Exploiting e-commerce trends for international market expansion: the perspective of Polish fashion firms

Abstract

The paper draws from the Computer Mediated Communication Theory (CMCT), Zero Moment of True and Research Offline Purchase Online concepts to identify the trends existing in e-commerce that are important from the perspective of firms' market expansion. The study is based on the fashion industry. The research applies the method of narrative description with elements of the case study approach. The theoretical considerations lead to a conceptual model highlighting the facilitators of the exploitation of e-commerce for market expansion. The study reveals that even companies from post-transition countries that may seem to be less involved in digitalisation response to the new challenges. The comparison of the intensity of involvement of the firms in e-commerce and their actions may be a guide for other fashion companies in post-transition countries as to how to take advantage of e-commerce to expand.