Small and medium enterprise (SME) business owners face challenges in adopting e-commerce strategies to market products. By utilizing e-commerce technology and tools, SME business owners could reach more customers and improve their business performance. Grounded in the technology acceptance model, the purpose of this qualitative multiple case study was to explore the strategies some SME business owners in the furniture industry used to adopt e-commerce to market products in Ghana. The participants comprised 5 SME business owners from 5 different furniture firms in Ghana who adopted e-commerce strategies to market products. Sources of data included semi-structured interviews, interview notes, and company documents: annual financial reports, minutes of meetings, newsletters, and company diaries. From the thematic analysis, 4 themes emerged: use of social media, hosting of website, mode of payment, and efficient infrastructure. A key recommendation is that SME business owners to adopt social media and host websites to market products for improved customer satisfaction and business performance. The implications for positive social change include the potential for SME business owners in furniture firms to create job opportunities, provide social amenities and welfare, and promote the regional communities' economic development.