This study investigates the dynamics of online business model adoption in African digital marketplaces, focusing on the roles of trust, perceived risk, business model innovation, and technology readiness. Employing a cross-national approach, the research examines data from consumers across three African countries using structural equation modeling. Findings reveal that trust positively influences adoption, while perceived risk acts as a significant barrier. Business model innovation and technology readiness emerge as crucial moderators, enhancing the positive effect of trust and mitigating the negative impact of perceived risk on adoption. Notably, the strength of these relationships varies across the three countries, underscoring the importance of context-specific strategies. The chapter contributes to technology adoption literature by integrating business model innovation and technology readiness into a comprehensive framework tailored to the African context. It offers valuable insights for businesses seeking to optimize their digital strategies in emerging African markets and for policymakers aiming to foster inclusive digital economies. The research also highlights avenues for future studies, including longitudinal approaches and exploration of additional factors influencing the evolving landscape of African digital marketplaces.