Cross-border e-commerce has transformed international trade. Nowhere are the changes more keenly felt than in China where e-commerce has moved business away from traditional, large-scale trade towards more fragmented, personalized, and frequent transactions. Small and medium-sized enterprises (SMEs) along with solo entrepreneurs are now at the forefront of this change.
Banban Mao of Hunan Vocational College of Commerce and Hua Tian of the Hunan International Economics University, China, discuss the impact of this change on the “green” food industry. The sector focuses on environmentally friendly and sustainable food production and has embraced technology such as “big data” and collaborative innovation where information sharing and coordination across the entire supply chain, from producer to retailer is critical to success. Writing in the International Journal of Information and Communication Technology, the team discusses how the implementation of intelligent supply chain collaboration and the integration of online and offline operations can allow the green food industry to respond more effectively to market demands and the evolving internet economy.
The team points out that these changes have not been without their challenges. The rapid rise of cross-border e-commerce has meant an increased reliance on third-party platforms, and this builds information silos and complicates data sharing and transparency. The researchers add that the complex nature of the supply chain also makes it difficult to verify product legitimacy and quality as well as adding logistical challenges that reduce efficiency.
Additionally, high cross-border payment costs and security risks, coupled with the various international regulations and legal standards, add obstacles to what might otherwise be seamless trade operations.
Blockchain technology might well offer a way to address many of these problems. Blockchain provides a secure and transparent method for recording transactions and sharing information. Thus, by establishing a cross-border e-commerce alliance chain, blockchain could be used to streamline intermediary processes and enhance trust among participants. The research demonstrates how technology might add value to the green food supply chain.
Mao, B. and Tian, H. (2024) ‘Business model based on the synergistic drive of flexible supply chain and digital marketing’, Int. J. Information and Communication Technology, Vol. 24, No. 8, pp.1–19.