Mellan den 1 januari och 14 juni i år ökade den internationella e-handeln med 21 procent jämfört med samma period förra året. För många små och medelstora företag, som brottas med sjunkande inkomster från fysisk handel, erbjuder den internationella marknaden nya möjligheter, menar forskarna Daniel Tolstoy och Sara Melén Hånell.
Internationell e-handel lockar – men många fallgropar
Affärsutveckling
E-handeln har ökat kraftigt under pandemin. Men för små och medelstora e-handelsföretag som vill etablera sig internationellt lurar många fallgropar. Något enkelt framgångsrecept finns inte, konstaterar forskare vid Handelshögskolan i Stockholm.

Internationell e-handel kräver resurser.
Foto: Stock Adobe.
Någonting är fel
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Foto: Nicklas Gustafsson.
– Företagen når en större marknad och det är viktigt för svenska företag som vill skapa volymer. Men det innebär också extra arbete. Man behöver bygga sitt varumärke på nytt, skapa tillit i service och transaktion och övervinna vissa logistiska utmaningar, säger Daniel Tolstoy i en kommentar.
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