and medium-sized enterprises (SMEs) in developing countries across Sub-Saharan Africa, South and Southeast Asia, and Latin America. Drawing on primary survey data from 1,240 SME owners and managers, supplemented by secondary analysis of regional digital economy reports, the study identifies a pronounced digital divide that constrains equitable participation in global e-commerce ecosystems. While mobile internet penetration has accelerated adoption of social-media marketing, particularly through platforms such as Facebook, WhatsApp Business, and TikTok, structural barriers — including limited digital literacy, unreliable infrastructure, restricted access to formal financial services, and inadequate regulatory frameworks — continue to impede comprehensive adoption. The findings reveal that government-led digital capacity programs, fintech integration, and local-language content development represent the most impactful levers for sustainable adoption. This paper contributes an empirically grounded framework for policymakers, development finance institutions, and technology companies seeking to support SME digitalization in emerging markets.