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SMEs in developing countries have low participation in exports, however, information technologies through international marketplaces have reduced the problems they face in exporting. This paper analyzes the process of ecommerce adoption in SMEs and how marketplaces influence the adoption of cross-border e-commerce from the perspective of the theory of dynamic managerial capabilities. The multiple case study and the Delphi method are used as qualitative methodology. The findings suggest that companies can start by adopting easy-to-use digital commerce tools and as they gain experience, they will be able to adopt more advanced technologies and strategies. International marketplaces facilitate the work to export small volume and low value packages, so leveraging the services provided by these platforms is a great alternative. As a conclusion, SME managers are recommended to have the willingness and commitment to improve their own capabilities, but they should focus on building organizational capabilities within their companies. [ABSTRACT FROM AUTHOR]