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No fail-safe recipe for international e-commerce

Online sales have taken off during the COVID-19 pandemic, and for many small and medium enterprises in Sweden, the international market promises new and sorely needed customer groups. But there isn’t a fool-proof way for success on the international market, researchers at SSE’s Center for Retailing explain.

Between January 1 and June 14 of this year, international e-commerce grew by 21 percent, compared to the same period last year. For many SMEs, who have seen their income from physical stores dwindle since the start of the pandemic, the international market offers new opportunities, researchers Sara Melén Hånell and Daniel Tolstoy say.

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