The Effect of Cross-Border E-Commerce Adoption on the Internationalization Performance of MSMEs: The Mediation Role of International Market Access
Keywords:
Cross-border e-commerce, international market access, internationalization performance, UMKM, digital internationalization
Abstract
Micro, small, and medium-sized enterprises increasingly use cross-border e-commerce to overcome foreign market entry barriers, yet its performance mechanism remains underexplored. This study examines whether international market access mediates the effect of cross-border e-commerce adoption on internationalization performance. A quantitative explanatory survey was conducted with 170 micro, small, and medium-sized enterprises engaged in digitally supported cross-border business activities. The data were analyzed using partial least squares structural equation modeling through measurement and structural model assessment. The results show that cross-border e-commerce adoption significantly improves internationalization performance and strongly enhances international market access. International market access also significantly improves internationalization performance and partially mediates the relationship between cross-border e-commerce adoption and internationalization performance. The model explains substantial variance in internationalization performance. These findings imply that digital adoption generates stronger international outcomes when firms transform platform use into practical access to foreign customers, market information, and international buyers
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Bagheri, M., Mitchelmore, S., Bamiatzi, V., & Nikolopoulos, K. (2019). Internationalization Orientation in SMEs: The Mediating Role of Technological Innovation. Journal of International Management, 25(1), 121–139. https://doi.org/10.1016/j.intman.2018.08.002
Bargoni, A., Ferraris, A., Vilamová, Š., & Wan Hussain, W. M. H. (2024). Digitalisation and internationalisation in SMEs: A systematic review and research agenda. Journal of Enterprise Information Management, 37(5), 1418–1457. https://doi.org/10.1108/JEIM-12-2022-0473
Brislin, R. W. (1970). Back-Translation for Cross-Cultural Research. Journal of Cross-Cultural Psychology, 1(3), 185–216. https://doi.org/10.1177/135910457000100301
Cassia, F., & Magno, F. (2022a). Cross-border e-commerce as a foreign market entry mode among SMEs: The relationship between export capabilities and performance. Review of International Business and Strategy, 32(2), 267–283. https://doi.org/10.1108/RIBS-02-2021-0027
Cassia, F., & Magno, F. (2022b). Data-driven use of cross-border e-commerce platforms and export performance: The mediating role of foreign market knowledge acquisition. Sinergie Italian Journal of Management, 40(1), 131–150. https://doi.org/10.7433/s117.2022.07
Cenamor, J., Parida, V., & Wincent, J. (2019). How entrepreneurial SMEs compete through digital platforms: The roles of digital platform capability, network capability and ambidexterity. Journal of Business Research, 100, 196–206. https://doi.org/10.1016/j.jbusres.2019.03.035
Chandra, A., Paul, J., & Chavan, M. (2020). Internationalization barriers of SMEs from developing countries: A review and research agenda. International Journal of Entrepreneurial Behavior & Research, 26(6), 1281–1310. https://doi.org/10.1108/IJEBR-03-2020-0167
Chen, Y., Wang, Q., & Zhang, J. (with SpringerLink (Online service)). (2025). The role of cross-border E-commerce platforms in the digital economy: Empower firms to gain global market insights to increase global competitiveness. https://doi.org/10.1007/s44362-024-00003-0
Cumming, D., Johan, S., Khan, Z., & Meyer, M. (2023). E-Commerce Policy and International Business. https://hdl.handle.net/2164/22088
Da Rocha, A., Neves Da Fonseca, L., & Kogut, C. S. (2024). Small firm internationalization using digital platforms: An assessment and future research directions. International Marketing Review, 41(5), 981–1015. https://doi.org/10.1108/IMR-10-2023-0280
Feliciano-Cestero, M. M., Ameen, N., Kotabe, M., Paul, J., & Signoret, M. (2023). Is digital transformation threatened? A systematic literature review of the factors influencing firms’ digital transformation and internationalization. Journal of Business Research, 157(113546). https://doi.org/10.1016/j.jbusres.2022.113546
Gong, C., He, X., & Lengler, J. (2024). Internationalisation through digital platforms: A systematic review and future research agenda. International Marketing Review, 41(5), 938–980. https://doi.org/10.1108/IMR-08-2023-0213
Gupta, P., & Chauhan, S. (2021). Firm capabilities and export performance of small firms: A meta-analytical review. European Management Journal, 39(5), 558–576.
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
Jin, H., & Hurd, F. (2018). Exploring the Impact of Digital Platforms on SME Internationalization: New Zealand SMEs Use of the Alibaba Platform for Chinese Market Entry. Journal of Asia-Pacific Business, 19(2), 72–95. https://doi.org/10.1080/10599231.2018.1453743
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879
Temouri, Y., Wood, G., Pereira, V., Lewellyn, K. B., & Reppas, D. (2025). Cross-country evidence of e-commerce SME internationalization and the role of policy. International Business Review, 34(6), 102488. https://doi.org/10.1016/j.ibusrev.2025.102488
Tolstoy, D., Nordman, E. R., & Vu, U. (2022). The indirect effect of online marketing capabilities on the international performance of e-commerce SMEs. International Business Review, 31(3). https://ideas.repec.org//a/eee/iburev/v31y2022i3s0969593121001645.html
Zhang, C., Bai, T., Zhou, A. J., & Zhou, S. S. (2025). Digital platforms, internal digitalization, and internationalization of SMES. Long Range Planning, 58(6), 102588. https://doi.org/10.1016/j.lrp.2025.102588
Published
2026-05-10
How to Cite
Nanik Wahyuningtiyas, Sudarmiatin, & Heri Pratikto. (2026). The Effect of Cross-Border E-Commerce Adoption on the Internationalization Performance of MSMEs: The Mediation Role of International Market Access. International Journal of Economics, Business and Innovation Research, 5(03), 1743-1766. https://doi.org/10.63922/ijebir.v5i03.3394
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