Operating in international markets through cross-border e-commerce: a practitioners' perspective

“Advertising content posted through social media, such as Google, YouTube, Facebook, Instagram, etc., cannot be delivered to Chinese consumers via the Internet, making it costly and challenging to promote our business through CBEC” (Informant 30).

“We (Russian retailers) are at a disadvantage in the process of internationalization as sanctions limit access to critical technologies and foreign markets when applying the CBEC approach” (Informant 33).

Such vitally contextualized information from Chinese and Russian interviewees leads to the consideration whether the differentiated institutional environment and specific country of origin influence the implementation of CBEC. As yet, how to overcome these issues and apply the CBEC effectively await further empirical investigation.

While the efficiency of institutions considerably influences the business operation [Peng, Wang, Jiang, 2008], especially in cross-border markets, laws and regulations that related to the CBEC operation are currently yet to be improved. J. Doh and co-authors [Doh et al., 2017] identify those conditions where institutions are either not functioning optimally or completely lacking as “institutional voids”. To ensure the efficient and sustainable development of CBEC, maximize the function of CBEC as a springboard, government agencies should actively establish relevant systems to address institutional voids in the CBEC area: not only for broad-based supports to promote the use of CBEC by businesses but also for policies that can effectively govern the development of CBEC.

Besides, entrepreneurs must carefully consider the host countries' privacy protection policies when operating the CBEC to obtain legitimacy and market trust. Most countries continually change their rules regarding consumers' privacy to strengthen the protection of platform users. For instance, the EU introduced a General Data Protection Regulation (2016/679) that makes the policy homogeneous within the EU and strengthens the data protection for national and international transactions, giving back to citizens the control of their personal information Regulation (EU) 2016/679 of the European Parliament and of the Council of 27 April 2016 on the protection of natural persons with regard to the processing of personal data and on the free movement of such data, and repealing Directive 95/46/EC (General Data Protection Regulation) (Text with EEA relevance). 2016. Official Journal of the European Union. May 4. URL: https://eur-lex.europa.eu/eli/reg/2016/679/oj (accessed: 22.07.2021).. During surveys, it is found that every CBEC website displays a message regarding privacy rights as the regulations established. It is already the basic setup of e-commerce platforms, and the protection of privacy and information for online consumers has become a consensus among practitioners. Previous studies have demonstrated the significance of privacy protection, and the importance of this topic cannot be underestimated [Lh, 2005]. Given all sample companies in this study have provided privacy protection-related website settings, there was no point in considering this variable and testing the hypothesis H3. In this regard, the hypothesis H3 has been excluded in the subsequent regression analysis.

Taking all the findings from qualitative analysis, the emerging CBEC has been becoming an indispensable part of international markets, despite the problems that need to be addressed. Compared with traditional internationalization paradigms, CBEC is more promising in enterprises' decision-making and serves as a vital enabler of enterprises' access to overseas markets [Xue, Li, Pei, 2016]. Considering the much lower markets entry barrier that the CBEC springboard can offer, companies can find the CBEC reasonably suitable and reliable for catching significant opportunities to reach a more extensive customer base and expand into new markets. In the current adverse global environment, CBEC provides sufficient assistance in maintaining normal business operations, even further expanding in international markets. In the long run, CBEC will also be the best choice for companies to enter foreign markets and achieve internationalization in the post-COVID-19 era.

With the CBEC becoming more common and essential in international markets, there is an increasing need for e-commerce research that investigates the factors contributing to the success of global electronic commerce [Cui et al., 2020]. Meanwhile, the Black Swan in 2020 shocked every industry, especially cross-border business. Considering the evolving global environment and technology applications, the influence of CBEC's performance determinants could have changed simultaneously. The next step of analysis is to exam if those factors still affect companies' performance.

Statistical analysis and reports. The regression analysis emphasizes the relationships between the two regressors and the dependent variable, CBEC performance. The results indicate how these structural determinants allow CBEC to operate efficiently through the ordinary least squares analysis. Comparing the results of T-tests between multiple regressions, the model that best suits the data has been chosen and its formula is shown as:

CBEC performance = -0.082 + 0.211 * personalization + 0.001 * payment.

Table 4 presents the regression outcome.

Table 4. Regression analysis results

Note: * -- p-value < 0.05, ** -- p-value < 0.01.

The outcome of the regression analysis shows that platform personalization in language settings is positively related to the CBEC performance with a coefficient of 0.211. In other words, multiple language choices have positive influence on the total sales, in being more user-friendly. Previously, it has been demonstrated that having the opportunity of communicating in a shared language in specific environments is essential [Gomez-Herrera, Martens, Turlea, 2014; Turban et al., 2018]; in our cases, such positive influence of language inclusiveness on CBEC performance still exists.

The results about the platform payment structure reveal an evident change along with the technology development and digitalization tendency. The equation presents that a unit change in the payment structure corresponds to a 0.1% increase in the CBEC performance. However, such a relationship is not significantly proved based on our constructed dataset. Prior research reports that consumers are tempted to buy when they have more options for paying. However, our study surprisingly drew a distinct conclusion: more payment options may not effectively lead to increased CBEC sales. This could be attributed to the technology advances and the widespread acceptance of the use of mainstream third-party payment platforms in international markets, consumers have become less demanding and sensitive in terms of the payment options available to them.

In conclusion, our study failed to reject hypothesis H1 but succeeded in rejecting hypothesis H2. The regression analysis confirms the positive influence of personalized language settings on the CBEC performance elicited in the literature review and expressed by the practitioners involved in our research. This factor previously suggested to have the most significant impact continues to positively influence the CBEC performance in the current environment. In terms of payment systems, the diversity of this platform setting has no longer significant positive influence on the CBEC performance. Considering the results of qualitative analysis, the hypothesis H3 was excluded from quantitative regression testing. Nevertheless, even not included in the model developed, the factor “privacy commitment” may not have as significant an impact on consumer perception as it did when CBEC first emerged. This point can be augmented based on the fact that almost every country has enforced strict regulations on the privacy protection of e-commerce; privacy enforcement has already been a basic setup of digital platforms. Each website displays a message regarding privacy rights; the privacy protection has become a consensus in CBEC industry.

Entrepreneurs must recognize the meaning of CBEC platform performance determinants. According to our quantitative results, multiple language choices are most significantly and positively related to CBEC performance. Companies contemplating accessing global markets and achieving internationalization through e-commerce channels should pay greater attention to their website language settings. Foreign companies can effectively increase their sales in the host country market by translating the language of their websites into local ones. Mother tongue perception when browsing shopping websites can be an essential issue for consumers' decision-making. Case in point, if the product description is only available in English and the pricing is only listed in U.S. dollars, most non-native English-speaking consumers will stop browsing the website and abandon the purchase. Moreover, the online payment structure has less influence on consumers' buying decisions nowadays due to the global-scale penetration of mainstream third-party payment platforms, such as Mastercard, Visa, and China UnionPay [Cross-Border E-Commerce..., 2019]. After translating website language into the local language and converting the product prices into the local currencies, the company still needs to provide the payment options commonly used in the international markets.

Conclusion

Based on the practitioners' perception, this study enhances the understanding that CBEC is the leading option for companies to operate in international markets nowadays and potentially become the dominant channel for firms to penetrate foreign markets in the future. The reflection about the increase of cross-border online purchasing and the number of newly established CBEC enterprises brings us to conclude that this platform has massive growth potential. Through the springboard perspective, this study compares the CBEC approach with two basic conventional internationalization paradigms, the Uppsala model and network approach that are prominent in both academia and practice. The uniqueness of CBEC obtained from our qualitative analysis demonstrates it an ideal choice for companies to deal with the short-term global dynamics and longterm internationalization.

The content analysis based on interviews and literature review helped us locate platforms' structural performance-determining factors, including personalization in language settings, payment systems, and privacy commitment. The variable of privacy protection has been excluded from hypothesis testing since it is a consensus in the CBEC industry. The regression analysis confirmed the positive influence of platforms' multiple language settings on CBEC performance. While the payment systems factor has no significant effect due to the common acceptance of mainstream third-party payment platforms. Overall, these factors must be carefully considered and under control by enterprises. Given the global business dynamics, investing in a personalized setting, being updated on the country- and international-level privacy policies, and choosing a reputable payment processor are the winning keys to operating the CBEC in international markets.

Contribution. This study puts in evidence the strengths of CBEC and specific structural determinants on which an enterprise can invest to respond to the continually changing international markets. More profound insights have been provided into the CBEC's operation from practitioners' perspective, thus contributing to the literature with holistic and in-depth empirical specifications. Specially, this study heeds the call to consider the CBEC as a novel method to achieve internationalization instead of a supplement to traditional offline marketing strategies [Cassia, Magno, 2021; Qi et al., 2020]. In doing so, an exploratory qualitative analysis, combined with the comparation between the CBEC and two basic internationalization paradigms, sheds light on the significance of applying the CBEC as a springboard to penetrate overseas markets.

Furthermore, a quantitative test clarifies the influence of specific platform structural factors on firms' performance. In order to ensure the reliability and validity, the size and age of companies have been treated as control variables, so as to collect the sample companies from single industry of different markets. Noteworthy, the size of companies, the experience of firms in digital commerce or offline trading, the knowledge of managers in domestic or international markets, the industry to which the firm belongs, and the company's country of origin, all these issues could have potential influence on the practice of CBEC. Future investigations may contribute to the development of CBEC from these perspectives. Furthermore, two questions of great interest to practitioners have been raised: whether the CBEC has substantially reduced the transaction costs of cross-border trade, and how to overcome the technical, institutional, and environmental challenges in the CBEC operation, and therefore, to effectively facilitate and govern the CBEC development. These issues arising from practice may question existing studies, particularly those which suggests the effectiveness of CBEC in reducing transaction costs and which omitted the institutional elements when studying the development of CBEC.

From the managerial perspective, this research contributes to understanding the choice of markets expansion modes in the increasing use of technology. The CBEC is more responsive to market demands and dynamics than prior expanding paradigms. It has valuable implications for entrepreneurs who plan to approach global markets more efficiently. A great implementation can be achieved by Russian firms, who are intending to survive their business under sanctions and, firms from non-sanction-supporting countries, who are intending to expand into the sanctioned Russian market. The Russian market has been negatively affected in terms of disrupted supply chain, disconnected internet, restricted transaction channels, and dysfunctional monetary transfer methods. Russian business suffers significantly and urgently need a reliable method to maintain their commercial activities. Meanwhile, numerous business opportunities have been created in the Russian market by the withdraw of Western companies. In such situation, the CBEC approach can be an optimal channel for Russian firms to sustain connection with foreign markets, where internet and technology accesses are guaranteed; and for firms from non-sanction- supporting countries to approach Russian consumers and promote their products.

Besides, the identification of platforms' structural performance determinants suggests to business owners that greater attention to the multiple language options is critical to the efficiency of a company's operations in overseas markets. Communications between buyers and sellers should be conducted in a more acceptable way to buyers [Kwak, Zhang, Yu, 2019]. The payment set may not significantly affect CBEC sales as much as it did when the CBEC just started, but practitioners still must choose payment platforms that are more widely available and reliable.

The CBEC is still relatively new in the big picture of international business. The litmus test will be at the moment of data release concerning the CBEC performance over a long period. Given the trade dilemma caused by the coronavirus pandemic and geopolitical tensions, it is expected that the CBEC as a new commercial approach in foreign trade development to play a more critical role in stabilizing a country's export trade. It enables multiple and diverse companies to participate in cross-border trade [Li et al., 2018]. The CBEC may soon become a key facilitator of consumption growth as the world confronts a prolonged pandemic in COVID-19. As the importance of novel electronic strategies has been emphasized, the CBEC enables companies to diversify risk instead of focusing only on the domestic market or a limited number of key international markets.

Limitation and future research. Since the CBEC industry has not been emerging for so long, statistical analysis based on longitudinal data is not available. Besides, the dataset that has been constructed in this research covers companies with different country of origin. In fact, the national context potentially affects the promotion of CBEC and changes the influence of specified platform setting factors on CBEC's performance. Therefore, contextualized investigations are particularly suggested to explore the story of CBEC in different countries or markets. Moreover, the variables included in the regression analysis are coming from the revision of the previous literature and supported by our interviewees; future research should still study the effect of various factors on the CBEC performance, such as the issues of brand authority, the size and age of companies, the experience of them in offline trading or in domestic market in future investigations. Finally, the CBEC could be an optimal choice for the business model innovation of international new ventures (born-global). However, little research focuses on the CBEC implication for born- global enterprises' international expansion, while plenty of specialties could be presented [Hennart, Majocchi, Hagen, 2021]. Future research can also take effect to bridge this gap.

Acknowledgements

The author would like to thank Professor Andrei Yu. Panibratov for commenting on the earlier version of this paper, and Claudia Magnapera for her significant contribution to this study.

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