Corresponding Author

Peter Ractham, Thammasat Business School, Thammasat University, Thailand, peter@tbs.tu.ac.th

Document Type

Article

Abstract

Cross Border Electric Commerce )CBEC( has become an important e-commerce model allowing local consumers to purchase products from international suppliers through CBEC platforms. However, in order to synchronize and coordinate the transactions between international sellers and local buyers, CBEC stakeholders need to build an online platform that link between the demand and supply markets. Thus, the Two-Sided Platform models where both buyers and sellers on both sides can share necessary information to promote a synchronous and coordinated market transactions. The two-sided platform can enable streamline coordination of products information, pricing and logistics transactions which could result in an optimal endto-end CBEC supply chain activities. CBEC stakeholders such as suppliers, consumers, logistic and warehouse companies can gain advantages by expanding the network externality where all parties share relevant information with one another through the two-sided platform. In this study, we conducted interviews with stakeholders who are a part of CBEC trade for Durian and Cosmetics; two of the most popular products from Thailand for the Chinese CBEC market. The study concludes with the need from both demand side and supply side to have an end-to-end coordination. Thus, a supply side or the seller market platform need to be created and link with the demand side platform. Also, in order for supply side market to be created and sustainable in the long run. There are four factors that must be involves in the process 1( government support, 2( Supply Chain Coordination, 3( Online Platform Design ad 4( CBEC Customer Marketing Strategies.

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