The economic paradigm is currently shifting from traditional approaches to a digital-based economy. This transformation required all businesses to fully utilize e-commerce platforms as part of their business operation. However, in contrast with urban entrepreneurs, rural entrepreneurs face greater challenges to embrace the transition. Hence, this study aimed to explore the facilitators of e-commerce adoption among rural entrepreneurs in Sabah. This study adopted the Unified Theory of Acceptance and Use of Technology (UTAUT) as the underpinning theory to conceptualize the facilitators of adoption. Qualitative face-to-face semi-structured interviews with the rural entrepreneurs were conducted to gain an in-depth understanding of the phenomenon. The data were then analyzed using thematic analysis. The result of this study suggested that the rural entrepreneurs were facilitated by observational learning in addition to all UTAUT dimensions. The outcome of this study is hoped to provide beneficial inputs to the relevant stakeholders to encourage more participation among rural entrepreneurs in adopting e-commerce platforms.