The main aim of this paper is to generate understanding of the range of internal and external factors which impact the business-to-business electronic commerce (B2B EC) development of the smaller firms in agro-based industry. Drawing on existing research on e-readiness models of information, communications and technology (ICT) specifically B2B EC technologies, this paper formulates a conceptual model of B2B EC assessment constructs together with the specific research approach towards the development of a more robust electronic readiness (e- readiness) model. The research presents a conceptual model that highlights the key indicators of the B2B EC implementation based on individual, organizational and environmental dimensions.