PurposeIntegrating e-learning into higher education institutions (HEIs) is a complex process. Several universities had tried to impart learning online, especially amid the spread of COVID-19. However, they failed miserably due to the many barriers to online learning platforms’ delivery and acceptance. This study aims to explore the barriers and facilitators in adopting e-learning in HEIs of Pakistan by taking the perspective of key stakeholders involved in the management and administration of HEIs.Design/methodology/approachThe authors recruited participants using purposive and snowball sampling. Interviews were conducted from a variety of participants, including academicians, administrators and information technology (IT) personnel. Data recorded was transcribed into verbatim and then analyzed using thematic analysis.FindingsThe analysis identified barriers and facilitators to the e-learning implementation. Barriers included lack of resources and training, lack of infrastructure, inadequate e-learning policies, absence of positive mindset among teachers and students and reservations and concerns about e-learning of parents and teachers. By contrast, facilitators included prior training and awareness (provided by HEIs regarding e-learning), the assistance of government and regulatory bodies (in terms of policy and training on e-learning), the role of IT (in development and implementation of online learning system) and good computer knowledge and skills of students and faculty. Moreover, respondents believed that teaching subjects online requires the availability of proper and complete gadgets, but these were hardly available due to high demand. Finally, the academicians and administrators believed that e-learning is indispensable in health emergencies such as COVID-19 and similar events ahead.Originality/valueFor the HEIs to sustain and grow, the adoption of e-learning is fundamental. Therefore, the government should provide the essential infrastructure for the HEIs to deploy e-learning modules, train faculty and ensure the availability of necessary equipment (e.g. network) and gadgets to faculty and students. From a theoretical perspective, the study provides a framework for similar future studies in other emerging markets, whereas practical implications of the study can assist the governments and HEIs of emerging markets in implementing the e-learning modes of education in times of health emergencies, such as COVID-19.