Assessment of current status and risks among Chinese entrepreneurs engaged in cross-border e-commerce in the Thailand market

Abstract

With the development of the global internet economy, numerous small and medium-sized Chinese cross-border e-commerce companies are actively exploring overseas opportunities. Thailand, being China's largest trading partner, has naturally become a popular investment destination. However, competition has intensified. Small and medium-sized cross-border e-commerce companies face various challenges, both internal and external. Under these circumstances, managing controllable internal risk factors is crucial for transforming business operations and enhancing competitiveness in the international market. This study examines the development status and risks of Chinese cross-border e-commerce enterprises in Thailand. It applies supply chain concepts to cross-border e-commerce operations and uses interdisciplinary tools like PFMEA (Process Failure Modes and Effects Analysis) to quantitatively assess risk factors, including supplier stability and transportation cost volatility. The research highlights the importance of supplier transparency as a critical factor influencing operational risks. Additionally, practical risk management strategies are summarized and organized through in-depth interviews, providing valuable references for small and medium-sized enterprises both domestically and abroad.