This case study associates small medium enterprise (SME) entrepreneurs’ innovation adoption process with their decision-making process in the use of e-commerce marketing application by implementing the post-positive paradigm and the qualitative approach. In-depth data are gathered to describe the process of innovation adoption by the use of ecommerce marketing applications by the SME community. The result of this study shows that the process of innovation adoption by the use ofe-commerce marketing applications on the SME community members through various stages, before deciding to accept or reject the innovation. Moreover, adopting e-commerce system requires communication process that will potentially change the users’ selling behaviour, from offline to online. The process of information dissemination is not only by face-to-face communication (as the part of the community's role) but also through online communication channels such as WhatsApp, Facebook and Instagram.