The ways of applying e-commerce by the studied SMEs in their foreign expansion
| Firm | ||||
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| PB | PK | PU | PC | |
| Foreign markets entry modes applied by SME |
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| Sequence of foreign markets entry modes |
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| Forms of e-commerce applied in the expansion in the foreign markets |
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| Multi-brand online stores Own brand online store | Multi-brand online stores Own brand online store |
| Speed of e-commerce-based foreign markets` expansion | Own brand online store (6 years after starting export via multi-brand stationary stores), and then multi-sided digital platform (Amazon) | Own online store, and after 3 years – foreign multi-sided platforms | 1st year – multi-sided platforms, and after 2 years – own online store | Own online store, and after 4 years – multi-sided digital platforms |
| Brand online store | Own brand online store in Polish, English and Slovak | Own online store under construction | Own brand online store in Polish and English | Own brand online store (since the end of 2019) in Polish and English |
| Multi-sided e-commerce digital platforms/ foreign multi-brand online stores on which the brand is/was available | Amazon (since 2017 –foreign distributor) | Not Just A Label (NJAL), ASOS Marketplace, Mostrami Showroom (since 2013) | Zalando, Yoox, Gallery Lafayette.com, Exposed Paris, Scène Discrète (since 2017) | Net-a-Porter Moda Operandi (since 2019) |
| Firm | ||||
|---|---|---|---|---|
| PB | PK | PU | PC | |
| Foreign markets entry modes applied by SME | Export to distributors on foreign markets who supply this brand products to multi-brand stationary stores, and multi-sided digital platform Amazon Own brand online store | Export to multi-brand stationary stores Foreign multi-sided platforms - multi-brand online stores Own brand online store (in construction) | Export to multi-brand stationary stores Export to multi-brand online stores Own brand online store (since the end of 2019) | Export to multi-brand stationary stores Export to multi-brand online stores Own brand online store |
| Sequence of foreign markets entry modes | Foreign distributor (multi-brand stationary stores) Own online store Multi-sided digital platform Amazon (via foreign distributor) | Multi-brand stationary stores International multi-sided platforms and foreign multi-brand online stores Own online store (in construction) | Multi-brand stationary stores and multi-brand online stores Own online store | Own online store Multi-brand online stores |
| Forms of e-commerce applied in the expansion in the foreign markets | Brand online store Multi-sided e-commerce digital platforms (Amazon) | Multi-sided digital platforms Multi-brand online stores, Own brand online store (in construction) | Multi-brand online stores | Multi-brand online stores |
| Speed of e-commerce-based foreign markets` expansion | Own brand online store (6 years after starting export via multi-brand stationary stores), and then multi-sided digital platform (Amazon) | Own online store, and after 3 years – foreign multi-sided platforms | 1st year – multi-sided platforms, and after 2 years – own online store | Own online store, and after 4 years – multi-sided digital platforms |
| Brand online store | Own brand online store in Polish, English and Slovak | Own online store under construction | Own brand online store in Polish and English | Own brand online store (since the end of 2019) in Polish and English |
| Multi-sided e-commerce digital platforms/ foreign multi-brand online stores on which the brand is/was available | Amazon (since 2017 –foreign distributor) | Not Just A Label (NJAL), ASOS Marketplace, Mostrami | Zalando, Yoox, Gallery | Net-a-Porter |
Source(s): Own elaboration