Table 2

Motives of application of e-commerce in the foreign expansion of SMEs

FirmMotives
PB
  1. dynamic growth of sales via the internet

  2. possibility of setting higher prices in the brand online store

  3. low costs of expanding brand sales using e-commerce

PK
  1. request for proposal from the multi-sided digital platform

  2. growing importance of e-commerce in the world

  3. ease of creating a brand abroad thanks to e-commerce

  4. convenience and speed of online shopping for foreign consumers

  5. necessity to develop own online store for specific product categories

  6. foreign consumers prefer direct contact with the fashion designer via his online store

  7. greater control over brand creation, including its promotion via own online store

  8. greater credibility of a brand that has its own online store

  9. large number of potential consumers shopping via international e-commerce platforms

  10. possibility of rapid positioning of the brand offered via multi-sided digital platforms

PU
  1. economies of scale and reach through international multi-brand online stores

  2. rapid creation of brand awareness abroad due to the presence in well-known international multi-brand Internet stores

PC
  1. striving for brand development on foreign markets

  2. following the dynamic development of e-commerce worldwide

  3. foreign luxury brands benefit from online sales

  4. ease of online sales of products of a given category

  5. request for proposal from one of the most prestigious multi-brand Internet stores

  6. brand availability for many foreign consumers

  7. making it easier for foreign customers to purchase products 24/7

  8. lower costs of online sales than creating brand boutiques abroad

Source(s): Own elaboration

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