Internationalization Patterns of Niche-Oriented Chinese Cross-Border E-Commerce Companies: A Multiple Case Study

Abstract

This study explores the internationalization patterns of niche-oriented Chinese cross-border e-commerce companies (CCBECs). Existing research has mainly focused on firms from Western economies and high-technology industries, while limited attention has been paid to Chinese niche-oriented e-commerce firms. Using a qualitative multiple-case study approach, this research analyzes six Chinese CCBECs through semi-structured interviews. Based on the dimensions of time, scale, and scope, the study identifies four internationalization patterns: radical start-ups, regional start-ups, traditional manufacturing enterprises, and late radical enterprises. The findings show that the internationalization processes of CCBECs are non-linear and shaped by product differentiation, digital platform usage, entrepreneurial experience, and market strategies. Some firms expanded internationally at an early stage through digital platforms, while others accumulated domestic resources before accelerating overseas expansion. The study also highlights the role of China’s institutional environment. Policies related to cross-border e-commerce, customs, taxation, and payment systems reduced barriers for SMEs entering international markets. This study contributes empirical insights into the internationalization of niche-oriented Chinese CCBECs in digital platform environments.