ИСТИНА

Currently, there is a lot of research that stresses the importance of customer relationship management based on the development of e-commerce platforms. However, when we make the transition to the b2b market we are faced with problems of customer adoption of such systems. Even though we live in a digital era with the recent pandemic forcing the shift to online processes, many companies still prefer to deal with real people and company representatives. The aim of the present research is to reveal and analyze factors that contribute to the adoption of e-commerce systems in b2b markets and give recommendations on how to engage partners in it without losing revenues and clients. The methodology includes an analysis of answers of 329 respondents who have used the e-commerce b2b plat-form in the last 6 months. Data analysis was done with structural modeling that helped to understand the main drivers of e-commerce system adoption