An Analysis on Cross Border Electronic Commerce Platform Selection Criteria in ASEAN: The Perspective of Korean Small and Medium Sized Firms

Purpose Cross Border Electronic Commerce (CBEC) is now becoming a new pillar of international trade in ASEAN. The previous literature proposed many CBEC platform requirements analysis. However, CBEC platform requirements analysis, from the seller perspective, is currently lacking. To fill this gap, we propose a CBEC platform selection criteria model from the selling firm’s perspective. Design/Methodology/Approach Based on the result of an intensive literature review, we suggest an Analytic Hierarchy Process (AHP) based guideline focusing in the ASEAN region to rank the CBEC platform selection criteria from the selling firm’s perspective. Findings Our model points out several key attributes that a successful CBEC platform needs to acquire in an implemented process. Membership fee, product review and reliability are ranked top 3, in order, while logistics related attributes are considered as important a factor as other attributes Research Implications We prioritize the attributes to provide a strategic approach in satisfying Small and medium sized selling firm’s diverse requirements in the CBEC involvement process.