¹Faculty of Plantation and Agrotechnology, Universiti Technologi Mara, Malaysia

²Department of Economics & Business Administration, University of Education, Pakistan

Email: selvakkumar@uitm.edu.my

Progress in the agricultural sector is one of the most imperative tools to enhance the productivity of agribusiness. This study identified the critical success factors (CSFs) required for the adoption of e-agribusiness platforms in the Malaysian agriculture sector. The study identified potential critical factors from the prior studies and contextually adjusted using a pilot study. These factors are categorized in various categories such as financial Imperative, technological Imperative, knowledge imperative, risk & trust factors, governance & public policy, and challenging business environment. The study has collected data from 302 agri-entrepreneurs within Malaysia through a questionnaire for quantitative analysis. The exploratory factor analysis (EFA) will be used to see the impact of CSFs that help to increase technological adoption thereby enhancing communication, advertisement, and overall sales of agri-products on the e-business platform. The proposed study is expected to have a significant impact on CSFs (financial imperative, technological imperative, knowledge imperative, risk & trust factors, governance & public policy, and challenging business environment) on the adoption of e-agribusiness platform. The findings will provide guidelines to agri-entrepreneurs and policymakers that how to use key success factors to improve business performance by utilizing e-agribusiness platforms.