The role of business intelligence in enhancing e-commerce development: The mediating effect of digital transformation

This study examines the mediating role of digital transformation (DT) in the relationship between business intelligence (BI) and e-commerce development (ECD). Using survey data from 239 organizations in the Middle East and North Africa (MENA) region and applying partial least squares structural equation modeling (PLS-SEM), the findings confirm strong measurement reliability and significant structural relationships. Results indicate that BI positively influences both DT and ECD, while DT directly enhances e-commerce outcomes. DT partially mediates the BI–ECD relationship, and management support exerts a fully mediated effect through DT. In contrast, BI infrastructure and data collection alone show limited impact unless embedded within comprehensive digital transformation strategies. The study highlights BI as a strategic enabler rather than merely a technical resource, emphasizing the importance of leadership commitment, organizational readiness, and cultural alignment. Theoretically, it integrates the Technology–Organization–Environment (TOE) framework with the dynamic capabilities perspective. Practically, it offers guidance for managers and policymakers seeking to align BI investments with digital transformation initiatives to achieve sustainable e-commerce growth. Overall, the findings underscore the role of BI and DT in fostering resilience.