Leveraging cross-border e-commerce platforms for export strategies: a model for exporters in B2B markets

Purpose Exporters are increasingly using business-to-business (B2B) cross-border e-commerce (CBEC) through third-party platforms as a foreign market entry mode. B2B CBEC platforms resemble online trade shows and aim to facilitate the establishment of relationships between sellers and foreign buyers (e.g. distributors, importers and original equipment manufacturers) to promote repeated exchanges. However, how international buyer−seller relationships are established through such platforms remains unclear. This study aims to draw on the new open resource, linkage and integration (OLI) advantages theory to develop a model for exporters to successfully use CBEC platforms. Design/methodology/approach This study was based on a longitudinal analysis of five Italian firms from the food and beverage industry using Alibaba.com to establish relationships with foreign distributors and professional food service buyers. Grounded theory was used to analyze the data. Findings The analysis resulted in a model explaining how exporters engage in co-creation processes with CBEC platforms’ ecosystems to transform the generic new OLI advantages enabled by B2B CBEC platforms into firm-specific advantages that drive the establishment of relationships with international buyers. Research limitations/implications The cases considered in this study are linked to the food and beverage industry. The buying and selling cycles vary from industry to industry, resulting in the need for varying balances between in-platform and out-of-platform buyer interactions. Practical implications The model developed in this study can be readily implemented by firms using CBEC platforms. The model indicates the need to approach CBEC platform use with appropriate expectations and after assessing organizational readiness. It also emphasizes the need for exporters to adopt proactive behaviors through engagement activities, continuous learning and self-adjustment. Originality/value To the best of the authors’ knowledge, this study is the first to develop a comprehensive model outlining how exporters can use B2B CBEC platforms to establish stable relationships with foreign buyers.