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In the world today, undoubtedly e-commerce has proven to be beneficial and convenient to both merchants (seller) and consumers (buyer) particularly with various e-marketplace platforms such as Lazada, Shoppe, e-bay and many more. However, not many entrepreneurs took up the opportunity and ventured into e-marketplace. This scenario is more noticeable among the MSMEs entrepreneurs in developing countries. Hence, this study aimed to fill the gap and provide richer insights in technology acceptance from the user, environment, technology, and organizational side by applying the Technological, Organizational, and Environmental (TOE) framework model. This research was conducted in three regencies of Bali (Denpasar, Badung and Gianyar) by distributing five-point Likert scale questionnaires to 100 entrepreneurs (who meet the criteria). The developed hypotheses testing analysis was based on Partial …