Marketplace models and their influence on the global development of smes in the context of cross-border e-commerce

Abstract

Digital marketplaces have redefined the global economic landscape, facilitating access for small and mediumsized enterprises (SMEs) to international markets and supporting the process of economic globalization. This paper analyzes the main marketplace models (eMAG, Allegro, Amazon) and their impact on the development of SMEs in the context of cross-border e-commerce. The methodology studied combines a comparative analysis of platforms with the identification of barriers (logistics, regulations, cross-border taxation) and facilitators (technology, payment integration, digital marketing) that influence the success of SMEs on these platforms. The results highlight that marketplace models accelerate the internationalization of SMEs by providing direct access to global consumers, optimizing sales processes, and facilitating adaptation to the requirements of dynamic markets. The scientific contribution lies in demonstrating the symbiotic relationship between digital innovation, marketing strategies, and the competitiveness of SMEs in global markets, offering insights for policymakers and SME managers.