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Drivers, barriers, and distance: platform-based cross-border e-commerce by Austrian small and medium-sized enterprises
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Cross-border e-commerce (CBEC) has become an increasingly important mode of internationalisation for small and medium-sized enterprises (SMEs), particularly through marketplace platforms. This work project investigates the drivers and barriers that influence
Austrian SMEs when selling internationally through marketplaces, examining how the factors vary across geographic, economic, and cultural distances. Through qualitative interviews with sellers and internationalisation experts, the study shows that Austrian SMEs typically first prioritise low-distance markets such as Germany, reflecting a reduced administrative burden, familiar consumer behaviour, and lower perceived risk. As distance increases, barriers related to regulatory compliance, logistics, and resource requirements often intensify, discouraging expansion. Marketplace platforms can mitigate some distance-related issues by providing infrastructural and operational support but cannot fully eliminate expansion challenges. Overall, this work project shows that successful platform-based CBEC requires alignment between firm capabilities, platform infrastructure, and manageable distance-related challenges.
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Cross-border e-commerce Small and medium-sized enterprises (SMEs) Austrian SMEs Marketplace platforms Internationalisation