Digitalization and International Marketing: How E-Commerce is Reshaping Global Trade

Session

Management Business and Economics

Description

Over the last 10 years, the digitization of trade and interaction with customers globally has transformed how companies operate. Small and medium businesses have gained new competitive advantages from online platforms and digital marketing tools to enter global markets more quickly and at lower cost. This paper investigates how e-commerce is transforming global trading patterns and the key barriers which SMEs are encountering when expanding outside domestic markets. Digital plays enable growth but also open doors to new challenges such as cultural adaptation, efficient logistics and international trade regulations This study suggests that enduring international e-commerce success is based upon the successful application of digital technologies, combined with nurturing robust and sustainable marketing strategies. Through the examination of these dynamics, the paper will discuss how key competitive dimensions like innovation, adaptability and sustainability are critical in order to compete today, when a trade environment is intensely entwined.

Keywords:

Digitalization, international (intercultural) marketing, e-commerce, SMEs Sustainability resilience

Location

UBT Lipjan, Kosovo

Start Date

25-10-2025 9:00 AM

End Date

26-10-2025 6:00 PM

DOI

10.33107/ubt-ic.2025.412

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Oct 25th, 9:00 AM Oct 26th, 6:00 PM

Digitalization and International Marketing: How E-Commerce is Reshaping Global Trade

UBT Lipjan, Kosovo

Over the last 10 years, the digitization of trade and interaction with customers globally has transformed how companies operate. Small and medium businesses have gained new competitive advantages from online platforms and digital marketing tools to enter global markets more quickly and at lower cost. This paper investigates how e-commerce is transforming global trading patterns and the key barriers which SMEs are encountering when expanding outside domestic markets. Digital plays enable growth but also open doors to new challenges such as cultural adaptation, efficient logistics and international trade regulations This study suggests that enduring international e-commerce success is based upon the successful application of digital technologies, combined with nurturing robust and sustainable marketing strategies. Through the examination of these dynamics, the paper will discuss how key competitive dimensions like innovation, adaptability and sustainability are critical in order to compete today, when a trade environment is intensely entwined.