Background and Problem: Family small and medium enterprises are distinct entities with a tri-systemic intricacy. They have enormous economic power and are an indispensable part of society. Today, they must withstand a dynamic business environment characterised by rapidly emerging technologies and markets, disruption, and globalisation. To remain competitive, they need to adapt to the digital economy and operate on the international stage to participate in market activities for example through e-commerce. 

Research Purpose and Question: Scholars have studied family SMEs, their growth, and their internationalization aspirations. It seems that despite the ability to innovate at the international level the complexity of the overlapping inherent roles causes a motivational gap. This ability/willingness paradox stems from the family’s emotional affection – the socio-emotional wealth. Against this background, the aim of this work is to shed light on the underrepresented phenomenon of unique cultural characteristics and their interaction with ability and willingness in family SMEs. For this, I want to answer the research question ‘How do the unique cultural characteristics of family SMEs impact their ability and willingness to use e-commerce for in- ternationalization?’ 

Method: The core of this qualitative work follows relativism as well as social constructionism. To answer the research question, I compared two cases of family SMEs that are engaging in international business whereas only one of them is doing it through e-commerce. I conducted 10 in-depth interviews with five actors of each company. Strategically, I followed grounded theory and carried out the iterative process of extensive data collection through theoretical 

Conclusion: The findings of this work suggest that the motivational gap reflects in cultural conditions thus impacting the outcome of international e-commerce. Socio-emotional wealth is cause and effect for willingness. This is processed at the core of the company – the corpo- rate culture. However, the ability is a contingency and a second-order effect. While willing- ness can compensate for an ability gap, this effect is not recuperative. Subsequently, without the family's willingness to engage in international e-commerce, existing abilities will not be utilised.