글로벌 e-marketplace의 기준가격(reference price)조건으로서 인코텀즈 사용의 적합성 및 표준모델*

Purpose : This study analyzes the appropriateness of using Incoterms as a reference price in global e-marketplace platforms, identifies the problems caused by using the FOB terms in current e-marketplace platforms and proposes a standard model to address current issues in B2B cross-border e-commerce. Research design, data, methodology : This study examines major B2B platforms (e.g., Alibaba, EC21, Global Sources) through website analysis, focusing on their default reference price systems. Results : Although the FOB is commonly used as the default reference price in current e-marketplace platforms, it is unsuitable for containerized or multi-modal shipments prevalent in e-marketplaces, leading to gaps in risk transfer, cost allocation, and responsibility between buyers and sellers. Conclusions : The conventional FOB-based reference price system in global e-marketplaces is inadequate for contemporary e-commerce practices. EXW and FCA are proposed as optimal standard models for reference prices, as they better account for export customs restrictions in certain countries and enhance transaction transparency, efficiency, and trust and are also easier to use for calculating the costs reflected in the unit price. Establishing appropriate standardized trade terms at this early stage of digital trade practice is crucial for sustainable growth, efficiency, and the long-term credibility of global e-marketplace platforms. This study offers a practical guideline for improving trade condition frameworks in cross-border e-commerce.