The Impact of Cross-Border E-Commerce Platforms on Global Market Entry Strategies of SMEs: A Case Study of Southeast Asian Markets

DOI: https://doi.org/10.62517/jnme.202610105

Author(s)

Kaiwen Hu*

Affiliation(s)

Guangdong Polytechnic Normal University, Guangzhou, Guangdong, China *Corresponding Author

Abstract

With the rapid digital transformation of the Southeast Asian market, cross-border e-commerce platforms have become a core driver for small and medium-sized enterprises (SMEs) to expand globally. This paper takes the Southeast Asian e-commerce market as the research object, explores how platforms such as Shopee, TikTok Shop, and Lazada reshape SMEs' market entry strategies, and analyzes the opportunities and challenges brought by platform empowerment. Based on market data and typical cases, it is found that cross-border e-commerce platforms reduce SMEs' entry thresholds through simplified access procedures, optimized logistics systems, and localized marketing tools, while forcing SMEs to adjust strategies in compliance management, supply chain optimization, and localized operations. Finally, corresponding suggestions are put forward to help SMEs leverage platform advantages to gain a foothold in the Southeast Asian market.

Keywords

Southeast Asian Markets; Cross-Border E-Commerce Platforms; SMEs

References

[1] Report on the Development Status and Investment Opportunities of the Southeast Asian E-commerce Market 2025-2030. Originality Document, 2026. [2] 2025 Southeast Asia E-commerce Panorama: The Rise of the World's Fastest-Growing Market. Cross-border Business Review, 2025. [3] TikTok Shop Makes It Easier to Open Stores in Southeast Asia. Xiangmai Cross-border, 2025.