Advances in information technology have created great opportunities as well asrnthreats to organizations in various business sectors. Though adoption of ecommercernis considered to provide substantial benefits to business; manyrngeneral importers in Ethiopia still have not realized to adopt electronicrncommerce due to different factors. Identifying the main opportunities andrnchallenges and suggests suitable strategies to promote e-commerce are the basicrnpurpose of this research. To attain the objective, data for the study werernobtained from sample of 203 general importers from total of 748 which arernfound in Addis Ababa and had collect data basically from primary sources. To dornso questionnaire was designed and distributed to the top level managers of thernselected companies. This study used descriptive survey research designs. Therndata collected was analyzed with the help of Microsoft Excel software packages.rnThe empirical findings show that, although the country registered two digitrneconomic growths, with stable political climate, the banking, ICT and Ecommercernpractice in Ethiopia are underdeveloped. Dominant barriers thatrnhighly hinder e-commerce adoption are; lack of skilled workers, Fear of riskrnsecurity and privacy, lack of e-commerce infrastructure. The government ofrnEthiopia should formulate strategies that enhance the e-commercerninfrastructure and enabling policy environment by involving full participation ofrnall stakeholders, develop awareness raising campaigns. Finally, service providerrnand customer should sign service level agreements.