Bibliometric analysis of cross-border e-commerce: strategies, logistical challenges and connections with big data

Abstract

Cross-border e-commerce (CBEC) offers attractive opportunities for consumers, such as competitive prices and a wide variety of products. The main difference between CBEC and traditional commerce is the distance between buyers and suppliers. CBEC platforms adopt strategies to reduce this distance, such as offering websites in different languages and personalizing the customer experience. However, CBEC faces challenges such as language barriers, delivery costs and tax issues. The quality of the logistics service is crucial to differentiating the customer experience. This study presents a bibliometric analysis of CBEC, exploring keyword co-occurrence networks and co-citations of cited references. The research followed stages such as defining the objective, choosing the units and types of analysis, searching the Scopus database, using VOSviewer and Gephi to obtain and analyze the networks. The results show that CBEC is an emerging topic, with a likely saturation of publications by 2030, and that areas such as logistics and big data have a strong connection with CBEC. The co-citation networks identified and presented the main research fronts, contributing to the understanding and future development of the topic.