Developing Digital Distribution Strategy Framework for SMEs: Integrating E-Commerce, Marketing, and Logistics

Purpose: The study develops an integrated digital distribution strategy framework for small and medium enterprises (SMEs). It explores how e-commerce platform adoption enables SMEs to leverage ecosystem benefits, such as logistics integration, distribution reach, cross-border trade, and supply chain finance to enhance firm performance. Research design, data, and methodology: Using the PRISMA 2020 protocol, 52 peer-reviewed studies were analyzed through a two-step approach. Bibliometric keyword co-occurrence mapping identified four dominant themes, while the TCM-ADO (Theory- Context- Method and Antecedents-Decisions- Outcomes) framework structured the synthesis of theoretical, contextual, methodological and causal insights across SME digitalization research. Results: Findings show that e-commerce functions as a central node linking digital marketing, logistics integration, supply chain finance, and cross-border trade. SMEs use e-commerce ecosystems to overcome resource constraints and improve distribution efficiency. Unlike existing supply chain or omnichannel models, this research develops an integrated digital distribution strategy framework with six propositions explaining how e-commerce, digital marketing, logistics, and financial technologies (Fintech) jointly strengthen SME performance. Conclusions: The review contributes to distribution science by positioning e-commerce as both a distribution channel and strategic enabler within SMEs distribution strategy. It highlights managerial, theoretical and practical implications for building resilient and technology-driven distribution strategy.