Strategic Analysis and Business Model Evolution in Cross-Border e-Commerce: A Best Practice Case Study

Ying Wang, Kyriakos Christofi (), Elena Tsappi and George N. Papageorgiou ()
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Ying Wang: International Digital Economy College
Kyriakos Christofi: European University Cyprus, PEAK Innovation Center
Elena Tsappi: SYSTEMA Research Center, European University Cyprus
George N. Papageorgiou: SYSTEMA Research Center, European University Cyprus

Chapter Chapter 4 in Economic Resilience and Sustainability - Vol. 2, 2026, pp 49-62 from Springer

Abstract: Abstract This paper presents a best practice case study on cross-border e-commerce (CBeC) through the lens of influencer marketing, focusing on “Domi Interactive Entertainment Media.” It examines Domi’s business model, strategic operations, and market positioning to explore the dynamics of international digital commerce. Using interviews and company reports, the study identifies Domi’s core strengths in web celebrity incubation, AI-driven supply chain management, and platform-based digital marketing. The findings highlight how integrating influencer marketing with adaptive e-commerce systems enhances brand visibility and consumer engagement. The study emphasizes the value of content-driven, tech-supported strategies in overcoming regulatory, cultural, and logistical challenges. Domi’s approach offers key insights into effective digital marketing and operations in the evolving global digital economy.

Keywords: Cross-border e-commerce; Influencer marketing; Digital marketing strategies; Business model innovation; Global market trends (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-04214-9_4

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DOI: 10.1007/978-3-032-04214-9_4

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